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Geschäftsmodellinnovationen etablierter Unternehmen: Eine literaturbasierte Darstellung der Herausforderungen und Ansätze am Fallbeispiel der BMW Impact Ventures

Author

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  • Günther, Elmar
  • Greven, Gunther

Abstract

Insbesondere etablierte Unternehmen (incumbent firms) setzen heute vermehrt auf Geschäftsmodellinnovationen als Reaktion auf vielfältige Veränderungen in ihren Märkten. Dabei entstehen zahlreiche Herausforderungen bei der Gestaltung des Innovationsprozesses, insbesondere aufgrund des möglichen Zielkonfliktpotenzials zu den bestehenden Geschäftsmodellen. Auf Basis einer literaturgestützten Analyse und des Fallbeispiels der BMW Impact Ventures werden aktuelle Erkenntnisse zu diesen Herausforderungen und Lösungsansätzen dargestellt.

Suggested Citation

  • Günther, Elmar & Greven, Gunther, 2019. "Geschäftsmodellinnovationen etablierter Unternehmen: Eine literaturbasierte Darstellung der Herausforderungen und Ansätze am Fallbeispiel der BMW Impact Ventures," PraxisWISSEN Marketing: German Journal of Marketing, AfM – Arbeitsgemeinschaft für Marketing, vol. 4(01/2019), pages 32-44.
    • Handle: RePEc:zbw:afmpwm:261141
    DOI: 10.15459/95451.29
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    References listed on IDEAS

    as
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