@incollection{GillaniBoElema2018,
  author    = {Syed Afraz Gillani and Lin Bo and David Elema},
  title     = {Applied Market Research for German SMEs in Africa},
  series = {Boachie-Mensah, Munyoki, Scheuer (Eds.): Handbook of Applied Market Research and Personnel Services at Universities},
  isbn      = {978-3-96043-065-0},
  doi       = {10.18418/978-3-96043-065-0\_5},
  url       = {https://nbn-resolving.org/urn:nbn:de:hbz:1044-opus-43110},
  pages     = {48 -- 61},
  year      = {2018},
  abstract  = {The main objective of this chapter is to give insights into how H-BRS as a German University of Applied Sciences supports small and medium-sized enterprises (SMEs) in exploring African markets. The university achieves this objective by engaging its Bachelor and Master level students in applied market research. Students engage in this research as part of their final thesis writing. This chapter lays out a process for successful marketing research projects for German SMEs in nine steps.},
  language  = {en}
}