The following goals are intended to be achieved in an educational landscape that continues to become increasingly more international: Providing essential stimuli in research Attracting internationally reputed researchers to the HSG and winning their loyality Increasing the quality of research and teaching in the fields concerned Continuing to strengthen the University’s international reputation Enabling the transfer of knowledge and economic effects for the region Global Center for Customer Insight (GCCI) Novel and relevant insights into customers’ thinking and behaviour are crucial for companies to be able to run successful marketing campaigns in tomorrow’s market. On the strength of the achievements and findings of the Institute for Marketing and Customer Insight (IMC-HSG), the Global Center is intended to be a place of thought leadership in the field of purchase decision-making and behaviour research that is recognised worldwide. The IMC-HSG is already one of Europe’s leading research institutions and has very good contacts with the world of business; ABB, Audi, BMW, Bühler, Hilti, Lufthansa, the Swiss Post and Schindler being cases in point. Its research ranges from behavioural branding, design and product development to brand and emotion, as well as market research and data modelling. Global Center for Entrepreneurship and Innovation (GCE&I) The professors of the Global Center exert an essential international influence in the fields of research about innovation research, start-ups and young companies, as well as family businesses. Firms such as Audi, BASF, Bosch, Bühler, Daimler, SAP and Swisscom have established long-term cooperation ventures with them. The findings derived from the research projects with these partners are also made accessible to regional SMEs through working circles. Another benefit for the region is realised by means of numerous start-ups and spin-offs. The HSG Founders’ Lab with the “Founders’ Garage” has a great impact on the founding culture on the University campus and in the region.