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Das Blue-Ocean-Konzept als Ansatz innovativer Produktentwicklung

Das Blue-Ocean-Konzept als Ansatz innovativer Produktentwicklung


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About the Book

Studienarbeit aus dem Jahr 2020 im Fachbereich BWL - Allgemeines, Note: 1,3, AKAD University, ehem. AKAD Fachhochschule Stuttgart, Sprache: Deutsch, Abstract: Der Konkurrenzkampf auf den Märkten unserer Welt wird immer größer. Eine immer größer werdende Konkurrenz durch die fortschreitende Globalisierung sowie die abnehmende Käuferschaft tragen nicht zuletzt einen erheblichen Teil dazu bei. Letztendlich bestehen völlig übersättigte Märkte. Unternehmen versuchen sich durch innovative Produkte und erhebliche Investitionen im Bereich des Marketings gegen ihre Konkurrenz durchzusetzen und Marktanteile für sich zu gewinnen. Dies verursacht nicht nur hohe Kosten, sondern auch erhebliches Engagement. Die Blue-Ocean-Strategy (BOS) bietet einen möglichen Ansatzpunkt um diese Gegebenheiten hinter sich zu lassen. Sie bietet einen Ansatz zur innovativen Produktentwicklung ohne die Aspekte der übersättigten Märkte und harten Konkurrenzkämpfe. Diese Arbeit setzt sich als Ziel zu untersuchen, wie sich die BOS zur Entwicklung innovativer Lösungen in der Praxis umsetzen lässt und ob sie einen praktischen Nutzen aufweist. In den Ausführungen zur Umsetzung der Strategie sollen die konstitutiven Merkmale als Subziel aufgezeigt werden. Um den praktischen Nutzen aufzuzeigen, sollen konkrete Beispiele recherchiert werden. Im Aufbau dieser Arbeit soll zunächst der Grundbegriff des Innovationsmanagements definiert werden, sowie die BOS. Im Darauffolgenden sollen die konstitutiven Merkmale angeführt werden. In einer kritischen Auseinandersetzung soll neben allgemeinen Ausführungen auch auf die Ausführungen der Entwickler der BOS eingegangen werden. In einer abschließenden Zusammenfassung werden die Ergebnisse nochmals abschließend reflektiert.


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Product Details
  • ISBN-13: 9783346489388
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 22
  • Returnable: N
  • Weight: 95 gr
  • ISBN-10: 3346489388
  • Publisher Date: 12 Oct 2021
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 1 mm
  • Width: 148 mm


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