Prof. Dr. Gert Bruche
Department of Business and Economics
Professor of International Management
Postal address
Hochschule für Wirtschaft und Recht Berlin
Badensche Straße 52
10825 Berlin
Visiting address
Campus Schöneberg
Building B,
Room B 4.32
Badensche Straße 50-51
10825 Berlin
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
Competition strategy, global strategies
China and India
Innovation strategies
Pharmaceutical industry
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
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)
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
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
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
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