Innovation ist für moderne Unternehmen überlebenswichtig. In diesem Buch zeigen die Autoren dem Leser, wie Innovation aus bekannten Ideen erwächst, die auf geniale Weise in neue Produkte und Unternehmenslösungen umgewandelt werden. Anhand von Beispielen werden verschiedene Methoden zur Innovation genauer untersucht. Erläutert werden u.a. der Ersatz von Materialien, Bestandteilen oder Erscheinungsmerkmalen (auf diese Weise wurde Shakespeares 'Romeo und Julia' zur 'West Side Story'); die Kombination mit einem bestehenden Produkt (z.B. Pflaster mit antibiotischer Salbenauflage); die Anpassung (Sony hat z.B. das Walkman-Konzept überarbeitet und auf dieser Basis den Watchman TV und Discman CD entworfen); das Vergrößern oder Verkleinern (McDonalds und Pizza Hut haben z.B. ihre Restaurantfläche in überfüllten Airport Terminals entsprechend verkleinert); neue Verwendungsmöglichkeiten für ein bestehendes Produkt (so kommt Backpulver als Kühlschrankdeo oder als Weissmacher in der Zahnpasta zu neuen Ehren); der Verzicht auf gängige Methoden (Saturn verzichtet neuerdings auf aufdringliche Verkäuferteams und erleichtert dem Kunden so den Autokauf). Wie werden aus cleveren Ideen innovative Produkte von morgen? "IdeaWise" beantwortet diese Frage erschöpfend, verständlich und praxisnah. Geschrieben von führenden Experten mit langjähriger Praxiserfahrung.
A newly revised and expanded edition of the revolutionary business classic, Differentiate or Die, Second Edition shows you how to differentiate your products, services, and business in order to dominate the competition. Veteran marketing guru Jack Trout uses real-world examples and his own unique insight to show you how to bind customers to your products for long-term success and loyalty. This edition includes new case studies, new research, and updated examples from around the world.
This work presents new material on "the five most important mental elements in the positioning process," as well as "six in-depth case studies" on "repositioning"--Book jacket.
In this insightful look at brand names, the authors explain how they differ from other names and how they can spell the difference between bankruptcy and marketplace triumph.
The book that completes Positioning . . . Thirty years ago, Jack Trout and Al Ries publishedtheir classic bestseller, Positioning: The Battle for YourMind—a book that revolutionized the world of marketing.But times have changed. Competition is fiercer.Consumers are savvier. Communications are faster. Andonce-successful companies are in crisis mode. Repositioning shows you how to adapt, compete—andsucceed—in today’s overcrowded marketplace. Globalmarketing expert Jack Trout has retooled his mosteffective positioning strategies—providing a must-havearsenal of proven marketing techniques specificallyredesigned for our current climate. With Repositioning,you can conquer the “3 Cs” of business: Competition,Change, and Crisis . . . BEAT THE COMPETITION: Challenge your rivals,differentiate your product, increase your value,and stand out in the crowd. CHANGE WITH THE TIMES: Use the latesttechnologies, communications, and multimediaresources to connect with your consumers. MANAGE A CRISIS: Cope with everything fromprofi t losses and rising costs to bad pressand PR nightmares. Even if your company is doing well, these cutting-edgemarketing observations can keep you on top of your gameand ahead of the pack. You’ll discover how expandingproduct lines may decrease your overall sales, why newbrand names often outsell established brands, and whyslashing prices is usually a bad idea. You’ll learn thedangers of attacking your competitors head-on—andthe value of emphasizing value. You’ll see how consumerscan have too many choices to pick from—and whatyou can do to make them pick your brand. Drawing from the latest research studies, consumer statistics,and business-news headlines, Trout reveals thehidden psychological motives that drive today’s market.Understanding the mindset of your consumers is halfthe battle. Winning in today’s world is often a matter ofrepositioning. It’s how you rethink the strategies you’vealways relied on. It’s how you regain the success you’veworked so hard for. It’s how you win the new battle ofthe mind.
In this insightful look at brand names, the authors explain how they differ from other names and how they can spell the difference between bankruptcy and marketplace triumph.
This is the substantive scholarly work to provide a map of the state of art research in the growing field emerging at the intersection of complexity science and management studies.
In the past two decades, scholars have called for a new, critical history of the Pharisees. Required is a careful analysis of each source's evidence as a prior condition of historical judgements. By analyzing Flavius Josephus' portrayal of the group, this study clarifies some of the crucial evidence that any hypothesis must explain. Josephus writes about the Pharisees in three of his four extant works, describing their actions under the Hashmoneans, Herod the Great, and during his own tenure as Galilean commander of the revolt against Rome. This study tries to show how his discussions of the Pharisees contribute to his literary aims. With the help of K.H. Rengstorf's new concordance, the author explores the ten pertinent passages in their contexts, supplying also introductory chapters on the Jewish War, the Jewish Antiquities, and the Life. This analysis yields the conclusion that, although the Pharisees were the most popular party in first-century Judaism, Josephus was consistently hostile toward them for reasons peculiar to his own situation.
In Crying for a Vision, British-born poet, musician and performance artist Steve Scott offers a challenge to artists and a manifesto for the arts. This new edition includes an introduction and study guide, four newly-collected essays and an interview with the author. Steve Scott is the author of Like a House on Fire: Renewal of the Arts in a Post-modern Culture and The Boundaries. "Steve Scott is a rare individual who combines a deep love and understanding of Scripture with a passion for the arts." -Steve Turner, author of Jack Kerouac: Angelheaded Hipster. "Steve Scott links a number of fields of inquiry that are usually perceived as unrelated. In doing so he hopes to open wider possibilities for Christians in the arts, who may perhaps be relieved to find that, in many ways, they were right all along." -Rupert Loydell, author of The Museum of Light. Cover art by Michael Redmond
Have you ever been in a spot where you’re wondering to yourself, “Why has God put me here? It doesn’t seem to make any sense”? Being in that situation makes us uncomfortable. Uneasy. Unwilling, sometimes. But God likes us to stretch our wings and push us to fly – because He knows we can, even if we’re not so sure. In Remember the Nails, Steve Schofield asks us to try doing just that – remembering that Jesus endured the ultimate discomfort, all for us. Can you give Him 40 days? This devotional will truly make you stop and think about being too comfortable. You will raise questions to yourself like “What fear do I need to overcome? What self-made obstacles can I push aside? What excuses can I forget?”
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