"Biotechnology? Yes, but not for me!" - Market potential assessment for biotechnological innovations

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Lehrstuhl für Innovation, Strategie und Organisation


Few industries are considered to have as much development potential as biotechnology, and it is methods such as CRISPR-Cas9 or mRNA therapies that are boosting this trend. In addition, biotechnology also offers the possibility of converting industry to a new raw material basis and thus contributing to the resource revolution. Yet it is precisely these enormous opportunities that seem to tend to scare off consumers.
However, the long-term success of a structural change depends not only on political incentive systems or technological achievements, but is also significantly influenced by the acceptance and willingness to adopt of customers and users. The goal of any technology-oriented innovation ecosystem should therefore be to identify the target groups and their needs at an early stage and to align its own value proposition with them.

To this end, your thesis should identify and understand the motivations, motives and needs of customer groups for the technologies. Methods like qualitative interviews with stakeholders (especially in B2B), Outcome Driven Innovation and Job-Based-Thinking as well as Conjoint-Analysis (especially in B2C) can be used. But also quantitative methods to identify related trends are possible. By applying these methods, customer types and segments as well as personas for them are to be derived.

What we offer:
- Work on a current hot topic
- Collaboration in the BMBF-funded research project "Model Region Bioeconomy in the Rhenish Mining Area".
- Room for your own ideas and interests
- Development of your economic & scientific skills

If you are interested in the topic, please send your CV, a letter of motivation and a current overview of your grades to

Keywords: Bioeconomy Biotechnology Innovations Customer Acceptance Qualitative Interviews Job-Based-Thinking Personas Model Region Bioeconomy in the Rhenish Mining Area