Stefan Zwerenz

MAN Nutzfahrzeuge AG, Germany

Abstract

Decisions when entering new markets should be based on a sound knowledge of the respective market conditions. This session provides you with insights on how to gain information in opaque markets demonstrated through the example of China. Market data availability in China is limited compared to regions such as Western Europe or North America. Furthermore, information published online should be treated with caution. Therefore, data gathered from desk research should be validated and complemented by primary research in order to make sure that you are counting on reliable information.
MAN Truck & Bus and KnowledgeAgent present their lessons learned from a current market research project carried out in China.

Key topics

• Understanding cultural differences in external communication of companies and public authority in China
• Gain insight on how to gather profound knowledge on opaque markets
• Best practice approach in coordinating cross-border research projects including secondary and primary research

Speaker profiles

Stefan Zwerenz works in the Business Intelligence department at MAN Truck&Bus Group as Head of Market and Competitor Analysis Light vehicles and External engines. On top of that he consulted various globalisation projects by detecting and covering intelligence/ information needs with a focus on Emerging markets. Mr. Zwerenz is also enrolled in final year as a PhD Student at the DeMontfort University in Leicester (UK) writing a dissertation on "Competitive Advantages by Competitive Intellgience in the international business environement". After his engineering graduation at the University of Applied Sciences in Munich Stefan worked as an international Sales engineer in the European Automotive industry. He was a guest speaker in seminars of the LMU in Munich and the University of Würzburg, a speaker at the ICI 2010 conference on "Competitive Intelligence in Emerging markets" as well as the BVM annual conference 2010.

Axel Nösner has been in the field of Competitive Intelligence and Business Research for more than ten years. He is one of the founders of KnowledgeAgent, a leading specialist in market and competitor information based in Germany. KnowledgeAgent’s service portfolio ranges from classic business research to strategic analysis and integrated market intelligence solutions. Mr. Nösner is responsible for the competitive intelligence activities, KnowledgeAgent’s Market Intelligence Software solutions and the Automotive Research Practice. Prior of founding KnowledgeAgent he worked as a Consultant in Germany and France in the field of technology management. Mr. Nösner holds a degree in Business Administration and studied at the University of Mannheim.

Axel Nösner

KnowledgeAgent GmbH, Germany