1. Bern University of Applied Sciences
  2. Business School
  3. Research
  4. Research areas
  5. Institute for Marketing & Global Management
  6. Marketing for startups
See table of contents See table of contents

Marketing for startups

We deal with specific issues of startup marketing in relation to key stakeholders (backers, customers, users).

Go-to-market strategies for startups

We explore which strategies startups can use to make their market entry successful.

Selected publications

Selected projects

Innovation cheque study for Thinkgate

The marketing group is supporting a Bernese start-up with a preliminary study supported by Innosuisse. The aim is to investigate user acceptance of a new type of mobility app.

  • Institute Institute for Marketing & Global Management
  • Research unit Marketing
  • Head of project Tina von Däniken
Live-Case im Bachelormodul «Entrepreneurial Marketing» (FS 2023) in Kooperation mit Bebop Robotics AG: Service-Roboter in der Gastronomie
Von der Hochschulbank auf die Bühne der European Marketing Academy: Wie ein Semesterprojekt zur ersten wissenschaftlichen Publikation wurde

Selected lectures, activities and media coverage

Interview mit Prof. Dr. Stefan Rose zum Thema autonome Lieferfahrzeuge, erschienen in Kocher, David (2022), Berner Start-up präsentiert selbstfahrendes Lieferfahrzeug – ist das überhaupt schon möglich?, Bärn Today, 10. Dezember.
Zoe Waldenmeyer (2013), KMU haben noch viel Potenzial zur Markenstärkung, KMU Magazin.

Developing sources of funding

We explore how early-stage product innovations can be effectively commercialised, for example through crowdfunding.

Selected publications