Faculty of Business Administration and Economics
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Universität Bielefeld > Faculty of Business Administration and Economics > Marketing > Research > Research Projects

Completed Research Projects

Marketing Research in City Development

Feb. 1996 - Dec. 1998

Efficiency Control in City Marketing

Jan. 1999 - Dec. 2001

Marketing for Small- and Medium-sized Enterprises (SME)

March 2003 - Oct. 2004


March 2004 - February 2006

Application of conjoint analysis as a marketing research tool to the development and control of future academic library services

in collaboration with the Bielefeld University Library

In this project we developed a comprehensive analysis and simulation framework for academic libraries, which enables a founded strategic planning of future service design on the basis of preference measurement (using conjoint analysis). Here, we took into account both services that were already available and potential ones that did not exist till then. The framework was deduced from an empirical study that was organized and carried out together with the Bielefeld University Library, and it was made publicly available by means of an appropriate guideline. Its portability was audited in cooperation with the University of Cottbus. An intensive exchange of information with the Johns Hopkins University, USA, completed the project.

Network "BWL in OWL"

Aug. 2004 - July 2007

The “BWL in OWL” project, which was granted by the Robert Bosch Stiftung, focused at an increasing cooperation between high schools and universities on the field of business education. It aimed at the collective development and realization of concepts to facilitate the successful transition from high school to university for those who are interested in business studies. The cooperation between the Bielefeld University’s Faculty of Business Administration and Economics, the Friedrich-List-Berufskolleg Herford, and the Rudolf-Rempel-Berufskolleg Bielefeld (both high schools are explicitly focusing on business administration) provided an efficient and effective way to develop relevant arrangements. The project comprised three complementary modules.

The first one, “Organisationsangebot zum Studium der BWL“, should give the high school students an idea of what the everyday life of a university student looks like. For this purpose professors of business administration from the Bielefeld University frequently gave lectures at the cooperating high schools on current topics of business administration and management. In addition, the high school students, on their part, had the opportunity to visit basic lectures at Bielefeld University. In order to consolidate the topics discussed in these lectures, supporting tutorials were offered. To ensure a meaningful complement regarding the given curriculum at the high schools the topics to be covered in the lectures were collectively determined by representatives of all institutions. Moreover, the high school students were trained in applying scientific methods of information retrieval at the university library. Upon completion this phase of the project they received a “driver’s licence for the library”, which certificates successful participation. Beyond that the high school students got the opportunity of receiving a university library card which provides them with the access to the available media, e.g. for preparing their exams or papers at school.

The second module, “Lehrende im Dialog”, enabled the teachers of the cooperating schools to receive information on current business research. In the sub-module “Treffpunkt BWL” the teachers had the chance to discuss in detail topics of interest with the involved professors from the Bielefeld University. The insights gained through these meetings can be used to enhance future courses at school by integrating them into the regular curriculum.

The third module, “Einblicke in die betriebswirtschaftliche Forschung”, builded upon the first two. Here the high school students were confronted with real case studies to learn and practice scientific methods in business administration. Doing so the high school students got an idea of the benefits of theoretical models, which are highly important in business research, and of how they can be applied.

The highlight of the common activities between the university and both schools was the summer school which took place once a year. The summer school was open for those high school students who were significantly interested in specialising their existing economical knowledge and who had proven their subject-related interests in earlier steps of the project. During the summer school the high school students were working in teams, and guided by coaches, on real economical problems. A main subject of the summer school was the participation in a computer-based business game. In this way, the high school students got a feeling of what it means to make “real” business decisions. Beyond that they were enabled to understand the necessity of goal-oriented communication between partners and the willingness to compromise.

Location factor "Family Friendliness"

July 2007 - Dec. 2008

An empirical study on the attractiveness of East Westfalia for specialists and executive staff with a special focus on the family friendliness.

Due to the increasing competition for skilled professionals and the general demographic developments the topic of "family friendliness" has gained increasing importance in the different regions of Germany, both from a social and an economic point of view. With regard to an improvement of the competitive strengths of East Westfalia, our study aimed to analyze and evaluate the family friendliness of the municipalities in this region. The study was conducted in collaboration with Bielefeld 2000plus. External cooperation partners were the CCI East Westfalia in Bielefeld and the Bertelsmann Foundation.


Dec. 2007 - Nov. 2009

BWL in OWL II – „Deutung und Analyse betriebswirtschaftlicher Phänomene“

Multimediale Ähnlichkeitssuche zum Matchen, Typologisieren und Segmentieren

There is no English translation available at the moment. For further details please look at the German version.