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 ICI-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.