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Aufbau (1st Stage)

In: Von Konzernkindern zu Marktmeistern

Author

Listed:
  • Eva Friese

    (Storypark GmbH)

  • Markus Mayr

    (Storypark GmbH)

Abstract

ZusammenfassungIn diesem Kapitel geht um die diese Phase eines jeden Corporate Start-ups, die geprägt ist vom „Culture Clash – Hoodie gegen Anzug“: die Aufbauphase. Hier prallen unterschiedliche Werte, Arbeitsweisen, Entscheidungsprozesse und Kommunikationsstile aufeinander. Dies kann eine Neid-Kultur innerhalb des Konzerns und Spannungen mit bestehenden Innovationseinheiten auslösen. Effektive Kommunikation ist der Schlüssel, um Vorurteile abzubauen und als Dolmetscher zwischen Digital Natives und Corporate Residents zu fungieren. Das Führungspersonal ist entscheidend für den Erfolg und muss eine authentische Personal Brand aufbauen und strategisch nutzen. Sie fungiert als Gesicht der Marke und Botschafter*in für die Werte des Start-ups.

Suggested Citation

  • Eva Friese & Markus Mayr, 2026. "Aufbau (1st Stage)," Springer Books, in: Von Konzernkindern zu Marktmeistern, chapter 4, pages 63-86, Springer.
    • Handle: RePEc:spr:sprchp:978-3-662-72561-0_4
    DOI: 10.1007/978-3-662-72561-0_4
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