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. A central finding of business management research is that ideas for generating future growth opportunities are often not a product of chance, but the results of systematic analyses.
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.
Author(s): Andreas Engelen, Clara von Gagern, Monika Engelen
Publisher: Springer Gabler
Year: 2023
Language: English
Pages: 274
City: Wiesbaden
Preface to the Second Edition
Preface to the First Edition
Contents
About the Authors
1: Introduction
1.1 Can Companies Grow and Exist in the Long Term?
1.2 New Ideas for Growth Generation: Where and When?
1.3 Opportunity Recognition as an Approach to Generating New Growth Ideas
References
2: Company-related Opportunity Recognition Tools
2.1 Technology Application Matrix
2.1.1 The Concept of the Technology Application Matrix
2.1.2 Opportunity Recognition with the Technology Application Matrix
2.1.3 Application of the Technology Application Matrix
2.2 Business Model Innovation Approach
2.2.1 The Concept of Business Model Innovation
2.2.2 Opportunity Recognition with Business Model Innovations
2.2.3 Application of Business Model Innovations
2.3 Core Business Approach
2.3.1 The Concept of Core Business
2.3.2 Opportunity Recognition with the Core Business Approach
2.3.3 Application of the Core Business Approach
2.4 Analytics Approach
2.4.1 The Concept of Analytics
2.4.2 Opportunity Recognition with Analytics
2.4.3 Application of the Analytics Approach
2.5 Product Trend Approach
2.5.1 The Concept of the Product
2.5.2 Opportunity Recognition with the Product Trend Approach
2.5.3 Application of the Product Trend Approach
References
3: Market-Related Tools of Opportunity Recognition
3.1 Consumption Chain
3.1.1 The Concept of the Consumption Chain
3.1.2 Opportunity Recognition with the Consumption Chain
3.1.3 Application of the Consumption Chain Approach
3.2 Empathic Design
3.2.1 The Concept of Latent Needs
3.2.2 Opportunity Recognition with Empathic Design
3.2.3 Application of Empathic Design
3.3 Granularity Approach
3.3.1 Fundamentals of the Granularity Approach
3.3.2 Opportunity Recognition with the Granularity Approach
3.3.3 Application of the Granularity Approach
3.4 Innovation Mapping
3.4.1 The Concept of Disruptive Innovation
3.4.2 Opportunity Recognition with Innovation Mapping
3.4.3 Application of Innovation Mapping
3.5 Market Imperfections
3.5.1 The Concept of Market Imperfections
3.5.2 Opportunity Recognition with the Market Imperfections Approach
3.5.3 Application of the Market Imperfections Approach
References
4: Environmental Opportunity Recognition Tools
4.1 Reverse Innovation Approach
4.1.1 The Concept of Reverse Innovation
4.1.2 Opportunity Recognition with Reverse Innovation
4.1.3 Application of the Reverse Innovation Approach
4.2 Interpreter Approach
4.2.1 The Concept of Incremental and Radical Innovation
4.2.2 Opportunity Recognition with the Interpreter Approach
4.2.3 Application of the Interpreter Approach
4.3 Innovation Crowdsourcing
4.3.1 The Concept of Innovation Crowdsourcing
4.3.2 Opportunity Recognition with Innovation Crowdsourcing
4.3.3 Application of Innovation Crowdsourcing
4.4 Lead User Approach
4.4.1 The Concept of Different Customer Groups in Innovation Diffusion
4.4.2 Opportunity Recognition with Lead Users
4.4.3 Application of the Lead User Approach
4.5 Market Space Approach
4.5.1 Basic Principles of the Market Space Approach
4.5.2 Opportunity Recognition with the Market Space Approach
4.5.3 Application of the Market Space Approach
References
5: Systematization of the Tools for Opportunity Recognition
5.1 Systematization By Format
5.2 Systematisation According to New Products and New Markets
5.3 Systematisation According to the Necessary Use of Resources
References
6: Evaluation and Selection of Opportunities
6.1 Criteria Catalogues
6.2 Portfolio Approaches
References
7: Application Tasks for Teaching and Workshops
7.1 Application Tasks on Company-Related Tools
7.1.1 Technology Application Matrix for the Hövding Company
7.1.2 Analysis of Business Model Innovation
7.1.3 Collection of Ideas for Analytics Application Fields at IKEA
7.1.4 Analysis of the Impact of Megatrends on IKEA According to the Product Trend Approach
7.2 Application Tasks for Market-Related Tools
7.2.1 Analysis of Changes in the Consumption Chain
7.2.2 Empathic Design to Improve Online Teaching or Campus Infrastructure
7.2.3 Analysis of Innovations: Disruptive or Incremental?
7.3 Application Tasks on Environment-Related Tools
7.3.1 Interpreter Approach for the Game Pokémon Go
7.3.2 Lead User Search
7.3.3 Value Curve for the Women’s Gym Chains Curves and Mrs Sporty
7.3.4 Value Curve for the Ergobag Primary School Backpack
7.3.5 Value Curve for Low-Cost Airlines
References
