Methoden der Generierung von Produktideen als Grundlage der Neuproduktentwicklung

Name: Methoden der Generierung von Produktideen als Grundlage der Neuproduktentwicklung
Brand: Atlantic Books
SKU: 9783640850754
Price: 2256.0 INR
Availability: InStock

by Konrad Eismann

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ISBN13: 9783640850754
Binding: Paperback
Subject: N/A
Publisher: Grin Verlag
Publisher Imprint: Grin Verlag
Publication Date: March 4, 2011
Pages: 28
Original Price: USD 26.9
Language: German
Edition: N/A
Item Weight: 50 grams
BISAC Subject(s): Marketing / General

About The Book

Studienarbeit aus dem Jahr 2011 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Fachhochschule Erfurt, Veranstaltung: "Strategisches Marketingmanagement", Sprache: Deutsch, Abstract: Neue Produktideen und innovative Angebote fördern das Unternehmenswachstum. Diese Erkenntnis ist in Zeiten von stärker globalisierten Wettbewerb und zunehmender Homogenität von Leistungen im Absatzmarkt in den Unternehmen bekannt. Diese versuchen deshalb ständig der Konkurrenz einen Schritt voraus zu sein und mit innovativen Leistungen Brachenerfolge zu erzielen. Manchmal genügt etwas Mu e und eine gute Flasche Rotwein für eine Neuproduktidee oder der Zufall führt zu einer bedeutenden Erfindung wie die der "Post-it" . Diese zählen heute zu den fünf gebräuchlichsten Büroartikeln und erzeugen in Deutschland einen Pro-Kopf-Verbrauch von 55 Haftnotizzetteln pro Jahr. Art Fry, ein Mitarbeiter der Forschungsabteilung des Unternehmens 3M, welcher ebenfalls begeisterter Chorsänger war, war verärgert über die ständig verrutschenden Papierschnipsel mit denen er im Gesangsbuch seine Einsätze markierte. Bei der Lösung dieses Problems half, wie so häufig, der Zufall. Er besinnte sich auf den Versuch seines Kollegen, Spencer Silver, einen neuen Klebstoff zu entwickeln, welcher allerdings nur schwach klebend war und somit für die Produktion als ungeeignet erschien. Dieser schwach haftende Kleber war ohne Rückstände ablösbar und trotzdem stark genug um kleine Zettel ausreichend zu halten. Die Idee der Haftnotizen wurde entwickelt und beschert dem Unternehmen 3M weltweit Umsätze in dreistelligen Millionenbeträgen. Andernfalls sind die Wege, die zu einer Innovation führen sehr vielseitig und man kann auf ein gro es Repertoire von Methoden zur Generierung von Produktideen zurückgreifen. Diese Hausarbeit gibt einen Überblick über die verschiedenen Möglichkeiten der Generierung von Produktideen für die Neuproduktentwicklung. Zunächst wird auf die Bedeutung der Innovationstätigkeit von Un

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