BET-Ghana kicks off research partnership with German cosmetics manufacturer, MAXIM group

BET-Ghana Project is happy to announce its research partnership with the MAXIM group. As part of BET-Ghana’s goal of integrating companies in applied research and students’ learning experience, Mr. Abhishek Sharma has been selected to write his thesis with the MAXIM group. The Masters of Science Marketing student at Hochschule Bonn-Rhein-Sieg will research the opportunities in the cosmetic industry in Ghana.


The research project kicked off during the week with a formal meeting at the MAXIM’s headquarters in Pulheim, Germany, with Dr. Rolf Giesen (Founder, MAXIM group), Mr. Matthias Giesen, Mr. Thelen Wolfgang, Mr. Abhishek Sharma, and Oghenekome Umuerri (Project manager, BET-Ghana) in attendance. The research project is expected to lay the foundation of MAXIM’s market entry strategy into the Ghanaian market.

Since its’ foundation in 1980, the MAXIM group has become a highly productive and innovative manufacturer of own-brand and trademark cosmetics. With more than 700 employees in five facilities in Germany, France, and Luxembourg, the company develops and produces nearly every kind of product in the area of perfume, face and body care, hair care, dental care, oral hygiene, and care products for men.

(Mr Abhishek Sharma and Mr Matthias Giesen during the official kick-off)

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