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Question 1

What are differences between static and dynamic paradigms?

Answer 1

static: routine transactions, efficiency and price are main drivers, gradual changes
dynamic: new innovative firms, old established business models fail, disequilibrium (Ungleichgewicht) and disruption

Question 2

Describe what is meant by the innovator’s dilemma

Answer 2

die besten Firmen sind erfolgreich, weil sie sich genau nach den Kunden richten und ihnen zuhören. Genau das ist auch ein Grund, warum andere scheitern

Question 3

what are 7 sources for innovative opportunity according Peter Drucker?

Answer 3

1. the unexpected
2. incongruities (Nichtübereinstimmungen)
3. process need
4. industry and market structures
5. demographics
6. changes in perception
7. new knowledge

Question 4

What are 7 basic qustions for an opportunity evaluation?

Answer 4

1. capabilities (können wir das?)
2. novelty (ist es neu?)
3. value & uniqueness (besser als das Alte?)
4. resources (bekommen wir, was wir benötigen?)
5. return (verdienen wir Geld damit?)
6. risks (was riskieren wir?)
7. commitment (wollen wir das?)

Question 5

Name the 3 determinants of the intrapreneurial opportunity process

Answer 5

1. Anticipated current/future demand
2. Assumption to have capabilities to offer the requested technologies/services
3. Assumption to be able to sell them with profit

Question 6

definition marketing

Answer 6

is the activity that processes for creating, communicating, delivering and exchanging offerings that have value for customers (, partners, clients, society)

Question 7

definition value proposition

Answer 7

promise of value to be delivered. Value is worth, importance or utility

Question 8

5 different dimensions of value

Answer 8

product, price, access, service, experience

Question 9

name/describe the 3 phases of the strategic marketing process (STP)

Answer 9

segmenting: wie kann man die Gesellschaft sinnvoll segmentieren?
targeting: wer interessiert sich für mich?
positioning: wie passe ich mich/mein Produkt an die Zielgruppe an?

Question 10

give a definition of the term “market segmentation” according Wendell R. Smith

Answer 10

view market as many heterogeneous markets, differing preferences, attributable to the desires of customers for more precise satisfaction

Question 11

List the “Sinus Milieus”

Answer 11

established, traditional burgeois, traditional working-class, consumer materialistic, career oriented, modern burgeois, liberal intellectual, modern employee, hedonistic, post-modern

Question 12

Name 6 phases and of the intrapreneurial opportunity process

Answer 12

1. Growth Market Identification
2. Technology impacts derivation
3. DNA match analysis
4. addressable market estimation
5. portfolio gaps analysis
6. go-to-market approach development