Digital Future Sales: EBS launches research project together with Mercedes-Benz Consulting
The EBS Universität has launched a new research project together with Mercedes-Benz Consulting. In their course “Business Model Innovation” and under the leadership of Professor Sven Henkel, 22 students of the Master study programme “Automotive Management” have been examining future car sales models. This involves, among other things, the question of how digital factors impact technologies and touchpoints along the customer journey and, ultimately, their decision to buy. Moreover, the students examine which services should be provided prior to, during and after the online car purchase. The six teams, including international participants from France, Italy, Germany, the Netherlands, the USA, India, China and South Korea, develop real solutions which can be implemented within two years. They will be pitching their cases to Mercedes-Benz Consulting in Stuttgart in December.
Initiator of this exciting project, Professor Sven Henkel, holds the Chair of Consumer Behaviour and Sales and is Vice Dean of Executive Education at the EBS Universität. He is a leading expert in the fields of future sales, brand management, behavioural branding and mobility. In recent studies, the focus of his research has been on the psychological acceptance of car sharing and autonomous vehicles. Professor Henkel advises national and international companies on issues concerning brand management and staff development.