Centres and
Global Centres
The HSG centres are partnerships between HSG’s institutes and research institutes. The goal is the interdisciplinary cooperation on certain key issues. HSG centres are virtual centres that are not to be confused with the competence centres within the institutes. The new centres – which have existed since 2006 – also have a showcase function.
The following goals are intended to be achieved in an educational landscape that continues to become increasingly more international:
Novel and relevant insights into customers’ thinking and behaviour are crucial for companies to be able to run successful marketing campaigns in tomorrow’s market. Building on the achievements and findings of the Institute for Customer Insight (ICI-HSG), the GCCI aims to become a leading globaly recognised hub for research in the field of purchasing decisions and customer behaviour. The ICI-HSG stands already as one of Europe’s top-tier research institutions, maintaining a strong network of contacts in the corporate world, inlcuding companies such as ABB, Audi, BMW, Bühler, Hilti, Lufthansa, the Swiss Post and Schindler among others. Its research specturm ranges from behavioural branding, design and product development, brand and emotion, and market research and data modelling.
The professors of the Global Center for Entrepreneurship and Innovation exert an essential international influence in the fields of research related to innovation research, start-ups and young companies, as well as family businesses. Companies such as Audi, BASF, Bosch, Bühler, Daimler, SAP and Swisscom have established long-term cooperation ventures with them. The insights gained from research projects with these partners are also made accessible to regional SMEs through workgroups. Additionally, through numerous startups and spin-offs further benefits are realised for the region. The HSG Founders’ Lab with the “Founders’ Garage”, has a strong impact on the founding culture both on the campus and in the region.