Social media offers huge potential for corporate communication and branding activities. However, due to the novelty of the research field, many mechanisms regarding communication effectivity are still not fully understood. The aim of this study is therefore to investigate the influence of...

Social media represents a substantially new way of communicating with customers. Whereas marketers used to spread their messages without receiving any direct feedback or reactions, customers now have the possibility to instantly reply to companies' communication efforts. Adapting to altered...

Creativity techniques are procedures and heuristics for enhancing creativity in the idea generation process. So far, empirical studies on creativity techniques in business practice are scarce. The present study is one of the first to interview innovation experts, 68 in number, concerning their...

From Industry 4.0 to Digital Industrial Business Models -- I) Digital Supply Chain Management and Business Models -- Digital Transformation of Logistics and SCM – The Long Way from Digitization to Digital Business Models -- Development of a Trend Management Process for Supply Chain Management...

Business model innovations are conceived and implemented by a special type of entrepreneur: business model pioneers. This book presents 14 compelling case studies of business model pioneers and their companies, who have successfully introduced new business ideas to the market. The examples range...

Developing new innovative products in the automotive industry means investing huge sums in advance, as one does not know if the product will be successful on the market after launch. Hence, companies are interested in knowing and measuring the critical success drivers within the development...

A Corporate Accelerator (CA) is increasingly being considered as a bridge between established companies and start-ups. However, there is still little known about objectives and benefits of establishing CAs. Therefore, the aim of this study is to investigate both objectives and benefits of...