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Timing der Markteinführung von Innovationen

In: Handbuch Technologie- und Innovationsmanagement

Author

Listed:
  • Marc Fischer
  • Alexander Himme

Abstract

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.

Suggested Citation

  • Marc Fischer & Alexander Himme, 2011. "Timing der Markteinführung von Innovationen," Springer Books, in: Sönke Albers & Oliver Gassmann (ed.), Handbuch Technologie- und Innovationsmanagement, edition 2, pages 419-436, Springer.
    • Handle: RePEc:spr:sprchp:978-3-8349-6746-6_22
    DOI: 10.1007/978-3-8349-6746-6_22
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