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Business Development - Customer-oriented Business Development for successful companies
Andreas Kohne
Verlag Springer Vieweg, 2019
ISBN 9783658247263 , 116 Seiten
Format PDF, OL
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Business Development - Customer-oriented Business Development for successful companies
Preface
5
Contents
7
List of Figures
9
1 Introduction
10
1.1 Business Development
13
1.2 Business Change Goals
18
1.3 Change Management
18
1.4 Stakeholders
21
1.5 Lean Startup Mentality
22
1.6 Corporate Culture
23
References
25
2 Business Development
26
2.1 Role
26
2.2 Role Profile
28
2.3 Organizational Unit
29
2.4 Process
31
2.4.1 Idea Phase
33
2.4.2 Project Plan
43
2.4.3 Business Model
43
2.4.4 Business Plan
46
2.4.5 Prototype
48
2.4.6 Development Phase
49
2.4.7 Testing Phase
50
2.4.8 Realization Phase
52
2.4.9 Communication and Internal Marketing
53
2.4.10 Documentation
56
2.4.11 Lessons Learned
57
2.4.12 Continuous Improvement
57
References
59
3 Portfolio
60
3.1 Portfolio Structure
60
3.2 Portfolio Life Cycle
63
3.3 Portfolio Management
67
References
70
4 Resources
71
4.1 Skills
71
4.2 Budget
72
4.3 Internal Resources
74
4.4 External Resources
75
4.5 Mergers and Acquisitions
78
4.6 Controlling
80
References
81
5 Target Market
83
5.1 Market Observation
83
5.2 Market Segmentation
85
5.3 Risk Analysis
86
5.3.1 SWOT Analysis
87
5.3.2 STEP Analysis
88
5.4 Internationalization
90
References
92
6 Market Cultivation Strategy
93
6.1 Pricing
93
6.2 Sales Concept
96
6.3 Partner Concept
97
6.4 Marketing Concept
98
6.5 Sales Enablement
102
References
104
7 Case Study
105
7.1 Starting Situation
105
7.2 Business Development Process
107
7.3 Result
110
8 In Six Steps to Business Development
112
Index
115
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