From National to Global Brands: The Case of DHL

On October 31st, 2012 Prof. Marc Fischer (University of Cologne) will give a lecture on the topic "From National to Global Brands: The Case of DHL". The lecture is open to the public. Space is limited, so please register ahead of time.

Past event — 31 October 2012

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Prof. Marc Fischer


University of Mannheim


In this talk, I introduce the customer-insight-based approach that Deutsche Post DHL adopted to improve its global express delivery business. DHL has used the operations research-based brand assessment tool in more than 20 large countries on four continents since 2004. The tool supports local brand managers in allocating marketing resources to activities that grow the brand in their country market. Its application led to an estimated increase in brand value of USD 1.32 billion over five years. This corresponds to a return on investment of 38 percent and an internal rate of return of 24 percent. The tool’s implementation also had a major impact on DHL's strategy and organization.


Marc Fischer (PhD, University of Mannheim) holds the Chair for Marketing and Market Research at the University of Cologne. His expertise includes the measurement and management of marketing performance, brand management and the optimization of the marketing mix. His articles have appeared in Journal of Marketing Research, Marketing Science, Quantitative Marketing and Economics, Interfaces, and other academic journals. He won the 2009-2010 ISMS-MSI Practice Prize and was finalist for the 2010 Franz Edelman Award competition on achievements in operations research.
In 2001 and 2002, Dr. Fischer suspended his academic career to assume a position as associate at McKinsey&Company. Since then he has been consulting with many firms from diverse industries such as automotive, logistics, media, retail, financial institutions, pharmaceuticals, telecommunications, etc.
In 2010, he joined the Marketing Accountability Standards Board (MASB) in Chicago where he serves on the Advisory Council. Dr. Fischer is member of the advisory boards of cpi consulting (Berlin), YouGov AG (Cologne), and the Center for Brand Management and Marketing (ZMM) in Hamburg. He was executive director of a German-speaking business study program at the State University of Management at Moscow and served as executive director of the Center for Market Research at the Institute for Market and Economic Research in Passau.
To register please send an email to: beate.linnenberg(at)

The Lecture Series

The KLU Lecture Series is a forum for scientists and practitioners to talk and discuss on state-of-the art topics related loosely to logistics and entrepreneurship.