Prof. Dr. rer. pol. Gert Bruche

Professorship for International Management
Specialist area: International Management, Strategic Management, Innovation Management
Professor


T: +49 (0)30 30877-1006
F: +49 (0)30 30877-1169
E: gert.bruche@hwr-berlin.de


Visitor's address
Schöneberg Campus
Building B
Room 252
Badensche Straße 50-51
10825 Berlin

Postal address
Hochschule für Wirtschaft und Recht Berlin
Schöneberg Campus
Badensche Straße 52
10825 Berlin
Germany

 

Academic and Professional Career

  • 1971: Diplom-Ingenieur (Master’s in Engineering) in Regional Sciences, Technical University of Berlin
  • 1976: Dr. rer. Pol., Doctorate in Economics and Political Sciences, Freie Universität Berlin
  • 1977: Research Associate, Freie Universität Berlin
  • 1978-80: Programme Officer, United Nations Development Programme, Ankara, Turkey
  • 1980-85: Head of Research Group, International Institute of Management, Social Science Centre (WZB), Berlin
  • 1985-86: Strategy Advisor to the Board – Corporate Development Department, Schering AG, Berlin
  • 1987-91: Managing Director of Schering Limited, Hong Kong, Schering’s multi-divisional subsidiary for China, Hong Kong and parts of South-East Asia
  • 1992-94: Director of Strategic Marketing for Schering AG’s diagnostics division
  • Since 1994: Professorship at the BSEL and consultant in a variety of projects with corporate clients
  • 2002-06: Programme Director of Schering’s “Strategic Leadership Programme” in Singapore for the Asia-Pacific region
  • 2004-08: Dean of the Faculty of Business and Economics and Vice-President of the Berlin School of Economics and Law
  • 2009/10: Scholar-in-Residence, Symbiosis International University, Pune, India
  • 2010 - : Academic Director, M.A. International Business & Consulting

Key Aspects of practise

  • Strategy consulting projects for multi-national companies (particularly international strategies for divisions and strategies for subsidiaries in Asia and the Middle East).
  • Internet-based marketing strategies, particularly pharmaceuticals/Asia (consulting project)
  • Development and organisation of company-specific executive management training programmes (Corporate University) for a multi-national company

International contacts (e. g.)

  • Contacts with companies, business schools/universities and researchers in Asia (India, China, Taiwan, Hong Kong, Singapore)
  • International contacts in the pharmaceutical industry
  • Contacts with international organisations (EU, OECD)
  • Schmalenbach-Gesellschaft für Betriebswirtschaft – a registered association for business management
  • VBKI – Association of Business People and Industrialists in Berlin
  • WZB - Social Science Research Centre, Berlin

Expert for

  • Competition strategy, global strategies
  • China and India
  • Innovation strategies
  • Pharmaceutical industry

Key Aspects in Teaching

  • Competitive Strategy and Strategic management in the MBA courses, particularly the European-Asian MBA course as well as the course Chinese and European Economics and Business Studies
  • International Management with a focus on India and China

Research Projects and Fields

  • Globalisation of research and development with a focus on China/India vs. Europe
  • Strategies of multi-national companies from emerging countries
  • Global shifts in the production and acquisition of knowledge
  • Competition strategy, dynamic approaches from the point of view of resources

Selected, current Publications

  • Akademischer Fachkräftemangel in Deutschland und der Bildungsaufstieg Chinas und Indiens – Implikationen und Zusammenhänge. In: Meyer, S. /Pfeiffer, B. (Hrsg.), Die gute Hochschule: Ideen, Konzepte und Perspektiven. Festschrift für Franz Herbert Rieger. Berlin: Edition Sigma 2010, S. 297-307
  • (Book Review) The Rise of Transnational Corporations from Emerging Markets – Threat or Opportunity? Karl P. Sauvant (ed.) with Kristin Mendoza and Irmak Ince , Edward Elgar, Cheltenham UK, Northampton, MA, USA, (2008). In: Journal of International Management, 2010, Vol. 16, Issue 1
  • The Emergence of China and India as New Competitors in MNCs Innovation Networks. In: Competition & Change, Special Issue on Socio-political Perspectives of Intra-firm Competition, Production Relocation and Outsourcing, Vol. 13, No. 3, September 2009, pp. 267-288
  • A New Geography of Innovation – China and India Rising, Columbia FDI Perspectives No. 4, April 2009

Selected dissertation topics

  • Internationalization of Chinese Automotive Companies in Europe: A Comparison with the Strategies used by Japanese and Korean Automakers (MA thesis)
  • Innovation-based Market Entry and Sustainable Competitive Advantage – The Case of Scienova GmbH (MBA thesis)
  • The Role of Supplier Management in Achieving Competitive Advantage in the Ultra Low Cost Car Market – The Case of Tata Nano’s Cost Leadership Strategy (MBA thesis)
  • Formulation of a Growth-Oriented Competitive Strategy for a Highly Specialised Biotech Company (Bachelor thesis)
  • Business management evaluation of system component innovations and their broad proprietary exploitation (sponsor: Roche Diagnostics) (MBA thesis)
  • Market strategies of telecommunications providers in rural areas of India (Bachelor thesis)
  • Selection and Evaluation of Potential Partners for the Engine Overhaul in Asia (Sponsor: Lufthansa Technik) (Diploma thesis)
  • Challenges and Success Factors at the Post Merger & Acquisition Phase – The Case of Lenovo's Takeover of IBM's PC Business (MBA thesis)