Argues that most business projects fail because their success depends on unanticipated external innovations while revealing the logic of "innovation ecosystems" that can be established to dramatically improve odds of success

Without innovation, companies die. Managing the innovation process well is important for companies and for nations as a whole.This book shows how the innovation process is changing profoundly, with significant implications for managers and public policy-makers.A new kind of technology,...

Stellenwert der Werbung innerhalb des Marketing-Mix -- Prognosegegenstand Markenbekanntheit -- Markenbekanntheit durch Werbung im Werbewirkungsprozess -- Theoretischer Bezugsrahmen zur Analyse der Werbewirkungen -- Basis von Daten aus dem Media-Plan und der Testmarktforschung -- Zusammenfassung...