Introduction

Abstract

Change is both a typical and necessary characteristic of the evolutionary process. Although companies frequently consider it a catalyst for critical situations, there is more to it than problems, risks and dangers. A company opens up new possibilities by positioning itself actively and early, consciously grasping these factors and bearing them in mind when planning its future. Doing so it distinguishes itself positively from its competitors and thus creates new potential. Working proactively during economically stable times is particularly important in this case. The risk that effective measures cannot be introduced quickly enough often originates in not being able to recognize relevant changes. Companies are ready to make alterations, especially in times of crisis. However, they often no longer have the energy or reserves, or are in a position where they need to make considerable cuts. The demand to be permanently innovative regarding products and processes is thus continuously and emphatically present ([Zahn-94], [Warn-93]). Companies need to develop strategies oriented on the future and possible solutions based not only on knowledge of their weaknesses and previous mistakes, but also in consideration of their business goals. Once established, these need to be pursued resolutely. Due to ever decreasing product lifecycles, increasing product diversity, unstable production plans, market globalization and numerous other factors, a company has to be as flexible and adaptable as the market itself.