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Getränkeinnovation Red Bull Energy Drink

Getränkeinnovation Red Bull Energy Drink

          
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About the Book

Studienarbeit aus dem Jahr 2009 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,7, Technische Hochschule Köln, ehem. Fachhochschule Köln, Veranstaltung: Innovationsmanagement, Sprache: Deutsch, Abstract: Der Begriff Innovation ist ursprünglich aus dem lateinischen, abgeleitet worden aus den Wörtern novus bedeutet "neu" und innovatio bedeutet "etwas neues schaffen". "Innovation ist eine Idee oder ein Objekt, das von den Übernehmern als neu angesehen wird", diese Meinung vertritt Everett M. Rogers. Eine etwas andere Definition macht Joseph Alois Schumpeter. Er definiert "Innovation als die Durchsetzung einer technischen oder organisatorischen Neuerung, nicht alleine ihre Erfindung". Es wird deutlich, dass eine Innovation nicht einfach etwas Neues ist, das es so auf dem Markt noch nicht gegeben hat, sondern dass eine Innovation einige Voraussetzungen erfüllen muss, um wirklich als Innovation anerkannt zu werden. Oft werden Produkte ein wenig verändert, ob es das Design ist, die Verpackung oder ein kleines technisches Detail. Es ist wichtig zu erkennen, dass es sich in diesen Fällen nicht um eine Innovation handelt. Nicht jede Innovation schafft es tatsächlich auch bis zum Endverbraucher und nicht jede neue Idee schafft es tatsächlich sich durchzusetzen. Ein großer Teil von Ideen scheitert alleine bei der Umsetzung vom Kopf bis hin zum fertigen Produkt oder der Dienstleistung. In den vergangenen Jahrzehnten hat es eine ganze Reihe von Innovationen gegeben, einige erfolgreicher und einige weniger erfolgreich. Als ein Beispiel für eine erfolgreiche Getränkeinnovation wird in der folgenden Hausarbeit der Energy Drink von Red Bull erläutert. Zu Beginn wird die Red Bull GmbH, die Geschäftsidee und der Energy Drink kurz vorgestellt. Es folgt eine Erläuterung der vier Merkmale einer Innovation: Neuheitsgrad, Unsicherheit, Komplexität und Konfliktgehalt. Anschließend werden das Zieldreieck der Innovation und der Produktlebenszyklus eingehender betracht


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Product Details
  • ISBN-13: 9783640369225
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 3 mm
  • Width: 148 mm
  • ISBN-10: 364036922X
  • Publisher Date: 10 Jul 2009
  • Height: 210 mm
  • No of Pages: 52
  • Series Title: German
  • Weight: 82 gr


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