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12.11.2018 │ Göttingen – The Content Strategy of Nestlé

The Content Strategy of Nestlé, the world’s largest food corporation, is the subject of a lecture at the PFH Private University of Göttingen on Monday, November 12, 2018. Prof. Dr. Hans Christian Riekhof has invited Dr. Markus Irmscher, Head of Content and Platforms Nestlé, as a speaker.

Location:
PFH Private University of Göttingen
Weender Landstraße 3-7
37073 Göttingen

Date/Time:
Mon., 12.11.2018, 18:00

The event is free of charge.
Attention: there is a limited number of seats for external visitors

Please register with Ms. Martyna Wieschollek by email at:
wieschollek@nullpfh.de

 

Photo: www.nestle.de

19.11.2018 │ Göttingen – Product Management at Ferrero using the example of duplo

The topic of a lecture at the PFH Private University of Göttingen on Monday, November 19, 2018, is Product Management at Ferrero using the example of the duplo brand. Prof. Dr. Hans Christian Riekhof has invited Florian Held, PFH alumnus and Junior Product Manager duplo Chocnut, as a speaker.

Location:
PFH Private University of Göttingen
Weender Landstraße 3-7
37073 Göttingen

Date/Time:
Mon., 19.11.2018, 18:00

The event is free of charge.
Attention: there is a limited number of seats for external visitors

Please register with Ms. Martyna Wieschollek by email at:
wieschollek@nullpfh.de

 

Photo: www.duplo.de

AutoPress reports on Pricing Study for Auto Suppliers

The online industry magazine “AutoPresse” reports on the pricing study on auto suppliers by the PFH Private University of Göttingen. The medium picks up one of the results: Automotive suppliers could increase their profits by focusing more on their pricing.

In a survey of executives and experts from sales and marketing, Dr. Hans-Christian Riekhof, Professor of International Marketing at PFH, found that pricing does not have a consistently high internal value. Compared to the other profit drivers, such as variable and fixed costs and sales volume, price is given the least importance. Suppliers see cost reductions and volume increases as more important for improved profitability than improved price enforcement.

Read the detailed study at:
https://www.unicconsult.com/referenz/riekhof-mitschke-pricing-bei-automobil-zulieferern-2018/

AutoPresse online:
http://auto-presse.de/autonews.php?newsid=501300

 

Food Newspaper Picks Up Study on Customer Cards

The Food Newspaper, Germany’s leading trade journal for industry executives, has picked up the study on the Digital Customer Cards of PFH Göttingen. The article once again makes it clear that digital loyalty cards offer attractive prospects to the retail sector as instruments of modern customer loyalty. However, their potential is currently still underestimated.

The empirical study, developed and conducted by pricing expert and marketing professor Dr. Hans-Christian Riekhof and Stefan Brinkhoff, shows that retailers can get to know their customers much better with digital loyalty cards than before.

Acquiring new customers is usually more expensive than retaining existing ones. Therefore, it is hardly surprising that a lot of energy and resources are used for appropriate customer loyalty instruments. In retail, these are particularly plastic customer cards, which have to fight for a place in the consumer’s wallet. In view of increasing digitization, Riekhof and Brinkhoff wondered whether the digital version in the form of IOS and Android apps will prevail.

Instore Navigation with digital customer cards offers further advantages

The article published on May 11 in the Food Newspaper extensively discusses the most important aspects of the current use and benefits of customer cards – analog and digital in comparison. For example, the use depends heavily on the card function: for more than half of the respondents, the sending of coupons and offers, the collection of points and personalized product recommendations are in focus. Instore Navigation, on the other hand, is far behind. It is noticeable that digital navigation in large stores, such as DIY stores and self-service department stores, can significantly improve actual use and measure surprisingly high sales increases. Another interesting side result: Like in a Google search, retailers could evaluate which product category, brand and product were searched for by customers how often.

Read the detailed study at:
https://www.unicconsult.com/referenz/einsatz-traditioneller-und-digitaler-kundenkarten-in-handel-systemgastronomie-und-tourismus/

Food Newspaper online
www.lebensmittelzeitung.net

 

Public WiFi – When the Person at the Next Table is Reading Along

Quickly check some news, reply to an email and search for the nearest restaurant for lunch break – public WiFi hotspots offer a convenient way to get free internet access in many places, all over the world. But as tempting as this free internet access may initially be for users, it can quickly become a serious threat to all data.

Stefan Brinkhoff is aware of the problems that popular WiFi hotspots bring with them. The experienced e-commerce consultant for medium-sized companies built websites and developed online shops in his youth. Anna-Lina Köhler, a student at the Private University of Applied Sciences Göttingen (PFH) who is dealing with the WiFi issue, met the knowledgeable co-founder and CTO of locandis for a conversation.

Anna-Lina Köhler: What are the basic advantages of public WiFi?

Stefan Brinkhoff: In general, public WiFi offers a good opportunity to save data volume. Especially in buildings where data reception is limited and perhaps even below the “Edge area”, a fast internet access according to the user’s requirements is advantageous.

Anna-Lina Köhler: How widespread are public WiFi hotspots today?

Stefan Brinkhoff: Even though the spread of public WiFi hotspots in Germany is still relatively low compared to international standards, the communication network is continuously being expanded nationally. So you can expect that there will be more and more free WiFi hotspots in the future.

Anna-Lina Köhler: Why is it that more and more WiFi is being set up or offered in public spaces? Who is the driver?

Stefan Brinkhoff: Even today, there is still the problem of adequate data speed in many cases, especially inside buildings. There can be a damping effect, so that fast bandwidths, which are needed for certain applications on the digital device and ultimately demanded by the user, do not exist as standard. The offer and the constant spread of the use of public WiFi is therefore fundamentally positive.

With WiFi, the data is on the presentation plate

Anna-Lina Köhler: What dangers or security concerns should be considered when it comes to public WiFi?

Stefan Brinkhoff: In public networks, the data is basically on the “presentation plate”. Any other user surfing in the same public WLAN network can theoretically view the data packets that the digital terminal device sends or receives, as the data is transmitted unencrypted between device and network. This problem tends to exist at all nodes on the internet. If you share your WiFi with other users, the hacker only needs to sit at the next table to then exploit the vulnerabilities of the unencrypted data.

Anna-Lina Köhler: Do you have an example?

Stefan Brinkhoff: A conceivable and quite practical example would be the use of public WiFi hotspots in hotel lobbies by business travelers. Whether it’s just to quickly send business emails or actually to work with internal company data, in the worst case these critical information are shared with all other hotel guests. All information that the digital terminal device exchanges with the public network can therefore ultimately be threatened.

Anna-Lina Köhler: How can such an attack on one’s own data typically work?

Stefan Brinkhoff: The so-called “Honeypot technique” is common. This means that a second hotspot with the identical name is broadcast next to the correct public network. So the same WiFi name is thrown out, so that the device cannot differentiate between a real and a fake network. The attacker thus positions himself between the network and the provider and thus gains control. Even though many cell phones and apps nowadays rely on internal SSL encryption, the hacker can still find out who is being communicated with and which pages are being used and thus create a real user profile.

Install VPN tools and always perform updates

Anna-Lina Köhler: How can the user best protect himself from such dangers? What security precautions are there?

Stefan Brinkhoff: The best way to protect yourself is to set up a VPN connection in public WiFi, which then encrypts the data and makes it no longer attackable from the outside. For this, it is usually enough to install a simple VPN tool. Also, all updates should be installed regularly to keep the operating system up to date and to offer hackers a minimal attack surface.

Anna-Lina Köhler: And what can users do if their data has already been hacked?

Stefan Brinkhoff: In such a case, it is important that all active sessions in the accounts are ended and that work is not continued on the identified hardware under any circumstances. It is also advisable to change all passwords. Free WiFi hotspots are basically a positive and practical thing, for example to briefly check the weather. If you really want to make sure that online banking data or company data remains internal, you should not edit this data in public hotspots for safety reasons – and share it with the person at the next table.

Stefan Brinkhoff, locandis founder, in conversation with Anna-Lina Köhler

 

Photo: Caleb Minear/Unsplash

14.05.2018 │ Göttingen – Manager and Addiction Risks

A lecture titled “Sex, Drugs and Alcohol: What Managers Should Know About Addiction Risks” is being held on Monday, May 14 at PFH Private University Göttingen. The speaker will be Prof. Dr. Dr. Joachim Röschke, who is following an invitation from Professor Hans-Christian Riekhof.

Location:
PFH Private University Göttingen
Weender Landstraße 3-7
37073 Göttingen

Time:
18.00 – 19.30

Registrations for guests please by email to:

Kisters@nullpfh.de

 

Photo: www.pixabay.com

Locationinsider: The future of the customer card is digital

The future of customer cards is digital. This is written by the Location Insider, who has picked up the study on the future of customer cards, which Prof. Dr. Hans-Christian Riekhof and Stefan Brinkhoff have created for the PFH Private University of Göttingen. The Location Insider, Germany’s online service for the digitization of trade, explains: “The plastic customer card in the customer’s wallet has no future.” This succinctly summarizes the result of the investigation of the PFH Private University of Göttingen. A look at the details of the study shows that companies are already implementing digital customer cards, or at least consider them to be sensible. 85% of the companies surveyed generally consider a customer card to be very useful or useful.

All respondents from all sectors agree on one thing: company-specific cards are clearly preferred over cross-sector initiatives such as Payback or Deutschlandcard.

Here you can read the entire article

Here is the study on the future of customer cards

13.07.2017 │Timmendorfer Beach – Lecture “Value Creation through Intelligent Pricing Strategies”

The Economic Juniors of Lübeck, Ostholstein and Segeberg invite you to the speaker event “Strategic Pricing – Value Creation through Intelligent Pricing Strategies” on Thursday, July 13, 2017. Admission is at 6:30 PM. The event at Landhaus Carstens, Strandallee 73, in 23669 Timmendorfer Beach, includes two lectures: At 6:45 PM, Prof. Dr. Marc Oliver Opresnik (Opresnik Management Consulting, FH Lübeck and European Business School London) starts with the lecture “Negotiation Management”. Subsequently, from 7:45 PM to 8:15 PM, Prof. Dr. Hans-Christian Riekhof, (Managing Partner of UNICconsult Strategy Development GmbH, International Marketing PFH Private University Göttingen) gives the lecture “Strategic Pricing – Value Creation through Intelligent Pricing Strategies”. Afterwards, from 8:30 PM-9:00 PM, a Come Together with buffet (finger food) is planned. Venue: Landhaus Carstens Strandallee 73 23669 Timmendorfer Beach Date: Thursday, July 13, 2017 Admission: 6:00 PM

19.04.2017 │Hamburg – Lecture “Strategic Pricing”

The topic “Strategic Pricing – Value creation through intelligent pricing strategies” is the focus of the lecture by Professor Dr. Hans-Christian Riekhof, to which the Business Club Hamburg invites to the Hanseatic city on Wednesday, April 19.

There are enormous value creation potentials in pricing

The price has a higher influence on the operating profit than quantities or cost changes. However, the importance of strategic pricing is massively underestimated by most companies. Empirical studies clearly show that there are enormous value creation potentials in pricing. Too few companies have developed a long-term pricing strategy, too few companies consistently use the levers of price enforcement, and only a few companies have price controlling that deserves this name.

How to build high pricing competence

Dr. Hans-Christian Riekhof knows pricing from his own management experience. He was, among other things, division manager at Beiersdorf and marketing director in the Otto Group in Hamburg. The professor for International Marketing at the PFH Private University of Göttingen and consultant of renowned companies in strategy and marketing topics is also author and editor of various books on strategy, marketing and retail business. Most recently, his book on “The 6 Levers of Strategy Implementation” and the 3rd edition of the book on “Retail Business” he edited were published. In his lecture, he reports entertainingly and practically, which levers can be used to increase pricing competence, which building blocks and processes belong to a long-term pricing strategy. Using case studies and practical examples, it is shown how companies build high pricing competence instead of getting involved in every price war. After the event, a joint conclusion with interesting discussions and culinary delights is planned. Venue:
Business Club Hamburg
Elbchaussee 43
22765 Hamburg Date:
Wednesday, April 19, 2017
19:00 – 22:00 hrs Costs:
The participation in this event is associated with a cost contribution (including buffet at the end) of 20 euros per person. Drinks will be charged according to consumption. Further information and registration at: http://www.bch.de/veranstaltungen/prof-dr-riekhof-strategisches-pricing-wertschoepfung-durch-intelligente-preisstrategien/

05.04.2017 │Bremen – Lecture “Strategic Pricing – Stepchild of Marketing?”

Is strategic pricing the stepchild of marketing? Prof. Dr. Hans Christian Riekhof will speak about the value contribution of intelligent pricing strategies on Wednesday, April 5, 2017. The lecture of the Marketing Club Bremen at the Atlantic Hotel at the racecourse starts at 6.30 pm.

In many companies, it is primarily about two aspects: on the one hand, brand and corporate communication, on the other hand, product management. Pricing is often assigned a subordinate role. This is all the more surprising as the empirical studies by Prof. Dr. Hans Christian Riekhof, who teaches International Marketing at the PFH Private University of Göttingen, clearly show that there are enormous value creation potentials in pricing.

Location:
ATLANTIC Hotel at the racecourse
Ludwig-Roselius-Allee 2
28329 Bremen

For more information, visit: www.marketingclub-bremen.de

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