Change is the very constant that is ruling the
(business) world. The task of Management task is to
utilize change in order to prepare and successfully
lead the company into the future. A crucial and
effective measure in this endeavour is Innovation:
creating the new.
Companies need to constantly innovate and redefine
themselves in todays world in order to keep up. Many
innovative efforts, however, turn out as failures
since they do not account for the element of change.
After conducting large scale market research
including numerous consumer surveys, findings are
that a new product will most likely be embraced by
the market. Embraced today, - but what about
tomorrow? How can ongoing developments be
incorporated into innovation? This includes questions
such as: How exactly does change reveal itself in a
dynamic society? What are its underlying drivers?
This book will provide an overview of how businesses
can lead more effectively by focussing their
innovativeness on the change that is really taking
place. It is targeted at decision makers in business
and beyond as well as students of economics and