Gerhard Wührer,
"Marketingwissen im Praxis-Transfer ? Beiträge des Instituts für Handel, Absatz und Marketing in den letzten 50 Jahren durch Diplom- und Masterarbeiten"
, Böhlau Verlag 2017, Wien, 2017
Original Titel:
Marketingwissen im Praxis-Transfer ? Beiträge des Instituts für Handel, Absatz und Marketing in den letzten 50 Jahren durch Diplom- und Masterarbeiten
Sprache des Titels:
Deutsch
Original Kurzfassung:
The project goal is to explore and demonstrate the contributions of a university institute via theses work in cooperation with industry, enterprises, and public institutions.
Johannes Kepler University was founded in 1966. The "Institute for Retailing, Sales, and Marketing" was among the founding institutes. The original title was 'Institute for International Marketing'. As such it was the first institute in the German speaking academic management arena which had 'Marketing' in its title. During the last fifty years about 1500 master theses have been supervised, written, and approbated by the institute.
A cross-sectional and longitudinal bibliometric analysis of the master theses show the content of the scholarly work established where about 80 percent are done in form of cooparative projects with companies and public institutions. The topical emphasis consists of 15 key word clusters which range from 'international marketing', 'marketing concepts', 'marketing for investment goods' via 'relationship marketing', 'client management', to 'services', 'marketing research', 'communication & advertising', and 'public relations'. The cross-sectional bibliometric exploration is augmented by a longitudinal analysis which shows the increasing diversification of the knowledge domain in practice transfer throughout the years. An estimation made on the basis of the European Credit Transfer System (ECTS) indicates how many working hours have been dedicated by students for the transfer work done.
The research will be published in: "50 Jahre Johannes Kepler-Universität, Band 2: Fallbeispiele", edited by Maria Wirth, Andreas Reichl, and Marcus Gräser, Böhlau Verlag 2017 (forthcoming).
Forschungs-