Innovation and innovation management have been used as mantras by business leaders in all industries for a long time. But how can they be applied successfully? In spite of all the customer-focused approaches in today’s organizations, some do not even know who their customer is. This is why it is important to get out of the office or laboratory and watch your customers work, live and play. Hans W. Steisslinger explains in his article in COSSMA 4/2013 just how complex successful innovation management really is.
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