{"id":13536,"date":"2023-03-22T11:20:10","date_gmt":"2023-03-22T09:20:10","guid":{"rendered":"https:\/\/www.wonderwerk.com\/innovation\/was-ist-innovationsmanagement\/"},"modified":"2025-09-19T15:40:29","modified_gmt":"2025-09-19T13:40:29","slug":"what-is-innovation-management","status":"publish","type":"page","link":"https:\/\/www.wonderwerk.com\/en\/innovation\/what-is-innovation-management\/","title":{"rendered":"Innovation management in companies"},"content":{"rendered":"\n<p class=\"has-medium-font-size\"><em>What do we want? Innovation! When do we want it? Now! <\/em>But what exactly is innovation? And how can the <strong>development of new ideas<\/strong> be managed optimally? We show you what <strong>innovation strategies <\/strong>are available, what <strong>tools and skills<\/strong> are necessary for successful innovation management, and how companies and organizations succeed in <strong>structurally organizing innovation<\/strong>\u2014from identifying opportunities to developing a company- or organization-wide innovation culture.r Ent<strong>\\-<\/strong>wicklung einer unter<strong>\\-<\/strong>nehmens- bzw. or<strong>\\-<\/strong>ga<strong>\\-<\/strong>ni<strong>\\-<\/strong>sations<strong>\\-<\/strong>weiten Inno<strong>\\-<\/strong>vations<strong>\\-<\/strong>kultur.<\/p>\n\n\n\n<div class=\"wp-block-wonderwerk-spacer spacer_30\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-content\">Content<\/h3>\n\n\n\n<div class=\"wp-block-wonderwerk-spacer spacer_30\"><\/div>\n\n\n\n<ul class=\"wp-block-list rotlink\">\n<li><a href=\"#wasist\"><a href=\"https:\/\/www.wonderwerk.com\/en\/innovation\/what-is-innovation-management\/#wasist\">What is innovation management?<\/a><\/a><\/li>\n\n\n\n<li><a href=\"#was-sind-innovationen\"><a href=\"https:\/\/www.wonderwerk.com\/en\/innovation\/what-is-innovation-management\/#was-sind-innovationen\">What do we mean by innovation?<\/a><\/a><\/li>\n\n\n\n<li><a href=\"#innovationen-ngos\"><a href=\"https:\/\/www.wonderwerk.com\/en\/innovation\/what-is-innovation-management\/#innovationen-ngos\">Innovation in public institutions<\/a><\/a><\/li>\n\n\n\n<li><a href=\"#KeineInnovation\"><a href=\"https:\/\/www.wonderwerk.com\/en\/innovation\/what-is-innovation-management\/#KeineInnovation\">No innovation without change management<\/a><\/a><\/li>\n\n\n\n<li><a href=\"#warum\"><a href=\"https:\/\/www.wonderwerk.com\/en\/innovation\/what-is-innovation-management\/#warum\">Why is innovation management necessary?<\/a><\/a><\/li>\n\n\n\n<li><a href=\"#wie\"><a href=\"https:\/\/www.wonderwerk.com\/en\/innovation\/what-is-innovation-management\/#wie\">How does an innovation process work?<\/a><\/a><\/li>\n\n\n\n<li><a href=\"#Voraussetzungen\"><a href=\"https:\/\/www.wonderwerk.com\/en\/innovation\/what-is-innovation-management\/#Voraussetzungen\">Prerequisites for innovation management<\/a><\/a><\/li>\n\n\n\n<li><a href=\"#welche\"><a href=\"https:\/\/www.wonderwerk.com\/en\/innovation\/what-is-innovation-management\/#welche\">What innovation strategies are there?<\/a><\/a><\/li>\n\n\n\n<li><a href=\"#Wonderwerk\"><a href=\"https:\/\/www.wonderwerk.com\/en\/innovation\/what-is-innovation-management\/#Wonderwerk\">Innovation management with Wonderwerk<\/a><\/a><\/li>\n<\/ul>\n\n\n\n<div class=\"wp-block-wonderwerk-spacer trennlinie_80_80\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading subtitle_oben\" id=\"wasist\">What is innovation management?<\/h2>\n\n\n\n<div class=\"wp-block-wonderwerk-spacer spacer_30\"><\/div>\n\n\n\n<p class=\"rotlink\">We use the term &#8220;innovation management&#8221; to describe all of the actions taken to <strong>promote<\/strong> and <strong>properly implement innovation<\/strong> in a company or organization. Innovation processes culminate in the introduction of new offerings, new services, new products, or even <strong>new business models<\/strong> that provide benefits to customers and give the company or organization a competitive edge. Generating new ideas and successfully managing innovation is an important part of <a href=\"https:\/\/www.wonderwerk.com\/en\/strategy\/strategy-development\/\"><strong>strategy development<\/strong><\/a>.<br><br>Innovation management is about <strong>generating<\/strong> the right ideas,<strong> testing<\/strong> them efficiently, and scaling them quickly. In this way, companies and organizations gain a <strong>competitive edge<\/strong> and create the conditions for <strong>healthy growth<\/strong> in a rapidly changing world of work.<\/p>\n\n\n\n<div class=\"wp-block-wonderwerk-spacer spacer_30\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"846\" height=\"275\" src=\"https:\/\/www.wonderwerk.com\/wp-content\/uploads\/2023\/03\/Grafik-Arten-von-Innovation.png\" alt=\"\" class=\"wp-image-10347\" srcset=\"https:\/\/www.wonderwerk.com\/wp-content\/uploads\/2023\/03\/Grafik-Arten-von-Innovation.png 846w, https:\/\/www.wonderwerk.com\/wp-content\/uploads\/2023\/03\/Grafik-Arten-von-Innovation-300x98.png 300w, https:\/\/www.wonderwerk.com\/wp-content\/uploads\/2023\/03\/Grafik-Arten-von-Innovation-768x250.png 768w\" sizes=\"auto, (max-width: 846px) 100vw, 846px\" \/><\/figure>\n\n\n\n<div class=\"wp-block-wonderwerk-spacer spacer_50-30\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading subtitle_oben\" id=\"was-sind-innovationen\">What do we mean by innovation?<\/h3>\n\n\n\n<div class=\"wp-block-wonderwerk-spacer spacer_30\"><\/div>\n\n\n\n<p class=\"rotlink\">There are different types of innovation that can vary in their goal, focus, and impact. In the context of corporate innovation management, the focus is often on product, process, or business model innovation, because the goal is usually to find new ways to create value, make processes more efficient, and reduce costs in the long term. However, there are also types of innovation whose development has a positive impact in a social, societal or scientific context:<\/p>\n\n\n\n<div class=\"wp-block-wonderwerk-spacer spacer_30\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Digital innovation<\/strong>: When new products, business models, or services are created through the application of digital tools or novel technologies, we speak of digital innovation. One example is AI-based applications for process optimization.<\/li>\n\n\n\n<li><strong>Technological innovation<\/strong>: One type of innovation that usually comes from research is new or improved technologies such as blockchain or artificial intelligence.<\/li>\n\n\n\n<li><strong>Social innovation<\/strong>: We usually talk about \u201csocial\u201d innovation when it comes to addressing social problems or societal needs with the help of new products, technologies, or services. However, these can also be innovations provided by public institutions and NGOs.<\/li>\n<\/ul>\n\n\n\n<div class=\"wp-block-wonderwerk-spacer spacer_30\"><\/div>\n\n\n\n<h5 class=\"wp-block-heading\" id=\"innovationen-ngos\">Innovations in public institutions and NGOs<\/h5>\n\n\n\n<div class=\"wp-block-wonderwerk-spacer spacer_30\"><\/div>\n\n\n\n<p>Although the terms innovation and trend management are more commonly used in a private sector context, <strong>public institutions<\/strong> and <strong>nonprofit organizations<\/strong> are also (and especially!) constantly innovating. For example, the goal of innovation management in NGOs and public organizations may be to find new ways<strong> to solve the specific problem<\/strong> that the institution or organization has set for itself. For example, an environmental organization might launch a program to promote biodiversity in a particular area using <strong>modern technologies<\/strong> such as GIS mapping.<\/p>\n\n\n\n<div class=\"wp-block-wonderwerk-spacer spacer_30\"><\/div>\n\n\n\n<p>However, we also refer to innovative research and development in public institutions and nonprofit organizations when an innovation (e.g., the introduction of a new technology)<strong> improves the work <\/strong>processes within the organization and thus its efficiency. For example, a charity might develop or contract for the development of an application that simplifies the collection of donations for both donors and recipients.<\/p>\n\n\n\n<div class=\"wp-block-wonderwerk-spacer spacer_30\"><\/div>\n\n\n\n<p class=\"has-background\" style=\"background-color:#fce0ec\">At its core, innovation management in NGOs and public institutions is about <strong>improving collaboration<\/strong> with key partners and stakeholders, and <strong>increasing the rate of achievement<\/strong> through new ideas and innovative approaches.<\/p>\n\n\n\n<div class=\"wp-block-wonderwerk-spacer spacer_30\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading subtitle_oben\" id=\"KeineInnovation\">No innovation without change management<\/h3>\n\n\n\n<div class=\"wp-block-wonderwerk-spacer spacer_20\"><\/div>\n\n\n\n<p class=\"rotlink\">Successful innovation management <em>requires<\/em> structure. Only when the development and implementation of ideas are <strong>systematically planned<\/strong>, controlled, and reviewed can the end result be a unique service or product that makes customers&#8217; hearts beat faster. This usually requires breaking down outdated structures, <strong>redefining <\/strong>roles and tasks, and <strong>adapting <\/strong>processes. For this reason, successful innovation management requires good <a href=\"https:\/\/www.wonderwerk.com\/en\/change-management\/change-management-definition-prozess\/\"><strong>change management<\/strong><\/a>.<\/p>\n\n\n\n<div class=\"wp-block-wonderwerk-spacer spacer_50-30\"><\/div>\n\n\n\n<h5 class=\"wp-block-heading subtitle_oben\" id=\"h-what-is-an-innovation-manager\">What is an innovation manager?<\/h5>\n\n\n\n<p class=\"rotlink\">The <strong>innovation manager<\/strong> stands at the interface between innovation and change management. The stakeholder for innovation in a company or organization usually undergoes <a href=\"https:\/\/www.wonderwerk.com\/trainings\/innovationsmanagement\/\"><strong>specialized training in innovation methods<\/strong><\/a> and <a href=\"https:\/\/www.wonderwerk.com\/trainings\/trendmanagement-2\/\"><strong>trend management<\/strong><\/a>. Methods such as <strong>Design Thinking<\/strong> and<strong> <a href=\"https:\/\/www.wonderwerk.com\/en\/strategy\/future-thinking-methode\/\">F<\/a><\/strong><a href=\"https:\/\/www.wonderwerk.com\/en\/strategy\/future-thinking-methode\/\"><strong>uture(s) Thinking<\/strong><\/a> play a special role here.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"linkrot has-background\" style=\"background-color:#fce0ec\">It is the innovation manager&#8217;s job to <strong>create a culture<\/strong> that promotes risk acceptance and the desire for change.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>The specific structural requirements that need to be put in place to <strong>sustainably embed<\/strong> innovation management depend on the respective goals and resources of the company or organization. In some cases, it is necessary to <strong>create specialized departments<\/strong> or teams. However, it is often also a matter of integrating innovation processes into existing structures and workflows.<\/p>\n\n\n\n<div class=\"wp-block-wonderwerk-spacer spacer_30\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"846\" height=\"405\" src=\"https:\/\/www.wonderwerk.com\/wp-content\/uploads\/2023\/03\/Trendradar.png\" alt=\"\" class=\"wp-image-10349\" srcset=\"https:\/\/www.wonderwerk.com\/wp-content\/uploads\/2023\/03\/Trendradar.png 846w, https:\/\/www.wonderwerk.com\/wp-content\/uploads\/2023\/03\/Trendradar-300x144.png 300w, https:\/\/www.wonderwerk.com\/wp-content\/uploads\/2023\/03\/Trendradar-768x368.png 768w\" sizes=\"auto, (max-width: 846px) 100vw, 846px\" \/><\/figure>\n\n\n\n<div class=\"wp-block-wonderwerk-spacer spacer_50-30\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"warum\">Why is innovation management necessary?<\/h3>\n\n\n\n<div class=\"wp-block-wonderwerk-spacer spacer_30\"><\/div>\n\n\n\n<p class=\"rotlink\">Strategically oriented innovation management is essential for companies and organizations because it increases customer satisfaction and thus also <strong>secures competitiveness<\/strong>. By developing innovative services or products and new business models, companies can win new customers, defend niches, and increase market share. Companies and organizations with a vibrant culture of innovation can <strong>respond more quickly to changes<\/strong> in their environment and the market and increase their value creation in many key areas:<\/p>\n\n\n\n<div class=\"wp-block-wonderwerk-spacer spacer_20\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Customer focus<\/strong>: Innovation management enables companies and organizations to respond more quickly to changing requirements and anticipate needs <em>before<\/em> customers can formulate them in concrete terms.<\/li>\n\n\n\n<li><strong>Resource utilization<\/strong>: Innovative methods such as <strong>Design Thinking<\/strong> or <strong>Lego prototypes<\/strong> reveal at a very early stage which ideas have the greatest potential and where investments in development make sense.<\/li>\n\n\n\n<li><strong>Increased efficiency<\/strong>: Time-consuming and cost-intensive individual processes are giving way to <em>innovative technologies<\/em> and new forms of collaboration.<\/li>\n\n\n\n<li class=\"rotlink\"><strong>Employee retention<\/strong>: Employees who actively contribute their ideas and help shape strategic development are <em>intrinsically motivated<\/em>. For this reason, innovation management is also an important factor in the context of <a href=\"https:\/\/www.wonderwerk.com\/en\/agility\/new-work-concept\/\"><strong>new work<\/strong><\/a> and <em>work-life blending<\/em>.<\/li>\n<\/ul>\n\n\n\n<div class=\"wp-block-wonderwerk-spacer spacer_50-30\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"wie\">How does an innovation process work?<\/h3>\n\n\n\n<div class=\"wp-block-wonderwerk-spacer spacer_30\"><\/div>\n\n\n\n<p>Innovations can offer <strong>enormous potential <\/strong>for companies and organizations, but they also <strong>involve risks<\/strong>. It is therefore important that the identification, development, and implementation of innovations are based on a <strong>structured process<\/strong> that allows sufficient room for creativity without losing sight of the goal. For most companies and organizations, innovation processes can be divided into <strong>four phases<\/strong>:<\/p>\n\n\n\n<div class=\"wp-block-wonderwerk-spacer spacer_20\"><\/div>\n\n\n\n<p>1. Idea generation<\/p>\n\n\n\n<p>2. Analysis\/concept<\/p>\n\n\n\n<p>3. Solution development<\/p>\n\n\n\n<p>4. Implementation\/marketing<\/p>\n\n\n\n<div class=\"wp-block-wonderwerk-spacer spacer_20\"><\/div>\n\n\n\n<p>Depending on the <strong>industry or focus<\/strong> of the company or organization, these phases may be weighted differently and take varying amounts of time. The respective <strong>innovation strategy<\/strong> also plays a major role here.<br><br>In companies with a <em>technology-oriented<\/em> innovation strategy, the focus will tend to be on production implementation, while organizations with a <em>customer-oriented<\/em> innovation strategy will allocate a lot of time to customer feedback.<\/p>\n\n\n\n<div class=\"wp-block-wonderwerk-spacer spacer_50-30\"><\/div>\n\n\n\n<div class=\"wp-block-wonderwerk-listimgitem listbox\"><figure class=\"list_icon\"><img decoding=\"async\" src=\"https:\/\/www.wonderwerk.com\/wp-content\/uploads\/2023\/03\/smiley-lupe.png\" alt=\"\"\/><\/figure><div class=\"listboxtext\"><div class=\"flexbox_2box\"><div class=\"listbut_sub\">1.<\/div><div class=\"listbut_sub_header\">Phase I in the innovation process \u2013 Idea generation<\/div><\/div><div class=\"spacer_20\"><\/div>\n<p>An innovation process often begins with an <strong>awareness <\/strong>of internal <strong>bottlenecks<\/strong> and <strong>challenges<\/strong> that cannot be overcome with the current setup. In order for this awareness of \u201cshortcomings\u201d to turn into innovation, consistent <strong>market and trend monitoring<\/strong> and ongoing analysis of <strong>customer needs<\/strong> and <strong>customer behavior<\/strong> are required. Only then can opportunities be identified and new ideas born.<br><br>How a company\/organization identifies such \u201cinnovation potential\u201d in concrete terms varies from case to case. Possible <strong>methods <\/strong>include, for example:<\/p>\n\n\n\n<div class=\"wp-block-wonderwerk-spacer spacer_20\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Customer feedback<\/strong>: Criticism and suggestions from customers often provide <em>valuable impetus<\/em> for innovation.<\/li>\n\n\n\n<li><strong>Employees<\/strong>: Much of the impetus for change comes from the people who know the respective products\/services best. These internal impulses can come via an <em>internal suggestion scheme<\/em>, but they can also arise in the context of <em>creativity workshops<\/em>.<\/li>\n\n\n\n<li><strong>Open or crowd innovation<\/strong>: In open innovation, the company <em>\u201copens up\u201d <\/em>the innovation process to the outside world in order to increase innovation potential and leverage external expertise. Methods for crowd innovation can include idea competitions.<\/li>\n\n\n\n<li><strong>Lead user method<\/strong>: Lead users are users whose needs are considered <em>representative of the respective market<\/em>. The aim of the lead user method is to identify lead users for important market trends and to <em>involve<\/em> them in the development of new products, services, and\/or strategies from the outset.<\/li>\n<\/ul>\n\n\n\n<div class=\"wp-block-wonderwerk-spacer spacer_20\"><\/div>\n\n\n\n<p>The first phase concludes with the <strong>evaluation of the ideas<\/strong>. For this evaluation, it is important that each idea is based on an argument that describes the <strong>relevance<\/strong> and <strong>potential <\/strong>of the respective innovation for the company\/organization. Important criteria for selecting the ideas that will be approved for the next phase of the process are the <strong>potential benefits<\/strong> and the <strong>feasibility <\/strong>of implementation.<\/p>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-wonderwerk-listimgitem listbox\"><figure class=\"list_icon\"><img decoding=\"async\" src=\"https:\/\/www.wonderwerk.com\/wp-content\/uploads\/2023\/03\/smiley-stift.png\" alt=\"\"\/><\/figure><div class=\"listboxtext\"><div class=\"flexbox_2box\"><div class=\"listbut_sub\">2.<\/div><div class=\"listbut_sub_header\">Phase II in the innovation process \u2013 analysis &#038; concept<\/div><\/div><div class=\"spacer_20\"><\/div>\n<p class=\"rotlink\">Before the ideas from Phase I are developed and tested, a <strong>concise analysis<\/strong> is carried out. Phase II involves gathering as much information as possible about selected ideas in order to avoid investing in innovations that will ultimately not be successful. Among other things, the <strong>requirements of the market<\/strong>, the <strong>market potential <\/strong>(e.g., market size and competitive situation), the <strong>framework conditions for implementation<\/strong> (e.g., technical requirements), and the <strong>legal framework<\/strong> (regulations, patents, etc.) are examined.<br><br>To ensure that the innovation meets the needs and expectations of the market, it is important to <strong>involve customers<\/strong><em> at the latest <\/em>at this stage of the innovation process. Methods from <strong><a href=\"https:\/\/www.wonderwerk.com\/en\/innovation\/what-is-design-thinking\/\">Design Thinking<\/a><\/strong> are often used to identify unconscious needs and problems (e.g., customer and target group interviews, observation of focus groups, or diary studies).<br><br>The analysis is followed by the <strong>development of initial concepts<\/strong> for possible solutions, implementation, and marketing. The new product\/service is <strong>specified in concrete terms <\/strong>and illustrated in the form of sketches or models. A popular tool for designing new business models is, for example, the <a href=\"https:\/\/digitaleneuordnung.de\/blog\/business-model-canvas-erklaerung\/\"><strong>Business Model Canvas<\/strong><\/a>.<br><br>Before development, the <strong>concepts<\/strong>, especially the solution concept, must be evaluated. The initial versions of the concepts are tested in an iterative process and continuously <strong>further developed<\/strong> through feedback loops so that at the end of the second process phase, a <strong>coherent concept <\/strong>is available that can be released for development.<\/p>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-wonderwerk-listimgitem listbox\"><figure class=\"list_icon\"><img decoding=\"async\" src=\"https:\/\/www.wonderwerk.com\/wp-content\/uploads\/2023\/03\/smiley-Idee.png\" alt=\"\"\/><\/figure><div class=\"listboxtext\"><div class=\"flexbox_2box\"><div class=\"listbut_sub\">3.<\/div><div class=\"listbut_sub_header\">Phase III in the innovation process \u2013 solution development<\/div><\/div><div class=\"spacer_20\"><\/div>\n<p>While there is usually a lot of creative leeway in the first two phases of the innovation process, phases three and four are much more focused. The goal of the third phase is to develop a <strong>marketable solution<\/strong>. To do this, several possible solutions must first be developed and <strong>prototypes built<\/strong> or <strong>pilot projects planned<\/strong> and tested.<br><br>Depending on the industry or focus of the company\/organization, <strong>different methods<\/strong> (e.g., MVPs \u2013 <em>minimum viable products <\/em>or Lego prototypes) and tests (e.g., concept and laboratory tests or tests on the target market under real conditions) can be used here. Only when the pilot project or prototypes have proven themselves is the innovation released for implementation.<\/p>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-wonderwerk-listimgitem listbox\"><figure class=\"list_icon\"><img decoding=\"async\" src=\"https:\/\/www.wonderwerk.com\/wp-content\/uploads\/2023\/03\/Smiley-Halen.png\" alt=\"\"\/><\/figure><div class=\"listboxtext\"><div class=\"flexbox_2box\"><div class=\"listbut_sub\">4.<\/div><div class=\"listbut_sub_header\">Phase IV in the innovation process \u2013 Implementation\/market launch<\/div><\/div><div class=\"spacer_20\"><\/div>\n<p>The final phase of the innovation process involves<strong> establishing<\/strong> the new product or service on the market. Depending on the industry and focus of the company or organization, the following actions are necessary:<\/p>\n\n\n\n<div class=\"wp-block-wonderwerk-spacer spacer_20\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Logistics<\/strong>: If the product is physical, you need to plan its <em>production<\/em> or procurement and the <em>framework conditions for distribution<\/em> (storage space, suppliers, partner networks, etc.).<\/li>\n\n\n\n<li><strong>Sales<\/strong>: Internal sales staff or external sales partners must be <em>trained<\/em> and <em>prepared<\/em> for the sale of the new product or service.<\/li>\n\n\n\n<li><strong>Marketing<\/strong>: Marketing precedes the market launch in order to <em>awaken a need<\/em> among the target customers that will be fulfilled at the moment of market launch.<\/li>\n<\/ul>\n\n\n\n<div class=\"wp-block-wonderwerk-spacer spacer_20\"><\/div>\n\n\n\n<p>However, the innovation process is by no means complete with the market launch: as part of product management, the innovation is subject to <strong>continuous evaluation<\/strong> and is constantly optimized with the help of <strong>customer feedback<\/strong> and <strong>market analyses<\/strong>.<\/p>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-wonderwerk-spacer spacer_50-30\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading subtitle_oben\" id=\"Voraussetzungen\">Requirements for innovation management<\/h3>\n\n\n\n<div class=\"wp-block-wonderwerk-spacer spacer_30\"><\/div>\n\n\n\n<p class=\"rotlink\">Innovation management does not work equally well in every company and every organization. This is because <strong>certain conditions <\/strong>must be met for innovations to emerge and be used profitably. For innovation management to be successful in a company, the following prerequisites must be met:<\/p>\n\n\n\n<div class=\"wp-block-wonderwerk-spacer spacer_20\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Innovation culture<\/strong>: Without a <em>culture of openness<\/em>, there can be no innovation. It is therefore important that the idea of innovation is <em>embedded<\/em> <em>in the values<\/em> of a company\/organization.<\/li>\n\n\n\n<li><strong>Innovation process<\/strong>: Without a structured process for identifying, evaluating, implementing, and measuring success, innovation management cannot be successful in the long term.<\/li>\n\n\n\n<li class=\"rotlink\"><strong>Agile mindset<\/strong>: The innovation process should be designed so that it can be <em>quickly <\/em>adapted to changing market conditions and customer needs. This is best achieved within an <a href=\"https:\/\/www.wonderwerk.com\/en\/agility\/agile-transformation\/\"><strong>agile framework<\/strong><\/a> such as <a href=\"https:\/\/www.wonderwerk.com\/en\/agility\/objectives-und-key-results-okr\/\"><strong>OKR (Objectives and Key Results)<\/strong><\/a>.<\/li>\n\n\n\n<li><strong>Resources<\/strong>: Adequate resources should be available for innovation, including <em>budgets, personnel, and infrastructure<\/em>.<\/li>\n\n\n\n<li><strong>Skill set<\/strong>: For innovation to happen, certain<em> skills must be developed <\/em>and <em>methods learned<\/em> in-house (e.g., design thinking, human-centered design, etc.).<\/li>\n\n\n\n<li><strong>Customer focus<\/strong>: Innovation management aims to understand and respond to customer needs and desires. This can only be achieved if customer feedback is consistently incorporated into the innovation process.<\/li>\n\n\n\n<li><strong>Measuring success<\/strong>: <em>Data-based performance measurement<\/em> is an important part of innovation management. It enables companies and organizations to understand the impact of innovations and<em> plan future initiatives more effectively<\/em>.<\/li>\n<\/ul>\n\n\n\n<div class=\"wp-block-wonderwerk-spacer spacer_30\"><\/div>\n\n\n\n<h5 class=\"wp-block-heading\" id=\"h-innovation-management-requires-leadership\">Innovation management requires leadership<\/h5>\n\n\n\n<div class=\"wp-block-wonderwerk-spacer spacer_30\"><\/div>\n\n\n\n<p class=\"rotlink\">Innovation management only works if company management views<strong> innovation as a strategic imperative<\/strong> and actively promotes the development of new ideas. On the one hand, this means that top management and departmental managers must ensure that appropriate<strong> strategies and processes are established <\/strong>and structurally anchored. At the same time, however, it is essential to create a working atmosphere in which employees are <strong>motivated<\/strong> to contribute ideas and drive innovation.<br><br>Employees should be encouraged to <strong>take risks<\/strong> and seek creative solutions. Empowering employees in this way requires a <strong>new understanding of leadership<\/strong>: Modern <a href=\"https:\/\/www.wonderwerk.com\/en\/leadership\/what-is-leadership\/\"><strong>leadership<\/strong><\/a> creates an innovation-friendly environment because it empowers people in the company\/organization to contribute to the company&#8217;s success in <em>their own way<\/em>.<br><br>Overall, <strong>successful innovation management<\/strong> requires a combination of culture, processes, resources, and leadership commitment to promote and support innovation.<\/p>\n\n\n\n<div class=\"wp-block-wonderwerk-spacer spacer_50-30\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading subtitle_oben\" id=\"welche\">What innovation strategies are there?<\/h3>\n\n\n\n<div class=\"wp-block-wonderwerk-spacer spacer_30\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"846\" height=\"446\" src=\"https:\/\/www.wonderwerk.com\/wp-content\/uploads\/2023\/03\/Grafik-Nele-nachgebaut.png\" alt=\"\" class=\"wp-image-10344\" srcset=\"https:\/\/www.wonderwerk.com\/wp-content\/uploads\/2023\/03\/Grafik-Nele-nachgebaut.png 846w, https:\/\/www.wonderwerk.com\/wp-content\/uploads\/2023\/03\/Grafik-Nele-nachgebaut-300x158.png 300w, https:\/\/www.wonderwerk.com\/wp-content\/uploads\/2023\/03\/Grafik-Nele-nachgebaut-768x405.png 768w\" sizes=\"auto, (max-width: 846px) 100vw, 846px\" \/><\/figure>\n\n\n\n<p class=\"rotlink\">Innovation strategies are an important part of strategic development. They provide a <strong>clear focus<\/strong> and ensure that resources are <strong>used efficiently<\/strong> and the risk of undesirable developments is minimized. To achieve these goals, companies and organizations can either pursue a specific innovation strategy or combine <strong>different strategies<\/strong>.<\/p>\n\n\n\n<div class=\"wp-block-wonderwerk-spacer spacer_50-30\"><\/div>\n\n\n\n<div class=\"wp-block-wonderwerk-listitem listbox\"><div><span class=\"listbut\">1.<\/span><\/div><div class=\"listboxtext\"><h5><strong>Customer-oriented innovation strategy<\/strong><\/h5><div class=\"spacer_10\"><\/div>\n<p>In customer-oriented or <em>customer-driven innovation<\/em>, companies and organizations focus primarily on the <strong>needs and requirements of their customers<\/strong>. The goal of this strategy is to develop products and\/or services that are precisely tailored to the needs of the target customer base. Important methods of customer-oriented innovation strategy include <strong>market research <\/strong>and <strong>design thinking<\/strong>, which are used to better understand the everyday challenges faced by customers and offer them the <strong>optimal solution<\/strong>.<\/p>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-wonderwerk-listitem listbox\"><div><span class=\"listbut\">2.<\/span><\/div><div class=\"listboxtext\"><h5><strong> Market-oriented innovation strategy<\/strong><\/h5><div class=\"spacer_10\"><\/div>\n<p>In a market-oriented strategy, the degree of innovation pursued depends on the question of <strong>which markets<\/strong> the innovation is to be introduced to. There are two options here: <em>incremental<\/em> and <em>disruptive<\/em>. The <strong>incremental innovation strategy<\/strong> involves <strong>gradually improving<\/strong> and optimizing existing products or services in order to achieve continuous progress. The <strong>disruptive strategy<\/strong>, on the other hand, aims to develop entirely new products or services that can <strong>significantly change<\/strong> or even replace existing markets or business models.<\/p>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-wonderwerk-listitem listbox\"><div><span class=\"listbut\">3.<\/span><\/div><div class=\"listboxtext\"><h3>Open\/crowd innovation<\/h3><div class=\"spacer_10\"><\/div>\n<p>Open or crowd innovation is <strong>cooperation-oriented<\/strong>. Companies and organizations that pursue this innovation strategy use ideas and resources from outside (e.g., partnerships with other companies or input from stakeholders) to develop new products or services. This strategy compensates for a lack of in-house resources, saves costs, and <strong>maximizes innovation potential<\/strong>.<br><br>One variant of open innovation is <strong>open source innovation<\/strong>. This strategy leverages global collaboration between developers to work together on open source software or hardware projects, thereby creating innovations more quickly and effectively.<\/p>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-wonderwerk-listitem listbox\"><div><span class=\"listbut\">4.<\/span><\/div><div class=\"listboxtext\"><h3>Technology roadmapping<\/h3><div class=\"spacer_10\"><\/div>\n<p>The <strong>technology-oriented innovation strategy<\/strong> focuses on the use of (new) technologies. This strategy requires close observation and analysis of <strong>technology trends and market demand<\/strong>, as well as precise mapping of the company&#8217;s own resources and the necessary expertise in order to identify technological trends in good time and exploit them as a <strong>competitive advantage<\/strong>.<\/p>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-wonderwerk-listitem listbox\"><div><span class=\"listbut\">5.<\/span><\/div><div class=\"listboxtext\"><h3>Competitive innovation strategy<\/h3><div class=\"spacer_10\"><\/div>\n<p>The <strong>competitive innovation strategy <\/strong>is about setting yourself apart from your competitors through innovation and <strong>tapping into markets<\/strong> that other companies haven&#8217;t gotten into yet. Since the goal is to be in a competitive position without any direct competition, this innovation strategy is also called the <em>Blue Ocean Strategy<\/em>.<\/p>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-wonderwerk-listitem listbox\"><div><span class=\"listbut\">6.<\/span><\/div><div class=\"listboxtext\"><h3>Radical innovation<\/h3><div class=\"spacer_10\"><\/div>\n<p>The <strong>radical innovation strategy<\/strong> is about \u201creinventing\u201d a company or organization from the ground up using radically new approaches. In many cases, this involves not only developing new products and\/or services, but also radically <strong>revamping the business strategy<\/strong> or business model.<\/p>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-wonderwerk-spacer spacer_50-30\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"Wonderwerk\">Innovation management with Wonderwerk<\/h3>\n\n\n\n<div class=\"wp-block-wonderwerk-spacer spacer_30\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"846\" height=\"520\" src=\"https:\/\/www.wonderwerk.com\/wp-content\/uploads\/2023\/03\/Bild-2.jpg\" alt=\"\" class=\"wp-image-10340\" srcset=\"https:\/\/www.wonderwerk.com\/wp-content\/uploads\/2023\/03\/Bild-2.jpg 846w, https:\/\/www.wonderwerk.com\/wp-content\/uploads\/2023\/03\/Bild-2-300x184.jpg 300w, https:\/\/www.wonderwerk.com\/wp-content\/uploads\/2023\/03\/Bild-2-768x472.jpg 768w\" sizes=\"auto, (max-width: 846px) 100vw, 846px\" \/><\/figure>\n\n\n\n<p class=\"rotlink\"><br><strong>Wonderwerk Consulting<\/strong> has been successfully supporting change processes in companies and organizations of all sizes for many years. As specialists in the <strong>process behind change<\/strong>, we not only have theoretical knowledge of how to <a href=\"https:\/\/www.wonderwerk.com\/trainings\/innovationsmanagement\/\"><strong>manage innovation<\/strong><\/a>, but we also understand the practical obstacles that prevent our clients from transforming their companies into innovation-friendly organizations. That&#8217;s why we start with an <strong>analysis of the framework conditions<\/strong>: What prerequisites do we need to create together to make innovation a growth driver in your company\/organization? And what potential do your employees have?<\/p>\n\n\n\n<div class=\"wp-block-wonderwerk-spacer spacer_50-30\"><\/div>\n\n\n\n<h5 class=\"wp-block-heading rotlink\" id=\"h-we-promote-intrapreneurship\">We promote intrapreneurship<\/h5>\n\n\n\n<div class=\"wp-block-wonderwerk-spacer spacer_30\"><\/div>\n\n\n\n<p class=\"linkrot\">Experience has shown that the most valuable resources are often just a hand&#8217;s reach away: In change management towards innovation, we work with you to establish structures in which your employees can <strong>unleash their full potential<\/strong> and drive <strong>innovation from within<\/strong>. <a href=\"https:\/\/www.wonderwerk.com\/en\/innovation\/what-is-intrapreneurship\/\"><strong>Intrapreneurship<\/strong><\/a> not only increases the innovation potential in your company\/organization, but also ensures that your most valuable employees <strong>remain motivated<\/strong> and accompany you to the top of your market in the long term. Find out <em>now<\/em> about our <a href=\"https:\/\/www.wonderwerk.com\/en\/trainings\/intrapreneurship\/\"><strong>in-house intrapreneurship training<\/strong><\/a>!<\/p>\n\n\n\n<div class=\"wp-block-wonderwerk-spacer spacer_50-30\"><\/div>\n\n\n\n<h5 class=\"wp-block-heading\" id=\"h-we-create-a-structured-process\">We create a structured process<\/h5>\n\n\n\n<div class=\"wp-block-wonderwerk-spacer spacer_30\"><\/div>\n\n\n\n<p>Our goal is to firmly <strong>anchor innovation management<\/strong> in the mindset of your company\/organization and to promote an <strong>experimental attitude<\/strong> from top management to interns. Only when the development of new ideas, their evaluation, implementation, and data-based performance measurement are structurally integrated into everyday work can innovation management become a game changer.<\/p>\n\n\n\n<div class=\"wp-block-wonderwerk-spacer spacer_50-30\"><\/div>\n\n\n\n<h5 class=\"wp-block-heading\" id=\"h-we-design-the-toolbox\">We design the toolbox<\/h5>\n\n\n\n<div class=\"wp-block-wonderwerk-spacer spacer_30\"><\/div>\n\n\n\n<p class=\"rotlink\">The transition to a company where innovation is lived and breathed does not happen overnight. For employees to be able to develop, evaluate, and implement ideas independently, they need not only creativity but also <strong>sound methodological knowledge<\/strong>. That is why one of our most important tasks is <strong>upskilling<\/strong>: we analyze which skills need to be developed in your company\/organization (e.g., Design Thinking) and teach them <a href=\"https:\/\/www.wonderwerk.com\/trainings\/innovationsmanagement\/\"><strong>in a structured process<\/strong><\/a>.<\/p>\n\n\n\n<div class=\"wp-block-wonderwerk-spacer spacer_50-30\"><\/div>\n\n\n\n<h5 class=\"wp-block-heading\" id=\"h-why-wonderwerk\">Why Wonderwerk?<\/h5>\n\n\n\n<div class=\"wp-block-wonderwerk-spacer spacer_30\"><\/div>\n\n\n\n<p class=\"linkrot\">Because we know that an innovation strategy can only be successful if it fits the company\/organization. That&#8217;s why we accompany you <strong>from the initial analysis<\/strong> through planning to the structural anchoring of your innovation process and remain at your side until the target state has become<strong> the new norm<\/strong>.<\/p>\n\n\n\n<div class=\"wp-block-wonderwerk-spacer trennlinie_80_80\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading subtitle_oben\" id=\"h-contact\">Contact<\/h2>\n\n\n\n<p class=\"ani\">Thomas Klein<br><br><a href=\"mailto:office@wonderwerk.com\">office@wonderwerk.com<\/a><\/p>\n\n\n\n<div class=\"wp-block-wonderwerk-spacer spacer_50-30\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-book-your-free-consultation-now\">Book your free consultation now!<\/h3>\n\n\n\n<div class=\"wp-block-wonderwerk-spacer spacer_50-30\"><\/div>\n\n\n\n<div class=\"wp-block-wonderwerk-button team_detail_but  button_links\"><a class=\"team_detail_but work_but_weiss ww_bg_rot flex_width\" rel=\"noopener\" href=\"mailto: office@wonderwerk.com\">I&#8217;m interested<\/a><\/div>\n\n\n\n<div class=\"wp-block-wonderwerk-spacer trennlinie_80_80\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading subtitle_oben\" id=\"h-our-innovation-trainings\">Our innovation trainings<\/h2>\n\n\n\n<section class=\"wp-block-wonderwerk-threeicons drei_icon_box boxwrap\">\n<figure class=\"wp-block-wonderwerk-iconstory icon_trigger story_box_bild visible\"><a href=\"https:\/\/www.wonderwerk.com\/trainings\/innovationsmanagement\/\"><img decoding=\"async\" class=\"pixscal\" src=\"https:\/\/www.wonderwerk.com\/wp-content\/uploads\/2022\/12\/trainings_innovationsmanagement.png\" alt=\"\"\/><\/a><figcaption class=\"spacer_o20-u70\"><h6 class=\"fett\">Innovation management<\/h6><div class=\"spacer_5\">Inhouse-Training<\/div><\/figcaption><\/figure>\n\n\n\n<figure class=\"wp-block-wonderwerk-iconstory icon_trigger story_box_bild visible\"><a href=\"https:\/\/www.wonderwerk.com\/trainings\/service-design-thinking\/\"><img decoding=\"async\" class=\"pixscal\" src=\"https:\/\/www.wonderwerk.com\/wp-content\/uploads\/2022\/12\/trainings_design_thinking.png\" alt=\"\"\/><\/a><figcaption class=\"spacer_o20-u70\"><h6 class=\"fett\">Design Thinking<\/h6><div class=\"spacer_5\">Inhouse-Training<\/div><\/figcaption><\/figure>\n\n\n\n<figure class=\"wp-block-wonderwerk-iconstory ausblenden icon_trigger story_box_bild visible\"><a href=\"https:\/\/www.wonderwerk.com\/trainings\/okr-objective-key-results\/\"><img decoding=\"async\" class=\"pixscal\" src=\"https:\/\/www.wonderwerk.com\/wp-content\/uploads\/2021\/11\/okr-master-coach-rosa.png\" alt=\"\"\/><\/a><figcaption class=\"spacer_o20-u70\"><h6 class=\"fett\">OKR Master-Coach<\/h6><div class=\"spacer_5\">Zertifizierung<\/div><\/figcaption><\/figure>\n<\/section>\n\n\n\n<div class=\"wp-block-wonderwerk-spacer trennlinie_oben ausblenden\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading subtitle_oben ausblenden\" id=\"h-\"><\/h2>\n\n\n\n<section class=\"wp-block-wonderwerk-threeicons drei_icon_box boxwrap\">\n<figure class=\"wp-block-wonderwerk-iconstory ausblenden icon_trigger story_box_bild visible\"><a href=\"https:\/\/www.wonderwerk.com\/event\/okr-forum-2022\/\"><img decoding=\"async\" class=\"pixscal\" src=\"https:\/\/www.wonderwerk.com\/wp-content\/uploads\/2022\/05\/OKR-Forum-2022.png\" alt=\"\"\/><\/a><figcaption class=\"spacer_o20-u70\"><h6 class=\"fett\">OKR-Forum 2022<\/h6><div class=\"spacer_5\">07. Juni 2022<\/div><\/figcaption><\/figure>\n\n\n\n<figure class=\"wp-block-wonderwerk-iconstory ausblenden icon_trigger story_box_bild visible\"><a href=\"https:\/\/www.wonderwerk.com\/trainings\/okr-objective-key-results\/\"><img decoding=\"async\" class=\"pixscal\" src=\"https:\/\/www.wonderwerk.com\/wp-content\/uploads\/2022\/12\/trainings_OKR.png\" alt=\"\"\/><\/a><figcaption class=\"spacer_o20-u70\"><h6 class=\"fett\">OKR \u2013 Objective &amp; Key Results<\/h6><div class=\"spacer_5\">Inhouse-Training<\/div><\/figcaption><\/figure>\n\n\n\n<figure class=\"wp-block-wonderwerk-iconstory ausblenden icon_trigger story_box_bild visible\"><a href=\"https:\/\/www.wonderwerk.com\/trainings\/okr-objective-key-results\/\"><img decoding=\"async\" class=\"pixscal\" src=\"https:\/\/www.wonderwerk.com\/wp-content\/uploads\/2021\/11\/okr-master-coach-rosa.png\" alt=\"\"\/><\/a><figcaption class=\"spacer_o20-u70\"><h6 class=\"fett\">OKR Master-Coach<\/h6><div class=\"spacer_5\">Zertifizierung<\/div><\/figcaption><\/figure>\n<\/section>\n\n\n\n<div class=\"wp-block-wonderwerk-spacer minusabstand_100\"><\/div>\n\n\n","protected":false},"excerpt":{"rendered":"<p>What do we want? Innovation! When do we want it? Now! But what exactly is innovation? And how can the development of new ideas be managed optimally? We show you what innovation strategies are available, what tools and skills are necessary for successful innovation management, and how companies and organizations succeed in structurally organizing innovation\u2014from [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":10339,"parent":310,"menu_order":27,"comment_status":"closed","ping_status":"closed","template":"tmpl_subpage.php","meta":{"footnotes":""},"class_list":["post-13536","page","type-page","status-publish","has-post-thumbnail","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v21.7 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Innovation management l Wonderwerk Consulting<\/title>\n<meta name=\"description\" content=\"Manage innovation &amp; increase added value! \u2714 Innovation strategies \u2714 Phases in the innovation process \u2714 Innovation management training\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.wonderwerk.com\/en\/innovation\/what-is-innovation-management\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Innovation management in companies\" \/>\n<meta property=\"og:description\" content=\"Manage innovation &amp; increase added value! 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