The textbook contains a comprehensive presentation of tools that can be used to systematically generate innovative ideas for new business growth (‘opportunities’). In practice, it can be observed that companies make considerable efforts to identify ideas for innovations that can decisively shape their industry. The reason for this is not least the knowledge that a missed wave of innovation can lead to major problems for the entire company. A central finding of business management research is that ideas for generating future growth opportunities are often not a product of chance, but the results of systematic analyses.
The authors provide a structured and comprehensive overview of the most important tools for identifying new growth opportunities. They distinguish between company-related, market-related and environment-related approaches, incorporate numerous practical examples and provide application-oriented assistance with these tools.
The second edition of the book incorporates the latest research findings, some examples have been updated and supplemented, and the book has been expanded to include practical application tasks for teaching and practical workshops.
Table des matières
Introduction to and significance of the topic of opportunity recognition.- On the concept of opportunity recognition in companies.- Company-related tools of opportunity recognition.- Customer-related tools of opportunity recognition.- Market-related tools of opportunity recognition.- Environment-related tools of opportunity recognition.- Summary overview and classification of the tools for opportunity recognition.
A propos de l’auteur
Prof. Dr. Andreas Engelen holds the Chair of Business Administration, in particular Management, at Heinrich Heine University in Düsseldorf. In recent years, he has published several studies on entrepreneurial/innovation-oriented management in international and national journals.
Prof. Dr. Monika Engelen is Professor of Business Administration, especially Marketing, at the TH Köln. She worked for several years as a management consultant at Mc Kinsey & Co. and currently supervises start-up projects from idea generation to realisation as the entrepreneurship representative of her faculty.
Dr. Clara von Gagern did her doctorate as a research assistant at the Chair of Corporate Management on the topic of opportunity recognition. She advises companies on their (digital) strategies.
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