"Strong brands are more profitable!" An actual study – where heads of marketing and salesfrom the European Top 500 companies were interviewed – shows that brand-oriented companiesare almost twice as successful as comparable companies without this focus. Hence, themost important companies...

Corporate innovation management geared to long-term success calls for strategy to grow innovations into a substantial competitive advantage. This, however, coincides with an enormous failure-rate at the market, especially in the field of breakthrough innovations. Hence, in recent times,...

Developing new innovative products in the automotive industry means investing huge sums in advance, as one does not know if th product will be successful on the market after launch. The paper discusses the results of a qualitative meta-analysis of 16 empirical studies on New Product Development...

The picture of managers in big enterprises has fundamentally changed in the last decades. Informer times, there was assumed that these persons are “extraordinary” human beings: alwaysabsolutely rational and objective, almost like machines. But in the course of time, this imagechanged in such...

Corporate innovation management geared to long-term success calls for a strategy to grow innovations into a substantial competitive advantage. This, however, coincides with an enormous failure-rate at the market, especially in the field of breakthrough innovations...