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Guerilla Innovationsmanagement: Was Innovationsmanager Von Guerilla Marketing Lernen Können by Johanna Bath

Guerilla Innovationsmanagement: Was Innovationsmanager Von Guerilla Marketing Lernen Können

by Johanna Bath , Yorck-Richard Drost , Hansjörg Klein
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Book cover type: Paperback
  • ISBN13: 9783658417338
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Springer Gabler
  • Publisher Imprint: Springer Gabler
  • Publication Date:
  • Pages: 52
  • Original Price: EUR 14.01
  • Language: German
  • Edition: 1. Aufl. 2023
  • Item Weight: 87 grams
  • BISAC Subject(s): Management

​Die meisten Innovationsprojekte in Unternehmen scheitern nicht am Mangel an Ideen, Kreativität oder am Umsetzungswillen, sondern an vielen kleinen Hürden, die die Projekte massiv entschleunigen. So verlieren Initiativen an der Dynamik, die dafür sorgt, dass sich zügig Erfolge einstellen. Ein Bereich, in dem unkonventionell, agil und schnell Ergebnisse erzielt werden, ist das Guerilla Marketing. Was können Innovations-, Forschungs- und Projektleiter aus dem Methodenbaukasten lernen? Wie können konkrete Taktiken aus dem Marketing auch Innovationsprojekten zu mehr Viralität und Schwung verhelfen, um die Eigendynamik der Initiativen "unbremsbar" zu machen? Das erfahren Sie in diesem essential.

Die Autoren

Johanna Bath ist Professorin für Unternehmensstrategie an der ESB Business School der Hochschule Reutlingen. Sie befasst sich mit der Transformation von Unternehmen, beispielsweise im Bereich Arbeit der Zukunft.

Yorck-Richard Drost ist MBA-Absolvent der ESB Reutlingen. Derzeit ist er als Controls Engineer bei BW Papersystems tätig und lebt in Park Falls, USA.

Hansjörg Klein ist seit über 30 Jahren in der Entwicklung von Maschinen und Anlagen für die Papierverarbeitung tätig und leitet das Entwicklungsteam bei BW Papersystems in Nürtingen.


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