Barriers of future biotechnological and pharmaceutical innovations - the role of moral concerns and ethical judgements

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Lehrstuhl für Marketing


Latest developments in biotechnological research promises superior products in facing several ecological challenges of the 21st century. But implementing them into the consumer market marketing managers often face morally motivated concerns and negative assessments of their potential customers.

Within your thesis it is your task to further investigate the roots and psychological processes of morally questionable innovations.

Depending on your level of education and personal interests this can be done by either an exploratory study based on literature review or qualitative research methods or an explicative study based on quantitative research methods such as Q-Sort, Text Mining or online surveys.

If you are interested in the topic of biotechnological innovations and in applying new research methods to the field of marketing please send your CV and a motivation letter to

Keywords: Innovation, Marketing, Consumer Behavior