Applied Market Research for German SMEs in Africa

Syed Afraz Gillani, Lin Bo and David Elema

A chapter in Handbook of Applied Market Research and Personnel Services at Universities, 2018, pp 48-61 from German African University Partnership Platform for the Development of Entrepreneurs and Small/Medium Enterprises

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.

JEL-codes: L22 M50 (search for similar items in EconPapers)
Date: 2018
ISBN: 978-3-96043-065-0
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Persistent link: https://EconPapers.repec.org/RePEc:sau:gauphc:amps:048-061

DOI: 10.18418/978-3-96043-065-0_5

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