Dipl.Wi.-Ing Dr. Gereon Friederes, Managing Director

Managing Partner (since 1996)

Current Focus in Work and Research

Strategic Brand Management (Brand Structure, Brand Core, Brand Positioning); Simulating Purchase Decisions (Conjoint, Product Configurator); Measuring Advertising Effectiveness and Consulting on Advertising (Optimising Advertising Effectiveness)

Education and Awards

Studies of Business Engineering at Karlsruhe University (TH)

Doctoral Studies at the Institute for Advertising and Market Research, Vienna University of Economics and Business, Rudolf-Sallinger Prize for his doctoral thesis on “Brand Building in Eastern Europe”

Head of the international research project, “Product Origin and Brand as Determinants of the Purchase Decision“

Professional Experience

First professional experience with McKinsey, IBM,and Bayer
Research assistant, Vienna University of Economics and Business
Founder and Managing Partner of marketmind (1996)

Publications and Lectures

25 scholarly publications, among others in: Marketing Journal, Markenartikel, Marketing and Research Today, Transfer, Internationale Wirtschaft, Der Markt, several contributions to books, among others, to the Jahrbuch Deutsche Marketing-Praxis (Yearbook of German Marketing Practice)

2 published books:
"Made in Austria - Kapital für österreichische Marken" (“Made in Austria – Capital for Austrian Brands“)
"Markenaufbau in Osteuropa" (“Brand Building in Eastern Europe”)

Extensive lecturing commitments, among others, for Business Circle, VMÖ, WWG, ARS, Euroforum, AMA, Rotary, WIFI Advertising Academy, Vienna University of Economics and Business, FH Burgenland University of Applied Sciences, ...