Entrepreneurial Marketing

We empower startups and SMEs by combining strategic marketing guidance with actionable measures that enable early growth, generate customer insights, and drive innovation diffusion.

Basis of the following teaching modules

Entrepreneurial Marketing (Bachelor)

Ausgewählte Publikationen

Ammann, Clemens, Andrea Giuffredi-Kähr, Bettina Nyffenegger, Harley Krohmer, and Wayne D. Hoyer (2025), Beyond Strong Bonds: A Typology and Motivational Insights into Online Brand Defenders, Journal of Interactive Marketing, 60(3), 271-292.
von Allmen, Yannick, Sven Feurer, and Tina von Däniken (2025), Towards a Better Understanding of Consumer Fairness Perceptions of Dynamic Ski Pass Prices: How Price-Setting Based on Weather Takes its Toll, Proceedings of the European Marketing Academy, Madrid.
Feurer, Sven, Stefan Rose, Jonas Berger, Miriam Fux, Livia Graf, Roman Schaad, Janick Scheidegger, Fabian Zbinden (2023), Do Service Robots Impair Consumer Fairness Perceptions of a Price Increase? Accepted for presentation at the EMAC Annual Conference, Odense, Denmark (May 23-26).
Feurer, Sven and Tina von Däniken (2014), Price Fairness, in: Hinterhuber, Andreas (ed.), Encyclopedia of Pricing, Edward Elgar, 185–188.
Konya-Baumbach, Elisa, Monika C. Schuhmacher, Sabine Kuester & Victoria Kuharev (2019), Making a first impression as a start-up: Strategies to overcome low initial trust perceptions in digital innovation adoption, International Journal of Research in Marketing, 36(3), 386–400.
Kuester, Sabine, Elisa Konya-Baumbach & Monika C. Schuhmacher (2018), Get the show on the road: Go-to-market strategies for e-innovations of start-ups, Journal of Business Research, 83(Feb), 65–81.
Kuester, Sabine, Sven Feurer, Monika C. Schuhmacher, and Dominik Reinartz (2015), Comparing the incomparable: How consumers judge the price fairness of new products, International Journal of Research in Marketing, 32(3), 272-283.

Selected activities and media coverage

Ammann, C. L. (2022, Juli/August). Interview: Die Generation Z als Konsumentengruppe. In Wirkstoff: Offizielles Magazin des Schweizerischen Drogistenverbands, 7-8/2022, S. 18-22.

Konya-Baumbach, E.: (2020): Keynote auf dem Symposium “Rethinking Decision Making in the Digital Society – Wie verändert die Digitalisierung unsere Kaufentscheidungen?” Berner FH, Bern, CH (Sep 2020“Erfolgreiche Markteinführung digitaler Innovationen: Strategien zur Etablierung initialen Vertrauens”).

Selected teaching cooperations with startups

Bebop Robotics (Deisswil), UnvergÄssbar (Bern), Raylution (Sissach), Mycrocyte (Biel/Bienne), Food Brewer (Horgen), Teil (Bern), ILEVE (Bern), Beyond Diagnostics (Bern).