Chair of Marketing and Commerce

Quotations of Prof. Dr. Martin Fassnacht at Welt.de

The launch of a new or improved model of a product is part of the business for manufacturers of home appliances or electronics. But how should companies communicate the upcoming model change?

Especially customers who have bought the previous model shortly before the new market launch can quickly get angry if the communication strategy is not well thought out. A current reason for discussion is the case of the new Thermomix model. In a recent article at Welt.de Professor Dr. Martin Fassnacht was quoted on this topic.

Read the entire article and Professor Fassnacht's comments here.