Professor Dr. Thomas Bayer

Professor with focus on International Management

Director Africa Institute

Project Manager StartupSÜD

Phone: +49 731 /9762-1471

Location: Edisonallee 7, E7.1.09

Neu-Ulm University of Applied Sciences
Wileystraße 1
89231 Neu-Ulm
Professor Dr. Thomas Bayer


  • since 2012 Director at the Centre for Research on Services Science (CROSS), HNU
  • since 2010 Professor for International Management & Leadership at HNU
  • since 2009 Consultant & Coach for Organization and Leadership Development
  • 2007 to 2010 Vice President Europe, Middle East, Africa for ERDAS Inc., Atlanta (Hexagon Group)
  • 2004 to 2007 Chief Learning Officer Eastern Europe, Middle East, Africa for Sun Microsystems UAE Ltd., Dubai
  • 1998 to 2004 Director/Manager Consulting/Senior Consultant for Sun Microsystems GmbH, Munich
  • 1991 to 1997 Manager Consulting & Training for Geosystems GmbH, Germering
  • 1987 to 1990 Scientific Assistant, German Aerospace Center (DLR), Oberpfaffenhofen


  • Intercultural Seminar (German language) (BW)
  • Organization (German language) (BW)
  • Leadership (German language) (MAM)
  • Services Management (German language) ((MBA)
  • Marketing (English language) (WIN/WIL)
  • International Project Management (English language) (BW)
  • International Management (English language) (MBA)

Topics for theses

Topics related to projects at the Afrika Institut (optionally in English or German):

  • E-mobility in Kenya - market potential and market analysis
  • Manufacturing value-chains in Kenya for E-mobility technology
  • Shared & circular economy business models in rural Kenya
  • Innovative and sustainable social business models in Kenya
  • Marketing for incubators – a comparison of German and Kenyan providers
  • What makes German and Kenyan incubators successful?
  • How to brand German and Kenyan start-ups from the renewable energy sector?
  • Business models für German and Kenyan start-ups from the renewable energy sector
  • A comparison of German and Kenyan consumers – using archetypes
  • A comparison of German and Kenyan companies in terms of image – using archetypes
  • A comparison of Germany and Kenya as brands – using archetypes
  • What data do German companies need to launch a product or service in Kenya successfully?

With practice partner Kässbohrer:

  • Topics in the field of organisational development and change management

With practice partner Uzin Utz AG:

  • Strategies for online sales success in B2B business in selected international markets
  • Value-added services for customer loyalty in B2B business

With practice partner Carl Zeiss Meditec AG:

  • Detailed topics in the area of design and implementation of a production system for the manufacture of variably configurable medical products

Further open topics and completed work can be found on the website of Centers for Research on Service Sciences (CROSS)

Office hours

only by appointment via email or phone