What SZ Institut does

SZ Institut is the digital think tank of Süddeutsche Zeitung (SZ), one of Germany's most widely read national daily newspapers, and operates as a wholly-owned unit of Süddeutsche Zeitung Media GmbH from its Munich headquarters at Hultschiner Straße 8. The institute develops and delivers five interconnected service lines: rankings and editorial seals (Gütesiegel & Auszeichnungen), the Think Tank function for media future research, networking initiatives, commissioned studies and surveys (Studien & Erhebungen), and the flagship SZ Events portfolio anchored by the long-running Wirtschaftsgipfel (Economic Summit, 17+ years) and Nachhaltigkeitsgipfel (Sustainability Summit), supplemented by exclusive dinner and salon events.

SZ Institut's core technology is not disclosed; the business is fundamentally a media, events, and research-services operation rather than a software product company. Its intellectual product consists of proprietary research instruments (e.g., the New Corporate Mobility Monitor developed with Deutsche Bahn, the Digitalbarometer developed with BIDT, the socialhealth@work study developed with Barmer and the University of St. Gallen) and curated convening platforms that connect corporate, political, and academic decision-makers. Rankings and study results are published through SZ's print and online distribution channels, providing reach that standalone competitors cannot replicate.

Revenue is generated through corporate partnerships, event sponsorships, commissioned research, and content formats developed for individual enterprise clients, with pricing handled on a quote-based, bespoke engagement model rather than through publicly disclosed rates. The customer base spans large German corporates (BMW Group, Deutsche Bahn, Bayerische Versorgungskammer, Vattenfall, Bechtle) and global enterprises (Microsoft, Intel, Salesforce, Coca-Cola, Visa, Deutsche Telekom, Palo Alto Networks, Kearney), supplemented by academic and research institutions as science-marketing partners. The organization runs with a lean team of around five people including Director Dirk von Gehlen, Deputy Director Kathrin Müller, and Business Development Manager Kerstin Schnare.

Name

SZ Institut

Legal name

Süddeutsche Zeitung Media GmbH

Website

https://institut.sz.de

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

SZ Institut is the think tank of Süddeutsche Zeitung, generating revenue through event partnerships, commissioned studies, rankings, and science marketing for large corporate enterprises and academic institutions in Germany.

Ownership category

akta.pro rank

Product category

Media Think Tank Services

NAICS

Convention and Trade Show Organizers (56192), Management, Scientific, and Technical Consulting Services (5416), Marketing Research and Public Opinion Polling (54191)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Executive Summits & Invitation-Only Forums (MPAGAGAK)

akta.pro secondary industries

Corporate Conferences & Sales Kickoffs (MPAGAGAC), Technical Committees, Working Groups & Expert Panels (BPADANAB), Corporate Leadership & Management (EDAGANAA)

Keywords

• Media think tank
• Corporate event partnerships
• Market research rankings
• Executive summit events
• Science communication services

Headquarters

HQ city

Munich

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Event partnerships and sponsorships: SZ Institut generates revenue through corporate partnerships around its flagship events (Wirtschaftsgipfel, Nachhaltigkeitsgipfel) and exclusive dinner/salon events. Companies pay to participate as partners, set content priorities, gain networking access, and position themselves in the SZ editorial environment.
2. Rankings, seals, and editorial certifications: SZ Institut conducts independent market surveys and rankings in cooperation with market research firms, science, and data analysis partners. Results are published in the print and online editions of the Süddeutschen Zeitung, with companies able to be positioned and awarded based on the findings.
3. Science marketing and content partnerships: Science marketing involves preparing scientific findings for public audiences in collaboration with universities and research institutions. SZ Institut develops content concepts and communication strategies for scientific partners.

Go-to-market motion2 records

Distribution channels1 record

Marketing channels5 records

Core offering

SZ Institut is the digital think tank of Süddeutsche Zeitung. It develops and sells bespoke corporate event partnerships around its flagship summits (Wirtschaftsgipfel, Nachhaltigkeitsgipfel, Dinner & Salon-Events), independent market rankings and quality seals, commissioned studies and surveys, science marketing, and digital education research for enterprise clients, universities, and research institutions seeking credibility, executive access, and thought leadership positioning in the German-speaking market.

Product overview

SZ Institut is the digital think tank of Süddeutsche Zeitung, operating as a single unified service portfolio rather than a platform-plus-modules architecture. The organization offers five interconnected service lines: (1) Rankings & Siegel for industry recognition and awards, (2) Think Tank for media future research and innovation, (3) Initiativen for networking, (4) Studies & Surveys including the New Corporate Mobility Monitor (NCMM), and (5) SZ Events encompassing the Wirtschaftsgipfel, Nachhaltigkeitsgipfel, and Exklusive Dinner & Salon-Events. Additional specialized services include Wissenschaftsmarketing and Digitale Bildung (Digitalbarometer). These offerings collectively enable public discourse participation through rankings, events, research partnerships, and science communication.

Differentiator

Problem solved

Functional benefit

Brands

• New Corporate Mobility Monitor (NCMM): Study on business travel transportation preferences created in partnership with Deutsche Bahn
• SZ-Wirtschaftsgipfel
• SZ-Nachhaltigkeitsgipfel
• Digitalbarometer

Products and services

• Rankings & Siegel (Gütesiegel & Auszeichnungen) Independent market rankings and quality seals developed in cooperation with market research, academic, and data analysis partners; results are published in the Süddeutsche Zeitung print and online editions to provide orientation, transparency, and decision-making foundations for readers and corporate clients.
• Think Tank (Media Future Research)
• Wirtschaftsgipfel (SZ Economic Summit) Annual flagship summit held for over 17 years that convenes top managers and senior politicians for high-level exchange, with bespoke partnership and content formats for corporate sponsors; held at venues such as Hotel Adlon in Berlin.
• Nachhaltigkeitsgipfel (SZ Sustainability Summit)
• Exklusive Dinner & Salon-Events
• Studien & Erhebungen (Studies & Surveys) Regular commissioned studies and surveys conducted in collaboration with renowned market research institutes to gauge sentiment on specific topics, exemplified by the New Corporate Mobility Monitor (NCMM) created with Deutsche Bahn in 2023.
• Wissenschaftsmarketing (Science Marketing)
• Digitale Bildung & Digitalbarometer

Quantifiable outcome

• SZ Institut rankings reach readers of the Süddeutsche Zeitung print and online editions — one of Germany's largest newspaper audiences.
• +1 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

17 partnerships are on record, tiered core and minor.

• BarmercoreStrategic or Co-development PartnerBarmer, a major German health insurance provider, partnered with SZ Institut and the University of St. Gallen to commission the 'socialhealth@work' study examining social health in the workplace. The study was published as a data report and factsheet in 2023.
• BechtleminorGTM or Marketing PartnerBechtle AG, an IT system house listed on the stock exchange, appears as a logo partner of SZ Institut, indicating a commercial partnership for marketing and event support.
• BMW GroupminorGTM or Marketing PartnerBMW Group appears as a logo partner of SZ Institut, indicating a commercial partnership for marketing and event support around SZ events.
• Coca-ColaminorGTM or Marketing PartnerCoca-Cola appears as a logo partner of SZ Institut, indicating a commercial partnership for marketing and event support.
• Deutsche BahncoreStrategic or Co-development PartnerDeutsche Bahn partnered with SZ Institut to create the 'New Corporate Mobility Monitor' (NCMM) in 2023, surveying business travelers' transportation preferences. Results were presented at the Mobility Symposium in Berlin in June 2023.
• Bayerische VersorgungskammerminorGTM or Marketing PartnerBayerische Versorgungskammer appears as a logo partner of SZ Institut.
• IntelminorGTM or Marketing PartnerIntel appears as a logo partner of SZ Institut, indicating a commercial partnership for marketing and event support.
• KearneyminorGTM or Marketing PartnerKearney (formerly A.T. Kearney), a global management consulting firm, appears as a logo partner of SZ Institut.
• MicrosoftminorGTM or Marketing PartnerMicrosoft appears as a logo partner of SZ Institut, indicating a commercial partnership for marketing and event support.
• Palo Alto NetworksminorGTM or Marketing PartnerPalo Alto Networks appears as a logo partner of SZ Institut.
• Pangaea PartnersminorGTM or Marketing PartnerPangaea Partners appears as a logo partner of SZ Institut.
• SalesforceminorGTM or Marketing PartnerSalesforce appears as a logo partner of SZ Institut, indicating a commercial partnership for marketing and event support.
• Deutsche TelekomminorGTM or Marketing PartnerDeutsche Telekom appears as a logo partner of SZ Institut.
• Universität St. GallencoreStrategic or Co-development PartnerUniversity of St. Gallen is a key academic research partner, collaborating on studies such as the 'socialhealth@work' study with Barmer and SZ Institut. They also co-developed research methodologies for SZ Institut surveys.
• VattenfallminorGTM or Marketing PartnerVattenfall appears as a logo partner of SZ Institut.
• VisaminorGTM or Marketing PartnerVisa appears as a logo partner of SZ Institut.
• BIDT (Bayerisches Institut für digitale Transformation)coreStrategic or Co-development PartnerBIDT (Bavarian Institute for Digital Transformation) partnered with SZ Institut to jointly develop the 'Digitalbarometer' — an instrument to measure the state of digital education in Germany. This is a research-focused strategic partnership under the Think Tank initiative.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Tagesspiegel Background: Tagesspiegel's B2B policy and business intelligence subscription and events product, selling themed background reports and high-level events to enterprises and policy professionals in Germany. Comparable in blending editorial research with paid corporate access and event formats.
• Manager Magazin Events: Manager Magazin's high-level event formats (e.g., Manager des Jahres gala, summits) target the same German executive audience as SZ Institut's flagship events. Closely comparable in scale and exclusivity positioning.
• ZEIT Veranstaltungen (ZEIT events): ZEIT's conference and event business, including the ZEIT Wirtschaftsforum and other high-level summits that monetize the DIE ZEIT brand through corporate partnerships and executive networking. Closely comparable operating model using a German quality-paper brand to sell invitation-only B2B events.
• WirtschaftsWoche (Events & Rankings): WirtschaftsWoche runs executive conferences and business rankings tied to the brand, targeting C-suite decision-makers in Germany. Comparable combination of conferences, sponsored rankings, and editorially-co-branded studies.
• Frankfurter Allgemeine Zeitung Forum / FAZ Veranstaltungen: FAZ Forum runs executive conferences, award programs, and study-based rankings tied to the Frankfurter Allgemeine Zeitung brand. Directly comparable to SZ Institut's Wirtschaftsgipfel/Nachhaltigkeitsgipfel and Gütesiegel rankings as a quality-press-affiliated platform.
• Handelsblatt Research Institute: Handelsblatt's (Handelsblatt Media Group) think tank, run jointly with Verlagsgruppe Georg von Holtzbrinck, producing independent economic research, market studies, and high-level B2B events for German decision-makers. Direct rival in the 'quality-press-affiliated think tank' category and competes for the same enterprise sponsor budgets.
• Spiegel Verlag Events / Spiegel Wirtschaftsraum: Der Spiegel hosts invitation-only business events, studies, and ranking projects under the Spiegel brand, monetizing editorial authority with enterprise partners. Directly comparable to SZ Institut's summit-and-study offering.

Broad incumbents

• BCG Henderson Institute: Boston Consulting Group's in-house think tank publishing research and hosting executive convenings on future-of-business topics. Comparable 'thought-leadership-as-a-service' position, but backed by a global consulting firm rather than a media publisher.
• Economist Events: The Economist Group's global B2B events and research division runs large-scale summits (e.g., The World Ahead) and bespoke commercial programs for enterprise sponsors. Comparable operating model (editorial brand → events/rankings/studies) but at materially larger international scale.
• World Economic Forum: The WEF runs invitation-only high-level summits (Davos, regional meetings), partner programs, and reports targeting the same global C-suite/political elite audience that SZ Institut serves in Germany. Conceptually analogous but operating at much larger, international, non-profit scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/sz-institut

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about SZ Institut