Michael Buttkus is a partner at Horváth & Partners, where he heads the retail and consumer goods competence center. He has extensive practical experience in the areas of performance management, management accounting and finance, strategic business management, and process and organizational management.Prof. Ralf Eberenz is a senior advisor at Horváth & Partners and teaches business administration at the NORDAKADEMIE Graduate School in Elmshorn, Germany. He gained comprehensive practical experience in the consumer goods industry in various leadership positions at Beiersdorf. His major areas of expertise are strategic business management, management accounting, risk management, and mergers & acquisitions.