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Applied Market Research for German SMEs in Africa

In: Handbook of Applied Market Research and Personnel Services at Universities

Author

Listed:
  • Syed Afraz Gillani
  • Lin Bo
  • David Elema

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.

Suggested Citation

  • Syed Afraz Gillani & Lin Bo & David Elema, 2018. "Applied Market Research for German SMEs in Africa," Handbook Chapters, in: Francis Boachie-Mensah & Justus Munyoki & Udo Scheuer (ed.), Handbook of Applied Market Research and Personnel Services at Universities, edition 1, pages 48-61, German African University Partnership Platform for the Development of Entrepreneurs and Small/Medium Enterprises.
    • Handle: RePEc:sau:gauphc:amps:048-061
    DOI: 10.18418/978-3-96043-065-0_5
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    More about this item

    JEL classification:

    • L22 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Firm Organization and Market Structure
    • M50 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Personnel Economics - - - General

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