Research & Programs - HHL Leipzig Graduate School of Management

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34 Research & Programs News from the Smile and Smile.medibiz initiatives Both initiatives Smile and Smile.medibiz have further successes to report. Not only did we win the futureSAX prize for the best start-up network in Saxony, we also had several new start-up projects and interesting seminars. Events Start-up financing by the Central Development Agency of the Free State of Saxony (SAB) and the Federal Employment Agency On October 20, 2010, an event entitled “Start-up financing by the SAB and the BA” was held at HHL. Experts from the two institutions presented various forms of support for company founders and highlighted important criteria for financing a new business successfully. More than 15 potential founders participated in the event and enjoyed fruitful discussions on finding the right financing sources for each step in the company life cycle. Start-up financing by the Leipzig Chamber of Commerce and Industry (IHK) and the City of Leipzig On November 10, 2010, the Smile “Start-up financing” series of lectures continued with interesting insights on how the IHK and the City of Leipzig are encouraging entrepreneurs in Leipzig. Experts presented and discussed the instruments available for financial and consulting support; in particular, information on the new and innovative “Leipzig Microcredit” was very helpful to the more than 15 potential founders who were present. Panel discussion at the VDE Youth Congress in Leipzig The VDE Youth Congress is an annual congress attended by more than 600 students. Taking “Opportunities and risks of founding a business” as the topic, Smile organized a panel with two current start-ups (Moritz von Butlar and Stephan Preuss), a Smile coach (Matthias Tischner) and the co-founder of Roth & Rau AG (Professor Dr. Sylvia Roth). This discussion was very constructive for all participants, giving them many helpful hints about establishing a business. Management tools for founders Seminars organized by Smile.medibiz were again an integrated part of the curriculum of the University of Leipzig’s Faculty for Biosciences, Pharmacy and Psychology. As part of the elective module “From Idea to IPO”, the coaches of Smile.medibiz discussed all aspects of starting up and growing a business with students and potential founders. The seminar was offered for the first time in the Winter Semester 2009/2010 and was very popular, with the result that there were three times as many registrations as places in the current semester – demonstrating that there is a growing entrepreneurial spirit in Leipzig. German Equity Capital Forum April 28-29, 2010, Smile and Smile.medibiz participated in the Deutsche Eigenkapitalforum in Dresden which was hosted by the KfW Bankengruppe, the German Stock Exchange Group, and the State Ministry of Economic Affairs and Employment of Saxony (SMWA). The Forum is one of the top networking opportunities for young companies seeking venture capital, and accordingly it focuses on active venture capital investors and business angels. There are also workshops and lectures on the topics of innovation and equity financing. Smile and Smile.medibiz presented their portfolio of initiatives supporting young founders in Leipzig. HHL News – wiNter 2010/2011 Selected Coaching Projects WetterSchutz Founded in September 2010, Deutsche WetterSchutz analyzes and prices the weather risk to a company. By looking at the meteorological influences to whichit is exposed, a company can individually protect itself against weather risks with so-called weather options. In order to ensure transparency and coverage for its customers, Deutsche WetterSchutz collaborates with several risk carriers, including reinsurance companies and investment funds. Target customers are weather-sensitive companies in for example the leisure, tourist, energy and agricultural industries. >> www.dw-deutschewetterschutz.de Coming up Anwalt bei der Unternehmensgründung – sinnvoll oder sinnlos? Using a fictitious start-up company as an example, lawyer Frank Weigelt explains step by step what potential problems can occur in the founding process. Corporate law, copyright and labor law are among the problems that will be discussed at HHL on February 9, 2011. Contact: >> www.smile.uni-leipzig.de E-mail: matthias.tischner@hhl.de >> www.smile.medibiz.org E-mail: alexander.knauer@hhl.de
Chair of Marketing Management 59 th Leadership Talk of the Academic Society The Academic Society for Marketing and Business Leadership (Wissenschaftliche Gesellschaft für Marketing und Unternehmensführung) convened on November 4 and 5, 2010, at the headquarters of Gruner + Jahr in Hamburg. Responding to the invitation from Dr. Bernd Buchholz, CEO of Europe’s largest publishing house, the participants discussed the implications of the rapid and ongoing changes in the media landscape for market-oriented leadership. Prominent speakers such as Dr. Stefan Groß-Selbeck, CEO of XING AG, and Anke Schäferkordt, CEO of Mediengruppe RTL Deutschland, looked at the issues from different angles. In order to approach the underlying importance of the topic in a comprehensive and holistic manner, three distinct perspectives were chosen: Print, TV, and Internet. Yet the discussion clearly demonstrated that an iso- Research & Programs lated view of single media markets is no longer sufficient. Instead, in the light of the convergence of previously separate media markets, companies have to focus their resources and tune their communication strategies accordingly. The next Leadership Talk will take place on March 24 and 25, 2011, at the premises of the Deutsche Post in Bonn. Moreover, in 2011 the Academic Society for Marketing and Business Leadership will celebrate its 30 th anniversary. To mark this auspicious occasion, a dedicated symposium focussing on “Leadership in the Light of Dynamic Markets” will be held on October 13 and 14, 2011, in Münster. Additional information will be provided in due course. Manuel Roj University choice in focus Times are tough for German universities: in recent years, the Bologna process and political reforms have increased competition for students. Demographics are about to worsen the situation as the numbers of potential students in Germany will decline in the second half of the current decade. In this environment, actively recruiting high-potential students becomes more important, as does the academic examination of students’ choice behavior. In a recent research project, HHL’s Chair of Marketing Management interviewed more than 350 first-year students at six business schools (private and state-run) in the German language area about the image they have with regard to the institutions in question. Furthermore, the students were asked about their application intentions and behavior during their decision making. The data allows for a detailed statistical analysis of the students’ university choice process, with a particular focus on the relevance of cognitive and emotional images of the university and its environment. At the beginning of the process (application behavior), teaching and research quality is of major importance for potential students, as is an emotional connection with the university’s location. The first aspect becomes less influential in later steps (application and choice). Instead, structure and services beyond core academic qualities gain importance, and the location maintains and even extends the significance of its role. Other aspects such as affordability or a personal visit are additional drivers in certain steps, whereas academic freedom was even found to have a negative impact in the student group examined. All in all, the project’s results demonstrate the relevance of a process-oriented view of students’ university choice. Furthermore, the results establish an important link between marketing higher education in Germany and theories well-proven in traditional buyer behavior research. Dr. Gunther Greven HHL News – wiNter 2010/2011 35 New laboratory for multisensory communication research opens in Leipzig A Laboratory for Multisensory Communication Research, which has been set up with the support of the Media Foundation of the Spar- kasse Leipzig, will open in Leipzig at the beginning of 2011. The laboratory, which was planned by HHL’s Chair of Marketing Management in cooperation with the Institute for Applied Journalism Re- search (IPJ) and which will be used jointly by them in the future, concentrates on the effectiveness of research in the field of media communication and brand management. The integrated use of classical methods, such as surveys and observations, and equipment-based methods, such as eye tracking, has proven to be insightful in this exciting field. Equipment-based measuring methods will be applied in the new laboratory. For example, an eye tracking system including analysis software from Tobii will be available for mobile field research projects. Tobii’s technology is currently considered to be the state of the art in the field of head-mounted eye trackers. Coinciding with the laboratory’s opening, a new PhD position supported by the Media Foundation of the Sparkasse Leipzig, will be created at the Chair of Marketing Management. If you have any questions on the laboratory or would like further information, please contact the Chair of Marketing Management. Beatrice Ermer Tobii Glasses Eye Tracker
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