Strategic Entrepreneurship

The junior professorship for business administration, in particular strategic entrepreneurship, held by Prof. Dr. Pauline Reinecke, deals with key challenges in entrepreneurship. The focus is on issues of social transformation through strategic, digital, institutional and cultural entrepreneurship – both in start-ups and established organisations as well as in political and civil society contexts. The teaching and research programme is interdisciplinary and practice-oriented and is based on a wide range of local, national and international collaborations. Research and teaching are geared towards the transfer of knowledge and practice. Prof. Dr. Pauline Reinecke offers courses on strategy, entrepreneurship and transformation at bachelor's and master's level at Leuphana University Lüneburg.

Please note: The Chair of Business Administration, specialising in Strategic Entrepreneurship, supervises theses in the fields of strategy, entrepreneurship and related topics. The theses are usually designed as conceptual projects or qualitative studies. Currently, only topics advertised by the professorship or directly related to ongoing research are supervised. Supervision of independently developed topics is not provided. Enquiries regarding the discussion of your own topics and enquiries prior to the successful allocation of a supervision place will therefore remain unanswered. Supervision places are allocated via the formal selection process of the Faculty of Management & Technology. All information on the process can be found in myStudy, where the allocation also takes place. The Dean's Office is responsible for general questions about the formal process. Theses that are not allocated via the formal process cannot be supervised. Informal enquiries about supervision outside this process will therefore not be answered.

Bachelor Thesis I: Media Analysis of the Emergence and Development of the FemTech Hype (2015-2025)

Short Description:
This bachelor thesis examines how FemTech has been constructed as an innovation-driven future industry in public reporting. The focus is a systematic media analysis of leading publications (e.g., TechCrunch, Sifted, Wired, The New York Times) from 2015 to 2025. The goal is to trace the development of the FemTech hype - understood in the sense of Logue & Grimes (2022). The thesis investigates how collective visions, expectations, and attention dynamics surrounding women’s health technologies emerge and how FemTech is framed as an opportunity for start-ups.
To do this, the study first maps the descriptive publication volume; it then qualitatively analyzes the central narratives and outlines their development over time.

Possible Research Questions:

1. How has media attention for FemTech evolved between 2015 and 2025?
2. Which narratives, promises, and future expectations about FemTech are constructed in the media, and how do they change over time?
3. What role does Ida Tin play in these media-driven hype dynamics?

Methodology:
Descriptive media analysis (number of articles by topic over time); qualitative coding; mapping of temporal developments.

Bachelor Thesis II: Process and Practice Analysis - Ida Tin’s Changing Roles and Her Contribution to the Development of the FemTech Industry

Short Description:
This bachelor thesis examines how Ida Tin - a central pioneer of the FemTech industry - has contributed to the emergence and ongoing development of the industry across different phases. The focus is a process and practice analysis that reconstructs how Tin, through various practices (e.g., category creation, provocation strategies, public advocacy and education), contributed to shaping FemTech and how these practices changed over time.
Special attention is given to her role transitions: from founder of the start-up Clue to industry representative to activist and author. The thesis analyzes key events (e.g., founding of Clue, funding rounds, stepping down as CEO, engagement in initiatives such as the FemTech Assembly) as well as public appearances, media contributions, and Clue’s corporate development. The aim is to show how these shifts in roles and practices have shaped the significance, visibility, and narrative positioning of FemTech.

Possible Research Questions:

1. Which practices does Ida Tin use in public discourse to shape FemTech as an industry, and how do these change over time?
2. Which role transitions does Ida Tin undergo, and how do these influence her practices in building and further developing the FemTech industry?

Methodology:
Process and practice analysis based on secondary data (public interviews, talks, social media, public appearances, corporate documents).

Master Thesis I: Technology & start-up scouting in medical technology – focus on prosthetics and orthotics

Brief description:

This master's thesis examines medical technology as one of the most promising fields of innovation, which is also characterised by high regulatory requirements, complex reimbursement logic and the need for individual adaptations. The focus is on systematic technology and start-up scouting in the sub-area of prosthetics and orthotics. The aim is to identify current technological developments and relevant start-ups and to use this information to develop a technology and start-up radar for the German market. The thesis thus addresses the tension between innovation dynamics and structural challenges in a highly regulated future-oriented sector.

Possible research questions:

• What technological trends are currently shaping the field of prosthetics and orthotics in medical technology in Germany?
• Which start-ups are active in this segment, and how can they be classified in terms of technology and subject matter?
• How do regulatory requirements, reimbursement systems and customisation requirements affect technological innovations in the field of prosthetics and orthotics?

Methodology:

Qualitative research design; collection of primary data (interviews with experts, technology providers and start-ups) and secondary data (industry reports, trend reports, industry event and trade fair programmes); qualitative coding; creation of a technology and start-up radar.