This reference book provides a compact overview of the increasingly important topic of Business Development. The author not only describes the role of the Business Development Manager with its tasks, but also shows how Business Development can be organizationally integrated into a company. In addition, a prototypical Business Development Process is specifically presented and explained using a case study.
The second, revised and expanded edition of the reference book shows that crises can also be an opportunity, explains specific Key Performance Indicators (KPIs) for Business Development and describes new digital business models. In addition, the book was supplemented by a practical interview and quotes from business and science.
The reference book helps everyone who is responsible for introducing or optimizing Business Development in the company or who wants to work in this area in the future.
Author(s): Andreas Kohne
Edition: 2
Publisher: Springer Vieweg
Year: 2022
Language: English
Pages: 164
City: Wiesbaden
Preface to the Second Edition
Contents
List of Figures
About the Author
1 Introduction
1.1 Business Development
1.2 Business Change Goals
1.3 Change Management
1.4 Stakeholders
1.5 VUCA
1.6 Ambidextry
1.7 Agility
1.8 Lean Start-up Mentality
1.9 Corporate Culture
1.10 Crisis as Opportunity
2 Business Development
2.1 Mindset, Skillset, and Toolset
2.2 Role
2.3 Role Profile
2.4 Organizational Unit
2.5 Process
2.5.1 Idea Phase
2.5.2 Project Plan
2.5.3 Business Model
2.5.4 Business Plan
2.5.5 Prototype
2.5.6 Development Phase
2.5.7 Testing Phase
2.5.8 Realization Phase
2.5.9 Communication and Internal Marketing
2.5.10 Documentation
2.5.11 Lessons Learned
2.5.12 Continuous Improvement
2.6 Agile Business Development Process
2.7 Three Horizons Model
2.8 Innovation Landscape
2.9 Business Development KPIs
3 Portfolio
3.1 Portfolio Structure
3.2 Portfolio Lifecycle
3.3 Portfolio Management
4 Resources
4.1 Skills
4.2 Budget
4.3 Internal Resources
4.4 External Resources
4.5 Mergers & Acquisitions
4.6 Controlling
5 Target Market
5.1 Market Observation
5.1.1 Gartner Hype Cycle
5.2 Market Segmentation
5.3 Risk Analysis
5.3.1 SWOT Analysis
5.3.2 STEP Analysis
5.4 Internationalization
6 Market Cultivation Strategy
6.1 Pricing
6.2 Sales Concept
6.3 Partner Concept
6.4 Marketing Concept
6.4.1 Online Marketing
6.4.2 Social Selling
6.5 Sales Enablement
6.6 Networking
7 Case Study
7.1 Starting Situation
7.2 Business Development Process
7.3 Result
8 Interview with Björn Radde
9 In Six Steps to Business Development
10 Quotes from Science and Business
References
Index
