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July 26, 2018
Joint Conference on Technologies and Science-to-Business in Indonesia - S2BMRC and MUAS partnering with ITP

July 26, 2018
Best Presentation Award for Eva Sormani from S2BMRC

Fields of expertise

Thematic focus

The Science-to-Business Marketing Research Centre combines three main topics, namely:
  • Marketing
  • Innovation
  • Entrepreneurship

More precisely, our focus topics include (but are not limited to):
  • Science-to-Business Marketing
  • University-Business Cooperation
  • Innovation in and through University-Industry Interaction
  • Entrepreneurial thinking and acting in universities (Entrepreneurial Universities)
  • Innovation Management
  • Knowledge and Technology Transfer

Industry sector experiences

We apply our knowledge in many different industry sectors, with some of the core sectors being:
  • Engineering (e.g. electrical, electronic, machinery, plant, automation, automotive and transport engineering)
  • Information Technology & Communication (incl. software & media)
  • Chemical and bio industry (incl. paint and varnish)
  • Packaging
  • Supplier industry
  • Business Process Management
  • Construction industry (building materials, prefabs, roofs, windows …)
  • Logistics

Methodological expertise

Strongly believing in market-oriented approaches towards any form of organisational / project management, we use (market) research to inform the later stages in the development process (market diagnostics).

The S2B combines competences on various research methods:
  • Qualitative research (incl. interviews, focus groups
  • Quantitative research (incl. online and paper-based surveys)
  • Mixed methods approaches

Our main analysis methods include:
  • Descriptive analyses (incl. frequencies)
  • Multi-variate analyses (incl. regression, cluster and factor analyses)
  • Structural equation modelling
  • Scoring models
  • Scenario Analyses (incl. Monte Carlo Simulation)
  • Qualitative content analyses (using e.g. NVivo, ATLAS)

Some of the general methods we use include:
  • Customer satisfaction analyses
  • Market potential analyses
  • Image analyses (e.g. company or product brands, employer branding)
  • Marketing strategy development
  • Impact / value-creation measurement
  • Outcome-driven innovation
  • Evaluation and identification of Key performance indicators (KPIs)
  • Predictive analyses
  • Research on uncertain environments / markets (e.g. disruptive change)


For more information, please contact:

Prof. Dr. Thomas Baaken
Managing Director of the Research Centre "Science Marketing"

Professor in Technology Marketing and B-to-B Marketing at Münster University of Applied Sciences

+49 (0) 251 83-65690

Learn more about us

Our 2015 brochure
in English

Key initiatives

The State of University-Business Cooperation
Our project, our portal

S2B publication list
Browse through our publications
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