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Timing der Markteinführung von Innovationen

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Handbuch Technologie- und Innovationsmanagement

Zusammenfassung

Die Zeit stellt ohne Zweifel einen zentralen strategischen Erfolgsfaktor dar (Simon 1989). Unternehmen, die das Image des Innovators anstreben, müssen in der Lage sein, Entwicklungs- und Marktprozesse ohne signifikante Qualitätseinbußen und Kostensteigerungen zu beschleunigen. Nur so haben sie eine Chance, als Erster mit einem neuen Produkt in einen Markt einzutreten. Die Pionierstrategie stellt eine Option des Markteintrittstiming dar. Pioniere haben jedoch ein nicht zu vernachlässigendes Scheiterrisiko, da sie Neuland betreten. Der Folger besitzt den Vorteil, dass er aus den Fehlern des Pioniers lernen kann.

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Authors and Affiliations

  1. Lehrstuhl für Innovation, Neue Medien und Marketing, Christian-Albrechts-Universität zu Kiel, Olshausenstraße 40, 24098, Kiel, Deutschland

    Dr. Marc Fischer (wissenschaftlicher Mitarbeiter und Habilitand)

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  1. Dr. Marc Fischer
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Editors and Affiliations

  1. Christian-Albrechts-Universität zu Kiel, Olshausenstraße 40, 24098, Kiel, Deutschland

    Sönke Albers (Inhaber des Lehrstuhls für Innovation Neue Medien und Marketing) (Inhaber des Lehrstuhls für Innovation Neue Medien und Marketing)

  2. Universität St. Gallen, Dufourstrasse 40a, 9000, St. Gallen, Schweiz

    Oliver Gassmann (Inhaber des Lehrstuhls für Innovationsmanagement am Institut für Technologiemanagement) (Inhaber des Lehrstuhls für Innovationsmanagement am Institut für Technologiemanagement)

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© 2005 Betriebswirtschaftlicher Verlag Dr. Th. Gabler/GWV Fachverlage GmbH, Wiesbaden

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Fischer, M. (2005). Timing der Markteinführung von Innovationen. In: Albers, S., Gassmann, O. (eds) Handbuch Technologie- und Innovationsmanagement. Gabler Verlag, Wiesbaden. https://doi.org/10.1007/978-3-322-90786-8_22

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  • DOI: https://doi.org/10.1007/978-3-322-90786-8_22

  • Publisher Name: Gabler Verlag, Wiesbaden

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  • Online ISBN: 978-3-322-90786-8

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