As part of the International Comparative Management course, we were pleased to collaborate with the Paderborn-based start-up MechConnect from garage33 and the internationally renowned TÜV SÜD. This collaboration provided students with a valuable opportunity to bridge theory and practice by developing internationalization strategies. Building on the success of last year’s final pitch event, where students developed internationalization strategies for local start-ups, this year’s cohort demonstrated strong creativity, critical thinking, and cross-cultural competence in projects in a start-up and a corporate business context.
Working in dedicated teams, students explored distinct yet equally exciting challenges:
The group working with MechConnect identified and evaluated potential markets for internationalization, considering the startup’s focus on leveraging the potential of AI in automotive diagnostics and repair for car owners.
The TÜV SÜD group illuminated international and cross-cultural differences in how artificial intelligence can enhance efficiency and enable future-oriented upskilling within the company's global human resource management.
Despite the complexity of the tasks, the students demonstrated impressive problem-solving abilities and adaptability. At the end of the semester, they proudly presented their results to company representatives in a final pitch session that sparked insightful discussion. Both companies expressed sincere gratitude for the students' fresh perspectives and saw real potential in several of the proposed solutions.
This project once again underscored the of importance experiential learning and the value of ongoing collaboration between academia and industry for fostering theory-practice transfer and relevant learning experiences for students as well as innovative solutions for practice. Students were highly motivated to apply what they had learned in class. Even though not everything went smoothly, it was precisely these moments of uncertainty that spurred growth and creativity.
We look forward to continuing this format and welcoming new partners for future projects.
Guest Insights from Bratislava: Employer Branding in Focus
Another highlight of this semester’s International Comparative Management course was a guest lecture by Ing. Soňa Ďurišová from the University of Economics and Business in Bratislava, Slovakia, former employer branding manager in a multi-national enterprise. In her insightful session on employer branding—a marketing-driven approach within Human Resource Management aimed at attracting and retaining talent—she highlighted how employers can create value for current and prospective employees by emphasizing factors such as the nature of the job, company reputation, location, as well as salary and benefits.
Illustrating her points with practical examples—such as the international packaging company Smurfit Kappa—she demonstrated how well-executed employer branding initiatives and subtle adjustments in communication can generate tangible competitive advantages in the global talent market. The discussion concluded with the question of whether companies should establish a single global employer brand or adapt their employer branding to fit local markets.
