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Applied Market Research for German SMEs in Africa

  • 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.

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Document Type:Part of a Book
Author:Syed Afraz Gillani, Lin Bo, David Elema
Parent Title (English):Boachie-Mensah, Munyoki, Scheuer (Eds.): Handbook of Applied Market Research and Personnel Services at Universities
First Page:48
Last Page:61
Publishing Institution:Hochschule Bonn-Rhein-Sieg
Date of first publication:2019/01/03
Dewey Decimal Classification (DDC):6 Technik, Medizin, angewandte Wissenschaften / 65 Management, Öffentlichkeitsarbeit / 650 Management und unterstützende Tätigkeiten
Collectives:Handbook of Applied Market Research and Personnel Services at Universities
Entry in this database:2019/01/03
Licence (German):License LogoCreative Commons - CC BY-NC-SA - Namensnennung - Nicht kommerziell - Weitergabe unter gleichen Bedingungen 4.0 International