This is an instructor's manual for the popular textbook 'H2H Marketing: Case Studies on Human-to-Human Marketing' (Springer, 2023). The authors have provided a perfect companion that enables teachers to adopt a case-by-case approach when using the material in the classroom. 'H2H Marketing' focuses on redefining the role of marketing by reshaping the mindset of decision-makers and integrating…
A comprehensive theoretical and practical guide to the operating principles of knowledge auditing, illustrated with numerous case studies. A knowledge audit provides an “at a glance” view of an organization's needs and opportunities. Its purpose is to improve an organization's effectiveness through a better understanding of the dynamics and levers of knowledge production, access, and use…
A leading innovation scholar explains the growing phenomenon and impact of free innovation, in which innovations developed by consumers and given away “for free.” In this book, Eric von Hippel, author of the influential Democratizing Innovation, integrates new theory and research findings into the framework of a “free innovation paradigm.” Free innovation, as he defines it, involves …
Dieses Lehrbuch zeigt, wie etablierte Unternehmen eine unternehmerische und innovative Organisation schaffen und erhalten können, um langfristig ihre Wettbewerbsfähigkeit zu sichern. Dies wird erreicht über eine unternehmerische Strategie, flexible Organisationsstrukturen und eine passende Organisationskultur. Etliche Instrumente ermöglichen sowohl mehr unternehmerisches Engagement einzelne…
Over the past century, an extensive literature has developed, exploring the impact of entrepreneurship on economic performance. The active participation of entrepreneurs in virtually all aspects of business and economic activity has obliged policy makers within the global economy to consider entrepreneurship as a determining variable in any political force, not only for bodies and groups creat…
This book examines the effects of the pandemic on supply chains and consequent adjustments made by companies to cope with these effects. This research sheds light on the challenges faced by diverse industries during the COVID and post-COVID periods and the solutions employed by companies to tackle them. The book covers several strategies, such as fulfillment strategies, inventory management, i…
Steffen Spitzner entwickelt und erprobt im Rahmen dieses Buches einen kompetenzorientierten Leistungstest auf unternehmerisches Wissen und Denken. Dazu erschließt er die fachwissenschaftliche Perspektive des Entrepreneurships, ergänzt diese um fachdidaktische Konkretisierungen der Entrepreneurship Education und integriert kompetenz- und testtheoretische Grundlagen. Auf dieser Basis entwickelt…
This open access book explores the global challenges and experiences related to digital entrepreneurial activities, using carefully selected examples from leading companies and economies that shape world business today and tomorrow. Digital entrepreneurship and the companies steering it have an enormous global impact; they promise to transform the business world and change the way we communicat…
Around the world there is an increasing interest in issues of small business and entrepreneurship. In a time with a lot of myths and opinions of the role of entrepreneurs and small business it is vital for a book like this to encapsulate the knowledge that can be gained from the most significant research contributions in the field. Such knowledge is often build upon empirical oriented methods p…
This book is the definitive resource for understanding the phenomena and process of personal brand management as it becomes increasingly valued in a global economy. By providing a research-based, theoretical framework, the author distills the concept of personal branding as it is applicable to individuals throughout all stages of career development as well as across industries and disciplines. …