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Author:Zetsche, D.
Title:Innovation Leadership.
Journal:IO Management-Zeitschrift industrielle Organisation
1996 : VOL. 65:1-2, p. 32-35
Index terms:STRATEGIC MANAGEMENT
INNOVATION
NEW PRODUCTS
CUSTOMER RELATIONS
CORPORATE CULTURE
Language:ger
Abstract:Environmental challenges call for an innovation management which covers the entire company and is consequently customer oriented. <> stands for the successful implementation of this kind of process: the creation of new standards, conditions and cultures. Mercedes-Benz consequently follows this way by calling into question and substituting its traditional goals, strategies, structures, processes and cultures in a top-down and bottom-up-approach.
SCIMA record nr: 147190
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