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. 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. The content · Corporate Opportunity Recognition Tools · Market-related Tools of Opportunity Recognition · Environmental Opportunity Recognition Tools · Systematization of the Tools for Opportunity Recognition · Evaluation and Selection of Ppportunities The authors Prof. Dr. Andreas Engelen holds the Chair of Business Administration, in particular Management, at Heinrich Heine University in Düsseldorf. He has published several studies on entrepreneurial/innovation-oriented management in international 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 is Head of Strategic Claims Management of the German business unit of a leading international insurance company. This book is a translation of an original German edition. The translation was done with the help of artificial intelligence (machine translation by the service DeepL.com). A subsequent human revision was done primarily in terms of content, so that the book will read stylistically differently from a conventional translation.