Opportunity Recognition

The textbook contains a comprehensive presentation of tools that can be used to systematically generate innovative ideas for new business growth ("opportunities"). In practice, it can be observed that companies make considerable efforts to identify ideas for innovations that can decisively shape their industry. The reason for this is not least the knowledge that a missed wave of innovation can lead to major problems for the entire company. A central finding of business management research is that ideas for generating future growth opportunities are often not a product of chance, but the results of systematic analyses.

The authors provide a structured and comprehensive overview of the most important tools for identifying new growth opportunities. They distinguish between company-related, market-related and environment-related approaches, incorporate numerous practical examples and provide application-oriented assistance with these tools.

The second edition of the book incorporates the latest research findings, some examples have been updated and supplemented, and the book has been expanded to include practical application tasks for teaching and practical workshops.

First comprehensive presentation of the different tools for uncovering innovative growth opportunities Evaluation of research to systematically uncover new innovative ideas Practical preparation of the various tools with a large number of practical examples

Autorentext

Prof. Dr. Andreas Engelen holds the Chair of Business Administration, in particular Management, at Heinrich Heine University in Düsseldorf. In recent years, he has published several studies on entrepreneurial/innovation-oriented management in international and national journals.

Prof. Dr. Monika Engelen is Professor of Business Administration, especially Marketing, at the TH Köln. She worked for several years as a management consultant at McKinsey & Co. and currently supervises start-up projects from idea generation to realisation as the entrepreneurship representative of her faculty.

Dr. Clara von Gagern did her doctorate as a research assistant at the Chair of Corporate Management on the topic of opportunity recognition. She advises companies on their (digital) strategies.

Inhalt
Introduction to and significance of the topic of opportunity recognition.- On the concept of opportunity recognition in companies.- Company-related tools of opportunity recognition.- Customer-related tools of opportunity recognition.- Market-related tools of opportunity recognition.- Environment-related tools of opportunity recognition.- Summary overview and classification of the tools for opportunity recognition.