Innovationsstrategien : Konzeption und Best Marketing Practices

Innovation has become a popular buzzword in recent years and is discussed in many different ways, especially in Business Studies. However, the understanding of innovation is rather inconsistent in most cases. The only agreement in the different understandings of the term "innovation" is the fact that innovation is associated with something "new" (cf. Vahs/Burmester 2005, p. 1). Innovation is particularly important for Business Studies, which is subject to constant change due to technological progress, changing markets, increasing competitive pressure and constantly changing environmental conditions. As a result of this change, companies are exposed to a pressure to innovate that must be withstood. However, despite great awareness of the need for innovation, in many companies there is still a large gap between the pursuit of innovation and the reality. Furthermore, the creation of an innovation is not directly linked to the desired success that companies hope to achieve through their innovation activities (see Wahren 2004, p. 86).

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Marketing