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Book publications

Some of the books which have been published by our centre and our researchers.

Entrepreneurial behavior of academics within the context of education

by Sue Rossano-Rivero (2018)

This research investigates the entrepreneurial behaviour of academics. Nowadays, universities are expected to be organisations with open boundaries, allowing for the cooperation and interdependency among different actors in the society. Against this background, this research focuses on the engagement of academics on entrepreneurial activities with external actors, so as to introduce novelties in teaching to create value for the university.

Social capital theory on entrepreneurship explains how social structures facilitate and constrain opportunities, behaviours, and cognitions of social actors. However, we know less about the actions of individuals to organize their social network in the first place. This research contributes to this theory by focusing on the individual characteristics, such as networking practices of  academics, as antecedents of social capital organisation.

Additionally, this research provides societal contribution by accomplishing a better understanding of the possible synergies between the three core tasks of the university (teaching, research and knowledge transfer). This research follows a sequential mixed methods approach grounded in critical realism. Four studies are conducted to understand:

How do the social interactions of academics affect their entrepreneurial behaviour within the context of UBC-based education, and (if any) with what effects on the education mission of the university?

Entrepreneurship in Latin America

edited by Thomas Baaken and Sue Rossano (2016)

The pursuit of opportunities is at the core of entrepreneurship; however, it seems unconceivable to think about entrepreneurship education without taking into consideration the external environment. Entrepreneurs by nature seek to exploit external opportunities embedded in the environment.

To respond to this environment, entrepreneurial thinking and acting as well as innovation driven individuals are needed; more precisely, students need to develop new competences that enable them to respond to changes and capitalise on new opportunities that changes bring. In this respect, the duty of universities is to meet students' expectations by preparing them for the environment in which they will operate.

The book "Entrepreneurship in Latin America" is a collection of academic works from Münster University of Applied Sciences, motivated by the potential of entrepreneurial actions to bring about positive changes in Latin America. The authors reflect on the role that "Entrepreneurship" plays in organisations in the form of intrapreneurship, or on the role of education systems in their home countries play in fostering these entrepreneurial thinking and acting among students and the next "leaders to-be".

Success with consistent partners

Success with consistent partners - Identification and selection of business cooperation partners by Christian Junker (2016), published by Springer Gabler

The innovative method "consistency map", developed by S2BMRC Team member Dr. Christian Junker, guides companies in a structured way to find and select most fitting business or University partners for their success. Partners can be HEIs (UBC) a s well as Business partners. The "consistency map" bases its suggestions on empirical findings, oftentimes suitable partner-types are revealed, which are unexpected at first.

Nowadays, partnering is essential for innovation and businesses in order to stay competitive. A partnership can either be formed as a joint innovative development of a proposal, as an increase in market share by generating economies of scale or even as an acquisition of entire companies.

For business partnering, the question is which organisations match and which constellation can be successful. To facilitate the search and selection process of adequate partners, the consistency map is a valuable new method and tool.

The University-Business Cooperation Ecosystem

The University-Business Cooperation Ecosystem: an Evidence-Based Approach for the Management of European University-Business Cooperation by Victoria Galan-Muros (2016)

The importance of the cooperation between universities and business is increasing in Europe, as it has proved to be on excellent source of innovation and on engine for economic recovery and growth towards knowledge societies. This is especially relevant in a European context with decreasing public funding for universities, business constant need to innovate, high unemployment rates and lock of global competitiveness. Facing these challenges, university-business cooperation (UBC) has become o priority for university managers, business and policymakers at all levels. However, its management and regulation ore extremely complex and its literature unclear, biased and fragmented.

This dissertation examines the phenomenon of UBC in Europe from the higher education institutions perspective. ln doing so, the strategic understanding of UBC is strengthened through the creation of the UBC Ecosystem Framework. Using an evidence-based approach, it further explores all the elements of the ecosystem in detail, such as UBC results, supporting mechanisms, barriers, drivers and some factors thot influence its development. This dissertation makes significant contributions to the UBC research field while also support the work of UBC managers and policymakers.

Change to Success: Case Studies of Latin American Universities

Change to Success: Case Studies of Latin American Universities on solutions for promoting innovation in knowledge and technology transfer, edited by Rosalba Badillo-Vega, Victoria Galan-Muros, Lydia Raesfeld, Thomas Baaken, Sue Rossano-Rivero, Milton Villarreal-Castro (2015), published by WAXMANN

In a world where innovation is considered to be a key driver for a new economy, Higher Education Institutions (HEI) can play a pivotal role. With this understanding, HEI in Latin America, have become significantly more entrepreneurial over the last decades in order to perform their "third mission" - provide a greater benefit to society. UniTransfer, the project that gives birth to this book, emerges as a response to a better understanding of the nature of knowledge and technology transfer (KTT), presenting interesting alternative approaches to KTT such as; "Science-to-business marketing", "Partnering approaches for knowledge transfer" and "Academic Entrepreneurship"; further it offers tools and proposes actions to implement change from within the structures of HEIs in Central America and Mexico. This publication portrays the projects developed by the participants from Uni Transfer - Executive Training Course. Each chapter constitutes an approach and a good practice that can be further consulted by any other academic institution in a similar context striving for change to success. Moreover, the projects developed from each participant illustrate the specific profiles, visions and missions, as well as organisational and governance frameworks that the new leadership in higher education needs to embrace if it ought to fulfil its new entrepreneurial role beyond the traditional boundaries of the HEI"

ISBN-print: 978-3-8309-3319-9
ISBN-eBook: 978-3-8309-3319-4

Entrepreneurship at Universities

Entrepreneurship at Universities - Exploring the factors influencing the development of entrepreneurship at universities, by Todd A. Davey (2015)

Universities are increasingly seen as a crucial player in the development of (knowledge) societies. Entrepreneurship has been embraced in universities around the world. However, the questions of what exactly is entrepreneurship at universities and what influences it remain highly contentious. In his book, Todd Davey has provided a more complete picture of the entrepreneurial ecosystem at universities. His study shows that there is a complex web of mechanisms, stakeholders and influencing factors which make up the entrepreneurial ecosystem.

The entrepreneurial ecosystem within the context of University-Business Collaboration consists of multiple influencing factors which are identified, including:

  • Personal factors: the behaviour of academics and students is subject to a greater degree of influence from their own interest, attributes, motivations and perceptions;
  • Institutional and environmental factors: the characteristics of the region and its culture are factors which both foster or hinder entrepreneurship;
  • The process of entrepreneurship and knowledge transfer: the dependency on independent stakeholders to commercialise knowledge, for example, makes managing entrepreneurship at universities more difficult.


The results indicate a number of considerations for those driving, supporting or undertaking entrepreneurship at universities which can improve performance. "There is a growing need for clarity about the role of the university in entrepreneurship, and about what effects and motivates academic and student entrepreneurship," Todd says. "Having a 'bigger picture' or macro-level perspective on entrepreneurship at universities which all stakeholders can use is very important."

ISBN: 978-94-91901-13-3

Managing Disruption and Destabilisation

edited by Thomas Baaken and Janusz Teczke (2014)

Today's century is a period of rapid changes in technologies and communication systems, accompanied by no less rapid political, economic and social changes. Globalization processes, hegemony of multinational corporates and industrialized countries were supposed to be a guarantor of global peace. But a new age appeared in the contemporary world, which can be described as an age of disruptive changes and destabilization.

The presented considerations in this book point out the complexity of relations taking place between the societies and businesses. The paradigms of disruptive change and destabilization on the one hand, and the variability and indefiniteness of business on the other, lead to a new setting of regions, countries, industries and educational organizations.

Modern Concepts of Organisational Marketing (in German)

edited by Thorsten Kliewe & Tobias Kesting (2014), published by Springer Gabler

Innovationen, gesellschaftliche Veränderungen sowie der stetige Wandel auf den (globalen) Märkten bringen neue Herausforderungen mit sich, die es erfordern, Lösungsansätze aus verwandten Marketingdisziplinen zu identifizieren und zu nutzen. Das organisationale Marketing kombiniert Disziplinen, die organisationale Zielgruppen zum Gegenstand haben und bietet somit entsprechende Lern- und Übertragungspotenziale. In dieser Festschrift zum 60. Geburtstag von Prof. Dr. Thomas Baaken hat sich hierzu ein renommierter internationaler Expertenkreis zusammengefunden, um moderne Konzepte aus dem Business-to-Business- und dem Science-to-Business-Marketing aufzuzeigen. Daraus ergeben sich für den Leser neue Erkenntnisse, Ideen und Möglichkeiten für nachhaltige und erfolgreiche Marketingstrategien.

Der Inhalt

  • Business-to-Business-Marketing
  • Science-to-Business-Marketing
  • Hochschul-Wissens- und Technologietransfer
  • Inter-organisationales Innovationsmanagement
  • Organisationales Markenmanagement


Die Zielgruppen
Forschende, Lehrende, Studierende sowie Hochschul- und Praxisvertreter, die sich betriebswirtschaftlichen sowie daran anknüpfenden interdisziplinären Themen- und Problemfeldern widmen.

Knowledge and Technology Transfer through Higher Education Institutions

Knowledge and Technology Transfer through Higher Education Institutions from a market-oriented perspective, by Tobias Kesting (2013), published by Gabler

Tobias Kesting investigates specific approaches for successfully creating processes for higher education knowledge and technology (KTT) transfer. The author explores inter-organisational transfer activities from an explicit market and user oriented perspective and thus significantly contributes to literature. Based on theoretic references bases from network analysis, national innovation systems, the knowledge generation "Mode 2" as well as the Triple Helix concept a conceptually reference framework for higher education - KTT is developed. On this basis and under consideration of model-theoretic insights regarding the transfer delivery and aspects of service marketing, Kesting develops a modular transfer system for the illustration and handling of processes. Its focus is covered in great depth through two empirical studies. The conceptually and empirical insights lead the author to conclude final theses for optimising higher education knowledge and technology transfer in the sense of successful transfer processes.

Business-to-Business Communication / New developments in B2B-Marketing

edited by Thomas Baaken, Tobias Kesting, Thorsten Kliewe, Ronald Pörner (2012), published by Erich Schmidt Verlag

The rapid progress of modern information and communication technologies and the linked dynamic relationships of business and emotional nature present companies especially in B-to-B markets with enormous challenges. The increasingly becoming conceptual and technical possibilities have to be understood and applied without neglecting the fundamental communication principles. This book comprises the know-how of experienced practitioners as well as renowned academics and offers a current overview of concepts, potentials and trends in B-to-B communication:

  • Foundations and strategic aspects of B-to-B communication - with many examples and case studies
  • Potentials of internet based communication - from Social Media and Web 2.0 to mobile Marketing & Co.
  • Principles of brand policy, brand orientation, aspects of brand perception, brand management
  • Current developments - viral marketing, emotionality in B-to-B Marketing, Open Innovation and many more.

Companies, agencies, marketing and communication researchers benefit from innovative impulses for successful B-to-B communication!

The relationship between universities and the regional economy

The relationship between universities and the regional economy in an international contex,  by Rosalba Badillo Vega, Lydia Raesfeld, Juan Villalvazo Naranjo, Thomas Baaken (2011)

The initiative for this book emerged at two international conferences at the Universidad Autónoma de Nuevo Leon (UANL) in November 2010 in Monterrey and the Universidad Autónoma del Estado Hidalgo (UAEH) in February 2011 in Pachuca, both in Mexico. Speakers and participants, not only from Mexico but also from Central America, the USA and Germany, discuss the differences in cooperation between science and economy in different situations, to learn from each other each other and to explore the causes of certain developments. In societies like Germany and the United States is in a certain tradition of cooperation between the two sectors. Nevertheless, there are potentials for improvement. In contrast, Latin American cultures have very different obstacles. The book is an attempt to explain these developments and to provide examples of successful collaborations. These collaborations are always two-way streets, trust and patience and commitment as the basis for current and future needs, so both sides win: the science and the economy (and society as a third element). The book is thus a forum in which theoretical and practical cases are reflected. Authors reflect their experiences and share them with readers. The thanks go to the people and institutions that have made this book possible. Special thanks go to Dr. Hanns Sylvester, Head of the DAAD in Mexico and Central America, Humberto López Vera Godoi, Rector of UAEH, Dr. Jesús Rodríguez Ancer, rector of UANL, Dr.Marco Antonio Cortes Guardado, President of the University of Guadalajara.

Marketing for innovation

Marketing for innovation - how innovative companies fulfill the needs of their customers, edited by Thomas Baaken, Uwe Höft, Tobias Kesting (2012), published by Harland Media

Ideas only turn to successful innovation, when the customers familiarise, understand and realise the improved benefit for themselves with/of the new products and services. The internal and external marketing of these innovations and the fulfilment of customer needs compose key factors for the success of a company in dynamic markets. Die present issue investigates substantial aspects of the marketing of innovations from the planning to the market entrance of innovative products and services. In doing so, the anticipation of customer needs through the innovation management is considered in the same way as the methods, which identify, analyse and integrate customer needs into one's own business processes. It is concluded with how customer needs can be stimulated in the context of market entry. The book addresses managers on the one hand in the area of innovation management, product development and marketing and on the other hand offers scientists and upstarting academics valuable content and impulses for their research by presenting practice examples and methods.

Key Drivers of University-Industry Relationships

Key Drivers of University-Industry Relationships: and the impact of organisational culture difference, by Carolin Plewa (2010), published by VDM Verlag

Rapid changes in the global competitive environment and the speed of innovation worldwide have forced private and public sector institutions to unite their efforts to remain ahead of their competition and foster the diffusion of knowledge within national innovation systems. This has led to a focus on long-term commercialisation partnerships rather than single transactional exchanges. This study provides unique insights into such partnerships by outlining relevant key success factors and taking into account the impact of organisational culture difference and of individuals engaged in the process. An integration of relationship marketing and technology transfer theory, as well as a combination of qualitative and quantitative methodological approaches, including a dyadic assessment, provide a novel and well-rounded framework for understanding research-oriented university-industry relationships. The results should be of particular interest to university and industry managers and staff, policy makers, technology transfer offices and research centres, consultants, and other bodies aiming for research commercialisation success.

Business-to-Business Communication

edited by Thomas Baaken and others (2002), published by Erich Schmidt Verlag

In this publication the development of the Business-to-Business-Marketing, especially characterised by an altered information behaviour of decision makers and new technologic communication devices, is described.

Business-to-Business Communication is the comprehensive term for commercial and informative activities of companies. The private end consumer is not in focus, rather the professional decision maker, who is part of an organisation and involved in operational regulations and processes. Due to differing needs and characteristics of target groups Business-to-Business Communication complies to other conditions and requirements compared to Business-to-Customer Communication. Throughout the publications of renowned authors, who originate both from academia and practice, new communication tasks as well as requirements are discussed and suggestions, solutions and recommendations are provided. The book is thus of high relevance and benefits both transfer participants. The work is not only of importance for higher education but also for practical and concrete support of communication activities of agencies and companies.

Press opinions of the first issue:
"Especially for persons responsible for marketing issues in companies operating in the capital goods or other B-to-B oriented companies, the book conveys important additional know-how and offers a valuable set of new ideas, solutions and methods. "AUMA Mitteilungen 03/2002, (AUMA - Ausstellungs-und Messe-Ausschuss der Deutschen Wirtschaft e.V.)

Journal Special Issues (Links available)

We also publish some special issues

Integrating Higher Education and University-Business Cooperation: synergies, potential and challenges

European Journal of Education, published by Wiley
Guest editors: Samo Pavlin, Tobias Kesting, Thomas Baaken (2016)

University-Business Cooperation - Individuals and Organisations at the Interface

International Journal of Technology Management, published by Inderscience
Guest editors: Tobias Kesting, Carolin Plewa, Thorsten Kliewe and Todd Davey (2015)

Impact in University-Business Cooperation

International Journal of Technology Transfer and Commercialisation, published by Inderscience
Guest editors: Tobias Kesting, Thorsten Kliewe and Thomas Baaken (2014)

Universities as entrepreneurial organizations

Industry & Higher Education
Guest editors: Victoria Galan-Muros, Peter van der Sijde, Peter, Arno Meerman (2014)

Science-to-Business Marketing

International Journal of Technology Intelligence and Planning, published by Inderscience
Guest editors: Thomas Baaken, Yoshio Sugasawa (published 2006)

Reports (Download available)

The State of European University-Business Cooperation

written by Todd Davey, Prof. Dr. Thomas Baaken, Victoria Galan Muros, Arno Meerman (2011)

The Science-to-Business Marketing Research Centre in Münster, Germany (S2BMRC) is proud to present the results of the first major study on University-Business Cooperation (UBC) in Europe. The study was a fifteen and a half month project on the cooperation between HEIs and public and private organisations in Europe. It was conducted by the Science-to-Business Marketing Research Centre, Germany (S2BMRC) for the DG Education and Culture at the European Commission (EC) during 2010 and 2011. The study not only aims to measure the actual level of UBC (i.e. status quo) to provide a benchmark for European UBC; but also to outline potential reasons, influencing factors, drivers and barriers to UBC as well as offering recommendations for the future. The main components of the project were in-depth qualitative interviews with 10 recognised industry experts as well as a major quantitative survey. The survey was translated into 22 languages and sent to all registered European HEIs (numbering over 3,000) in 33 countries during March 2011. Through this, a final sample population of 6,280 academics and HEI representatives was achieved making the study the largest study into cooperation between HEIs and business yet completed in Europe. Further, 30 good practice UBC case studies have been created to provide positive examples of European UBC.

Service Innovation - Project Report

written by Damian Leich, Sinan Gökduman, Thomas Baaken (2010)

The service industry, as well as the development of innovative (service) products are regarded as the engine of economic growth. This particularly applies to industrial nations like Germany. Due to a lack of natural resources, a situation of increased competition, changes in customer behavior, and a continuous technological change, the successful development and launch of innovative products in these countries is gaining importance. The research on success factors in the area of 'innovation' can look back on an established research tradition. The Münster University of Applied Sciences, the Science-to-Business Research Centre Germany and the Federal Association of Medium Enterprises (BVMW) have accepted the challenge to empirically research service-specific success factors. The study, undertaken in summer 2009, measured the innovative behavior of 114 German service-oriented companies. The first results indicated that the innovative behavior may be influenced by the fact if the company is controlled by the owner or by (external) management. Another aim of the study (in addition to the academic question) was, to formulate concrete recommendations for businesses in the service sector, on how they can improve their innovation process.

Responsible Partnering

Responsible Partnering: A Guide to Better Practices for Collaborative Research and Knowledge Transfer between Science and Industry

Contributed to by Thomas Baaken

This Handbook describes a voluntary programme of Responsible Partnering aimed at improving the organisation, management and overall effectiveness of joint research and strategic knowledge transfer activities involving public research organisations and companies. The Handbook contains guidelines (not rules) intended to help senior managers in the public and private sectors responsible for the creation, transfer and application of knowledge. The world in which research, development and innovation take place has changed fundamentally. Today, Open Science and Open Innovation co-exist, creating new opportunities and interdependencies. New management practices are required to handle the situation. As the subtitles make clear, this Handbook is about achieving these practices, realising these opportunities and making better use of the skills and knowledge that are available.

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