Paderborn University and Ecosphere e. V.: Making the sustainable use of nature economically viable
How can sustainable environmental projects be economically viable without jeopardising their original ecological goals? Students on the Capstone Course at Paderborn University addressed this question in the winter semester 2024/25. In cooperation with Ecosphere e. V., a non-profit organisation committed to the protection and restoration of natural ecosystems, they developed strategies for marketing an innovative sustainability project: the Living Forest. The aim was to develop a business model that combines ecological and economic sustainability.
The Living Forest is a model project launched by Ecosphere e. V. that combines sustainable forestry with the promotion of biodiversity. The aim is to manage forest areas in such a way that they are preserved in the long term, have a positive impact on the climate and are economically viable at the same time.
Utilising nature without destroying it: Research-based approaches to commercialisation
Under the supervision of Prof Dr Lena Steinhoff and Dr Carina Witte, the Master's students developed well-founded recommendations for Ecosphere e. V. in two projects - from a business-to-customer (B2C) and business-to-business (B2B) perspective. While one group focused on the needs and expectations of end consumers, the other analysed the requirements of companies as potential supporters.
Using qualitative and quantitative research methods - including focus groups, participant observation, expert interviews and a survey with over 200 participants - the students identified relevant motives, needs and expectations of potential and existing supporters. Based on these findings, they determined suitable customer segments, assessed their attractiveness for Ecosphere e. V. and developed customised offers and a marketing strategy tailored to them.
Dominik Schlüter, first board member of Ecosphere e. V., is enthusiastic: "The students have developed valuable insights and realisable strategies that will help our project move forward. The collaboration was a great enrichment for us."
Practical orientation firmly anchored in the management programme
The Capstone Course is an integral part of the Master's degree programme in Management at Paderborn University. This module enables students to deal with practice-relevant questions from a cooperation partner and to deepen their application and transfer skills. Students contribute their diverse perspectives and specialist knowledge from the three main areas of the degree programme (Human Resource Management, Marketing, Organisational Development) to the project teams.
The Capstone Course is offered every semester in cooperation with different partners. The team of the chair led by Prof Dr Lena Steinhoff supervises the module in the winter semester and is looking forward to the next round. Prof Dr Lena Steinhoff emphasises: "The Capstone Course equips students with crucial skills for their everyday working life. The module is excellent preparation for future career entry." In the coming summer semester, the module will be supervised by the Thommes Chair.
