Description
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The field of innovation requires a deep knowledge and understanding of the market and the customers. Therefore this book tries to elaborate how SME's can reduce the additional risks and challenges they have to face compared to big corporation. It tries to clarifies question such as what the most important resources for developing innovations are. Based on already existing literature a well-functioning, success-oriented innovation process for SME's is being developed. To complete those, the roles of both, marketing department and sales department, are being clarified.
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Farbowski, MagdalenaWithin her undergraduate degree, Magdalena Farbowski, decided to write her 2nd bachelor-thesis within the field of sales management. The special focus was laid on SMEs due to the fact that most Austrian companies fall into this category. Especially regarding the management of innovation they have to face special risks and challenges.
