The Institute for Market-Oriented Management (IMU) was established in the year 1999. The Institute for Market-Oriented Management (IMU) is an management, marketing and enterprise research institute. It is also a member of the University of Mannheim. The president of the institute is Dr. Christian Homburg, the vice president is Prof.Dr. Sabine Kuester. Institute for Market-Oriented Management employs a staff of about 10 members. The institute considers itself as a forum for dialogue between scientific theory and company practice. It is affiliated to the University of Mannheim. It offers Bachelor’s program, Master’s program, MBR program, EMM program. The Institute for Market-Oriented Management (IMU) conducts research in close collaboration with Marketing at the University of Mannheim. The institute also publishes papers with specified ratio towards managers in global enterprises. Generally the scientific studies which are conducted by the institute (IMU) analyses contemporary or future trends that which influences market-oriented management. The publications of the institute (IMU) are based on application-oriented research and cooperation projects often involving a large number of global companies like BASF, Deutsche Telekom, E.ON etc. The topics in the management are relevant to best business practice which have been presented in a concise manner and scientific research results are efficiently communicated. Practice-Oriented findings are published and derived in IMU’s series of scientific working papers, such as ‘ IMU Research Insights”. Many of the other publications were also published in scientific journals and are honored with awards at international conferences. The activity of the institute mainly focuses on Market and Communications management- The measures on communication have impact on perception process and influence the attitudes of communication messages. Consumer insights- In the research area , the Institute foe Market-based Management attends to the topics like Generation of knowledge about customers, Customer’s preferences, Mechanisms of action and the drivers of the shown purchase behaviour, Performance control of marketing tools being applied. Exploration of competitive advantages- As it was frequently proven that successful companies possess a profound knowledge of their markets in general the choice for market-orientation is comprehensible. The success development factors can therefore result primarily from a market-or-resource-orientation. The concentration on only these 2 strategies leads to dead end. The core challenge of the management is to effectively combine both – A profound understanding of the market with a changing system of doing it successfully. They carry out empirical investigations to test hypothesis as well as to explore structures and detect correlations. They focus on certain industry sectors such as Automotive, Media and Energy in the scope of market management. Some of the publications are Exploring the Impact of Universities Digital Advancement on students perceptions- A Driver of Reputation and WoM behaviour; Making Advertisement messages more effective by Weather-Dependent Framing; Assessing the Impact of Corporate Reputation on Firms cost of Debt; The impact of mass media on corporate reputation- an investigation which is empirical of media topics, their amount and valence; Using Virtual StockMarkets as a Research Tool-Insights from Marketing and Management Science; The Relationship between Customer Satisfaction and Loyalty: New Insights in to the Role of Customer Heterogeneity.