Research Areas

InternationalBusiness and Globalization

B2B? Marketing

B2B? Brand Managment

B2B2C Ingredient Branding

An ingredient brand is exactly what the name implies: an ingredient or component of a product that has its own brand identity. Well-known examples include PC computers with Intel Inside, diet soft drinks with NutraSweet?, stereos with Dolby noise reduction, and Chevron gasoline with Techron. Intel did not invent ingredient branding, but they did take the strategy to a whole new level. GoreTex? offers an earlier visionary example of ingredient branding, as it was always more important than the actual product brand – leading to the holy grail of ingredient branding: pull through with your customer’s customer. Now Texas Instruments, the semiconductor and technology company with a 75 year history, is applying the direct to the consumer approach to help stimulate market demand among end users.

Ingredient Branding can protect or grow market share, particularly during tough economic times, by developing an emotional bond between the brand and formerly unaware end-product users, opening up growth opportunities in new products, channels, and markets.

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open Source

Various projekct have been conducted to improve the application of open source software.

On was the analysis and support of the development of an open source cluster in the Stuttgart Region. http://opensource.region-stuttgart.de/english.php

More information on open source ( mainly in German Language) could be found under http://www.opensourcejahrbuch.de/2005

http://www.opensourcejahrbuch.de/2004

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