Friedrich Gennheimer Prize

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A prize for excellent theses

In memory of Friedrich Gennheimer, the Haniel Foundation, together with the Ludwigshafen University of Business and Society and the Wine Campus Neustadt, awards the Friedrich Gennheimer Prize for Marketing and the Friedrich Gennheimer Prize for Viticulture, Enology and Wine Marketing. The two prizes are endowed with 3,000 euros each and are awarded for outstanding theses in the respective subject areas.

Scope of funding: 2x 3000 Euro
Frequency: annually
Focus: Theses in the field of marketing

Donor: Haniel Foundation
Awarding institution: HWG Ludwigshafen
Call for entries: HWG Ludwigshafen and Wine Campus Neustadt
Wine Campus contact: Prof. Dr. Laura Ehm

About Friedrich Gennheimer

Friedrich Wilhelm Gennheimer was born in 1930 in Neustadt an der Weinstraße as part of the Gennheimer Brothers sparkling wine cellars. His professional career began with a degree in business administration. In 1970, he was offered a teaching position for general business administration at the vocational schools in Speyer. This teaching position was accompanied by an appointment as a civil servant for life. In 1971, he was transferred to the Staatliche Höhere Wirtschaftsfachschule in Ludwigshafen. There, Gennheimer accepted an employment contract, also for business administration. Just one year later, he was appointed "Professor at the University of Applied Sciences" and moved to the Ludwigshafen department of the Rhineland-Palatinate University of Applied Sciences. Gennheimer taught in the fields of marketing, human resources and training. From 1979 to 1987, he also headed the Ludwigshafen department as dean and was responsible for founding the Worms department (now an independent university) and the later East Asia Institute in Ludwigshafen. Gennheimer retired in February 1996, although in the two years that followed he continued to teach the subject of communication and contracting policy at the East Asia Institute in the Department of Business Administration II.

Friedrich Gennheimer died in 2022 and left a will, which is now being administered by Prof. Dr. Siegfried Englert. Englert was one of the co-founders of the Wine Campus Neustadt and a former professor at the East Asia Institute of the Ludwigshafen University of Business and Society. In memory of Gennheimer, the Friedrich Gennheimer Prize was established in spring 2023 together with the Haniel Foundation as the awarding institution. 

Photo: private


Working with values

The Haniel Foundation was established in 1988 as a non-profit foundation under private law by Franz Haniel & Cie. GmbH. In line with the self-image of the Haniel family and the Haniel company, the Haniel Foundation pursues its objectives and its mission "Working with values" in two main areas:

  • Enkelfähiges Unternehmertum: The Haniel Foundation promotes young entrepreneurial talent. Future leaders in our society and economy. Talented people who drive change. With ideas. With attitude. With the cross-generational understanding of the values of the honorable businessman. We provide these talents with top scholarships. Access to our community. A broad spectrum of excellent opportunities.
  • Education as an opportunity: children and young people in a challenging environment deserve fair opportunities. Education opens doors. We undertake support initiatives. Effective programs. Joining forces with partners. And help young people graduate from school and enter the world of work. In responsibility for our home, the Ruhr region.

In trusting cooperation with the Ludwigshafen University of Business and Society

The Ludwigshafen University of Business and Society, together with the East Asia Institute and the Haniel Foundation, has enjoyed a stable cooperation for more than 25 years. The Haniel Foundation has supported German students' stays abroad in China and Japan through the annual awarding of the Haniel Prize at the East Asia Institute. In addition, the Haniel Foundation has sponsored over 70 Chinese scholarship holders in two consecutive scholarship programs who were pursuing a career in the management of an international company and studying at the Ludwigshafen University of Applied Sciences and the East Asia Institute.

It was not least due to this long-standing, trusting partnership that Professor Gennheimer decided to establish the newly created Friedrich Gennheimer Prize together with the Haniel Foundation at his former place of work.

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The 2023 award winners

The Friedrich Gennheimer Prize was awarded for the first time in October 2023. This year's prize was awarded for work that dealt with the sustainable transformation of our economy. The transformation of the entire economy towards greater sustainability is central to meeting the challenges of climate change and making an overall contribution to a "liveable" future. Ecological sustainability in particular is often at the center of companies' activities, but it also presents them with major challenges.

The Friedrich Gennheimer Prize for Marketing 2023 goes to Pauline Baumberger-Brand, MBA Wine, Sustainability & Sales. The 2023 Friedrich Gennheimer Prize for Viticulture, Enology and Wine Marketing goes to Martin Ladach from the German-French Master's degree course in Viticulture & Enology. The theses submitted were first reviewed in a two-stage process by the President of the HWG Ludwigshafen, Prof. Dr. Gunther Piller, and Prof. Dr. Laura Ehm from the Wine Campus Neustadt, and then finally selected by a panel of experts from the Haniel Foundation.

Master's thesis Pauline Baumberger-Brand: "Development of an interactive workshop format for sustainability development in the wine industry based on a multi-case analysis"

Baumberger-Brand works at her parents' winery in Mandel on the Nahe. Her main focus in the company is on marketing and sales of the wines. She has also achieved great success, including internationally, with her Glow Glow natural wines since 2021. She says of her studies at the Wine Campus: "The MBA program combines all the areas in which I want to expand and deepen my knowledge: Wine, sustainability and sales. The program at the Wine Campus Neustadt builds on my current knowledge, shows me new perspectives and teaches me strategic thinking and methods that enable me to rethink situations in the family business, check for sustainability and make well-founded decisions."

Abstract Baumberger-Brand


Master's thesis Martin Ladach: "Possibilities of mash fermentation for white wines from new robust grape varieties (PIWIs)"

He says the following about studying at the Wine Campus: "The numerous advantages and career prospects of a cross-border, intercultural course of study in the domain of viticulture led me to enrol on the FAVO Master's degree program."

Abstract Ladach Profile Ladach


Photos: private / Stephan Presser

Impressions of the 2023 award ceremony

The award ceremony for the Friedrich Gennheimer Prize took place on Friday, October 27, 2023 at 4 p.m. in the auditorium of the Rural Area Service Center (DLR) Rhenish Palatinate at Breitenweg 71 in Neustadt.

The group photo shows (from left to right): 85th Palatinate Wine Queen Charlotte Weihl, Prof. Dr. Ulrich Fischer, Prof. Dr. Laura Ehm, Martin Ladach, Pauline Baumberger-Brand, Frederikus Holtus (Haniel Foundation), Kurt Beck, former State Secretary Dr. Siegfried Englert, Prof. Dr. Gunther Piller, Prof. Dr. Marc Dreßler, Dr. Rupert Antes (Haniel Foundation)

Press release and further images


Outstanding Master's theses from the Master's degree programs at the Ludwigshafen University of Business and Society and the Wine Campus Neustadt can be submitted. Practical work is just as welcome as theoretical papers.  Nominations are submitted via the supervisors of the Master's theses at the end of each winter semester. This is followed by a pre-selection of the best theses by the university departments involved and the president of the university. The Haniel Foundation submits the selected theses to external reviewers and makes the final selection of the award winners on the basis of expert opinions. The Haniel Foundation appoints the external reviewers and coordinates the review process. The two prizes are then awarded each fall in the name of Friedrich Gennheimer by the Ludwigshafen University of Business and Society.