Market-based management does not begin with production and does not end with the market; rather, market orientation is a management philosophy that emanates from the stakeholders of a company and their needs in order to offer real solutions to problems. Market-based management means thinking in terms of competitive and customer advantages, whereby the central point is consistent orientation towards stakeholder benefit. The implementation of this philosophy can only succeed if all corporate divisions (and thus also all employees) think and act in a market-based manner. The IMM (Institute for Market-based Management) aims to use its contributions in research, teaching and consulting to deepen this understanding, provide a basis for decision-making and recommend suitable measures.