Trend-based Innovation Management

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Change is the very constant that is ruling the (business) world. The task of Management task is to utilize change in order to prepare and successfully lead the company into the future. A crucial and effective measure in this endeavour is Innovation: creating the new. Companies need to constantly innovate and redefine themselves in todays world in order to keep up. Many innovative efforts, however, turn out as failures since they do not account for the element of change. After conducting large scale market research including numerous consumer surveys, findings are that a new product will most likely be embraced by the market. Embraced today, - but what about tomorrow? How can ongoing developments be incorporated into innovation? This includes questions such as: How exactly does change reveal itself in a dynamic society? What are its underlying drivers? This book will provide an overview of how businesses can lead more effectively by focussing their innovativeness on the change that is really taking place. It is targeted at decision makers in business and beyond as well as students of economics and business administration.