Advantages:

• Addresses the topic of "Innovation in Established Companies" comprehensively
• Written in an accessible, relaxed language
• Highly visual (original sketches)
• Breaks up the content with short, self-contained articles ("Intermezzi")

About the Work:
There are hardly any companies that do not claim to be innovative. However, when looking behind the facades, one often encounters innovation theater everywhere. This refers to measures that create the appearance of promoting innovation but are only useful for marketing purposes. They do not actually make a company more innovative. Today, companies can no longer be satisfied with merely improving their products and services to be better, faster, or cheaper. In the long run, only those companies will succeed that manage to find completely new solutions to their customers' problems.