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Kundenorientierung und strategische Alternativen bei hochgradigen Innovationen

Kundenorientierung und strategische Alternativen bei hochgradigen Innovationen


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About the Book

Inhaltsangabe: Einleitung: In den Industriestaaten haben beinahe alle Branchen mit Sättigungserscheinungen zu kämpfen. Diese Sättigungserscheinungen führen dazu, dass der Innovationserwerb zur entscheidenden Wettbewerbsart geworden ist. Die Entwicklung neuer Produkte sichert das Überleben von Unternehmen und ist der wichtigste, wenn nicht gar der einzige Träger von Wirtschaftswachstum geworden. Schwellen- und Entwicklungsländer besitzen bei geringerem Technologie-Know-how aufgrund des niedrigen Lohnniveaus kostenorientierte Vorteile. In den Industriestaaten trägt die Entwicklung und Vermarktung neuer Produkte zur Unternehmenserneuerung bei, unterstützt den Aufbau von Kernkompetenzen und hält das Unternehmen für Veränderung und Wandel offen. Die Bereitschaft für Wandel ist in dem beschriebenen Umfeld entscheidend. Eine einmal erreichte Marktführung kann durch sich schnell ändernde Marktgrenzen leicht verloren gehen. In wettbewerbs- und technologieintensiven globalen Märkten, werden Vorteile eher durch radikal neue Produkte erzielt als durch inkrementale Sortimentserweiterungen und Produktverbesserungen. Diese Vorteile werden mit dem Aufbau neuer Produktfamilien und Geschäftseinheiten erreicht. Nachdem radikale Innovationsprojekte etabliert sind, werden inkrementale Erweiterungen und Verbesserungen von Produktlinien ebenso wesentlicher Bestandteil des Unternehmenserfolgs. Hochgradige Produktinnovationen bieten Unternehmen die Möglichkeit, sich von Wettbewerbern abzusetzen. Die strategische Ausrichtung des Unternehmens kann über den Erfolg eines Innovationsprojektes entscheiden. Die Eignung einer Unternehmensstrategie oder der gewählten Strategie auf Projektebene hängt von der Innovationsart bzw. dem Innovationsgrad des Produktes ab. Gang der Untersuchung: Die vorliegende Arbeit geht der Frage nach, inwieweit Kundenorientierung zur Entwicklung hochgradiger Innovationen beiträgt. Eine Annahme ist, dass die Berücksichtigung von Kundenwünschen nicht zu hochgradigen


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Product Details
  • ISBN-13: 9783838695730
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 6 mm
  • Width: 148 mm
  • ISBN-10: 3838695739
  • Publisher Date: 11 May 2006
  • Height: 210 mm
  • No of Pages: 98
  • Series Title: German
  • Weight: 190 gr


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