University of Seville and Printec-DS HMI Solutions GmbH Launch Industrial PhD on Artificial Intelligence for Market Entry Strategy Development
Seville, Spain, 24.11.2025 – University of Seville and Printec-DS HMI Solutions GmbH are pleased to announce the start of an industrial PhD program led by Diana Scherz, Head of Marketing at Printec-DS. The research focuses on the application of large language models (LLMs) for the development of marketing strategies in new markets.
The doctoral project investigates how large language models (LLMs) can aggregate, analyze, and interpret complex market data to help companies evaluate new opportunities and develop viable market entry strategies. The focus is on scientifically examining the benefits and limitations of these approaches – particularly with regard to the needs of small and medium-sized enterprises (SMEs) – without anticipating product outcomes.
SMEs are the backbone of the European economy, and empowering them with cutting-edge AI-driven innovation is essential for their competitiveness and resilience in today’s fast-changing environment. By integrating artificial intelligence into marketing strategy development, SMEs will gain access to advanced insights that were previously limited to large corporations.
The PhD project is supervised by Dr. Juan Antonio Ortega (University of Seville), Thomas Holeczek (Printec-DS), and Dr. Wilhelm Daniel Scherz (HTWG Konstanz), ensuring strong academic and industry guidance throughout the research.
This initiative also highlights the importance of collaboration between academia and industry. The University of Seville provides the academic rigor and research expertise, while Printec-DS contributes practical knowledge and real-world challenges. Together, they ensure that research outcomes are both scientifically robust and directly applicable to business needs.
The industrial PhD represents a shared commitment to innovation, knowledge transfer, and economic development, reinforcing the role of academia and business as partners in building a more competitive and resilient European economy.
About the Institutions
University of Seville (founded in 1505) is one of the largest and most prestigious universities in Spain. It is widely recognized for its strong research in Technology and Science, contributing significantly to global scientific development. Positioned among the most renowned universities worldwide according to leading international rankings, the University is firmly committed to research, with more than 500 active research groups, placing it among the Top 10 research universities in Spain.
Website: https://www.us.es/
Printec-DS HMI Solutions GmbH (originally founded in 1983) is a German company specializing in industrial keyboards and customized HMI (human-machine interface) systems. With more than 40 years of experience in HMI and input-system development, Printec-DS offers end-to-end services from concept, engineering, prototyping, to in-house production. Printec-DS exports to over 58 countries and offers more than 900 product variants across 10+ sectors, providing customized solutions for demanding industrial environments.
Website: https://www.printecds.com/en
HTWG Konstanz – University of Applied Sciences (founded in 1906) in Germany is a highly respected academic institution known for its excellence in engineering, business, and applied sciences. With strong ties to industry and a focus on practice-oriented research, HTWG Konstanz has built a reputation for fostering innovation and preparing graduates to address real-world challenges.
Website: https://www.htwg-konstanz.de/en/
Read the press release from the University of Seville here: La US y una empresa alemana impulsan un doctorado industrial sobre IA para la entrada en nuevos mercados | Universidad de Sevilla
