Viele Unternehmen sind mit sich rasant verändernden Umfeldbedingungen konfrontiert, welche die Unternehmensführung vor umfangreiche Aufgaben stellen. Dies erfordert einen Gestaltungs- und Entwicklungsrahmen, der das Wechselspiel von Stabilisierung und Wandel im Unternehmen ermöglicht. Es...

Das Management des Konzernportfolios zählt zu den zentralen Aufgaben der Konzernleitung. Es gibt zwar eine Fülle von Portfoliokonzepten, doch wurden diese bisher kaum mit Blick auf spezifische Anforderungen im Konzern hin angewandt bzw. untersucht. Bernhard Resch verknüpft die Themenfelder...

This textbook gives a clear and comprehensive overview of the process of strategic marketing planning. The authors provide a systematic framework that helps to structure the vast and complex marketing knowledge, thus making it more accessible and easier to use for strategic marketing planning....

Innovation is a continuous dialog. This dialog has reached a new dimension in the digitalized information age. The necessity of managing strategic collaboration activities and information flows within and across organizations led thereby to a new thinking in management. As a result, both...

This book helps students to develop a critical understanding of the service business scenarios and strategies used in marketing for emerging markets. The case studies presented focus on creating, communicating and delivering customer value to emerging market consumers through various marketing...

This is a teaching companion to the case studies provided in the book 'Strategic Marketing Cases in Emerging Markets' and is intended to help teachers and trainers follow a pedagogic line by using the case studies to develop a critical understanding of the service business scenarios and...

This edited volume brings together academics from both innovation and marketing fields to explore the additional value for companies that can be generated with the innovations in marketing and the marketing of innovations. If ideas need to reach the marketplace, then marketing strategies,...

Introduction.- Transnationalisation in a Global Era -- Transnationality of organisations -- Transnational marketing and transnational marketing strategy -- Transnationals: Transnational Consumers and Transnational Mobile Consumers -- Mobility and the transnationals -- Targeting and reaching...

Communication has become a critical factor underpinning successful innovation. As a new communication field, innovation communication facilitates the successful launches of new products and services, the establishment of stakeholder relationships, and the strengthening of corporate reputation in...