The dual system of vocational training, utilizing both company training and vocational school, is generally acknowledged to be a successful model, but a decreasing number of trainee posts in Switzerland poses a crisis for the approach. One strategy for overcoming the problem involves offering incentives for companies to create new trainee posts. The present study explores the necessary conditions for successfully influencing the number of trainee posts through apprenticeship marketing. A comparision of qualitative case studies of six marketing projects demonstrates that while context, in the sense of basic structural conditions and political sensibility for the problematic, plays a role in the success of a project, what is central is above all the form of the trainee-post marketing project itself. This has to do with the behaviour of the actors involved as well as the choice of the mode of governance and project organization. The latter has to do with making available requisite technical and personal resources, coordination on the part of the project direction, and giving those responsible the necessary room to act in implementing the project. © Springer Science+Business Media, Inc. 2006.
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