MBA Group Consulting Project: Implementation of customer orientation at Zalando SE
Full-time MBA / 26 February 2016
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Associate Professor of Marketing and Management Accounting
Martin Artz is Associate Professor of Marketing and Management Accounting at Frankfurt School of Finance & Management. Before joining the Frankfurt School of Finance & Management, he has been Post-doc researcher and Assistant Professor at the University of Mannheim. In addition, he was a visiting scholar at the Tilburg School of Economics and Management and at the University of Washington, Seattle. He graduated in 2006 in business administration and received his doctoral degree in 2010 both at the University of Mannheim.

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Recently, several Group Consulting Projects (GCP), which were carried out by the first-year Full-time MBA class of Frankfurt School of Finance and Management, were successfully completed. The projects take place in close co-operation with industry-leading companies and deal with current challenges incooperation with their top management.

One of these projects was carried out with Zalando SE. Zalando is the leading online fashion portal in Europe and has been listed on the stock exchange since October 2014. An essential element of Zalando’s success is its strong focus on the needs of existing and potential customers in local markets. It is at this point that the Group Consulting Project of the MBA team started to face the challenge to further improve the implementation of customer orientation within the company. At Zalando, the management of customer orientation via suitable performance measures of customer satisfaction and word of mouth plays a central role.

The MBA team, supervised by Prof.Dr. Martin Artz, developed cross-industry “Best Practices” by studying scientific literature and conducted over 20 structured interviews with Zalando management. Out of these sources, specific proposals were derived which are now being implemented step by step in the next months.

Dr. Jörg Engelbergs, VP Controlling and executive responsible for the project, showed himself very impressed and satisfied with the results during the final presentation at Frankfurt School: “The team did an excellent job. The results supply us with valuable and creative impulses from outside that help us further promote the success factor customer orientation. We are looking forward to further co-operation with Frankfurt School in the FT-MBA and to successfully carrying out a common project also in the coming year. “