Professorship for Market Research

Related Research Projects

Project start: 01.01.2023
Project end: 31.12.2025
Sponsor: German Academic Exchange Service

Nach ihrer dreijährigen Kooperation bauen nun die Hochschule Geisenheim und die University of West Attica im Rahmen einer erweiterten Partnerschaft mit der University of Piraeus eine größere Allianz im Bereich Wein, Management und Tourismus auf. Die WineManTour Allianz zwischen den drei Hochschulen umfasst zusätzlich mehrere assoziierte Partner wie die Hellenic Mediterranean University, das Deutsche Weininstitut, das Agricultural Economics Research Institute, den Deutschen Weinbauverband, nationale und regionale griechische Weinverbände wie Wines of Greece, das innovative Unternehmen sowie weitere Akteure und Einrichtungen aus der Wein- und Tourismusbranche. Ziel des Projekts ist eine strategische Vernetzung und langfristige Kooperation zwischen den Mitgliedern der Partnerschaft. Dies wird durch die Förderung gemeinsamer, Industrie-orientierter Forschung sowie die Entwicklung eines internationalen, interdisziplinären und branchenorientierten Masterstudiengangs im Bereich Wein, Management und Tourismus erreicht. Insbesondere der gemeinsame Masterstudiengang sorgt für eine solide Zusammenarbeit in der Lehre und deckt die aktuelle Nachfrage an Aus- und Weiterbildungsmöglichkeiten in dem für beide Länder sehr wichtigen Sektor des Weintourismus ab. Das Projekt wird zu einer dynamischen und innovativen Entwicklung von Lehre und Forschung in dem Bereich beitragen und unterstützt die Internationalisierung der drei Hochschuleinrichtungen durch intensive Zusammenarbeit.

Project start: 17.06.2019
Project end: 31.05.2024
Sponsor: Federal Ministry of Food and Agriculture

The control of downy mildew, caused by Plasmopara viticola, is one of the major challenges in viticulture, especially in organic viticulture. Due to the ban of copper-containing pesticides and massive impacts of climate change, organic viticulture is increasingly entering an economic crisis. Therefore, the aim of the proposed joint project "VITIFIT" is to develop a catalogue of measures with practicable strategies for maintaining grapevine health. In this way, cultivation conditions are improved, the production security is consolidated and thus economic viability is guaranteed. Crop protection strategies will mainly be based on copper minimisation (microencapsulated copper salts) and copper substitutes (plant extracts, UVC technology) and their combination. Associated cultivation and cultural measures should reduce the inoculum potential of P. viticola. Molecular biological analyses will address the mycobiome of the vine leaf under these conditions. Particular attention should be paid to the plant protection agent potassium phosphonate. Existing and newly bred fungus tolerant grape varieties (in German: PIWIs) should play a central role in the developed action plans. Aims here are the improvement of the enological wine style, the market acceptance of PIWIs and their introduction into practice. The identification of new resistance loci against P. viticola and their integration into current breeding lines will support the development of novel PIWIs. Another focus of the project is the adaptation of the forecast model "VitiMeteo Rebenperonospora" to PIWIs. In the sector of knowledge and technology transfer, communication, the flow of information and networking between research and practice are to be optimised. The VITIFIT project should make a significant contribution to achieving the "20% goal" (national sustainability goal concerning the percentage of organic agriculture area).

Project start: 01.01.2020
Project end: 31.12.2022
Sponsor: German Academic Exchange Service

After a successful partnership of Geisenheim University (HGU) with the University of Thessaly in Greece (ZuGAbe-Project), HGU would now like to establish a partnership with the University of West Attica (UNIWA) and particularly with the Department of Wine, Vine and Beverage Sciences. The cooperation between the two Universities is called Future Challenges in Viticulture, Enology and Wine Business (WOW-project) and is funded by DAAD. The main objective of the project, namely a long-term partnership between the two institutions, will be achieved through common events, such as workshops, conferences, summer schools etc., but also through an exchange program for students and scientists of both universities.

Project start: 01.10.2018
Project end: 30.09.2021
Sponsor: Federal Office for Agriculture and Food

The SUSCHOICE project has three main objectives: (a) to identify the effects of different factors (macro, structural and individual) influencing consumers' sustainable food choices and; (b) to evaluate the possible strategies for promoting sustainable food consumption based on the different macro and structural conditions and individual life contexts; and (c) to test marketing strategies for promoting sustainable food consumption among young adults across different European countries..

Project start: 01.01.2018
Project end: 31.12.2020
Sponsor: Bundesprogramm Ökologischer Landbau und andere Formen nachhaltiger Landwirtschaft

The purpose of this project is to examine the entire value chain of organic wines in Germany using qualitative and quantitative research methods. This analysis that investigates all actors of the value chain of organic wine will help to understand why: 1) wineries do apply organic wine making; 2) retailers decide to sell organic wine and; 3) the majority of German consumers do not demand organic wines actively. Based on the results of the aforementioned surveys, a communication tool-kit for wineries, retailers and associations will be developed, in order to build loyalty and to attract new consumers.

Project start: 15.03.2017
Project end: 31.12.2018
Sponsor: Deutscher We

The aim of this project is to carry out a cross-regional study in order to obtain up-to-date data on tourism in Germany by using qualitative and quantitative methods, in which both tourists and producers in all 13 German growing regions are interviewed.