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by Andreas Kohne (Author)
About the Author
Andreas Kohne works as Business Development and Sales Manager at the Dortmund-based company Materna TMT in Germany. He previously worked in the areas of Business and Corporate Development as well as the assistant to the management of the parent company in Dortmund. He has a doctorate in Computer Science from the TU Dortmund and writes reference books in the areas of IT and business.
About this book
The book provides a compact overview of the increasingly important topic of Business Development (BD). The author not only describes the role of the Business Development Manager and its tasks, but also shows how Business Development can be integrated organizationally into a company. In addition, a prototypical Business Development Process is presented in concrete terms and explained using a case study. The book shows why enterprises fail, deals with new creative techniques such as Hackthons and dedicates itself more comprehensively than so far to the topic of communication in the course of changes.
The book helps all, which want to introduce and/or optimize Business Development in the enterprise as responsible ones or work in the future in this range.
Contents
1 Introduction 1
1. 1 Business Development 4
1. 2 Business Change Goals 9
1. 3 Change Management 9
1. 4 Stakeholders 12
1. 5 Lean Startup Mentality 13
1. 6 Corporate Culture 14
Literatur 16
2 Business Development 17
2. 1 Role 17
2. 2 Role Profile 19
2. 3 Organizational Unit 20
2. 4 Process 22
2. 4. 1 Idea Phase 24
2. 4. 2 Project Plan 34
2. 4. 3 Business Model 34
2. 4. 4 Business Plan 37
2. 4. 5 Prototype 39
2. 4. 6 Development Phase 40
2. 4. 7 Testing Phase 41
2. 4. 8 Realization Phase 43
2. 4. 9 Communication and Internal Marketing 44
2. 4. 10 Documentation 47
2. 4. 11 Lessons Learned 48
2. 4. 12 Continuous Improvement 48
Literatur 50
3 Portfolio 51
3. 1 Portfolio Structure 51
3. 2 Portfolio Life Cycle 54
3. 3 Portfolio Management 58
Literatur 61
4 Resources 63
4. 1 Skills 63
4. 2 Budget 64
4. 3 Internal Resources 66
4. 4 External Resources 67
4. 5 Mergers and Acquisitions 70
4. 6 Controlling 72
Literatur 73
5 Target Market 75
5. 1 Market Observation 75
5. 2 Market Segmentation 77
5. 3 Risk Analysis 78
5. 3. 1 SWOT Analysis 79
5. 3. 2 STEP Analysis 80
5. 4 Internationaliza tion 82
Literatur 84
6 Market Cultivation Strategy 85
6. 1 Pricing 86
6. 2 Sales Concept 88
6. 3 Partner Concept 89
6. 4 Marketing Concept 90
6. 5 Sales Enablement 94
Literatur 96
7 Case Study 97
7. 1 Starting Situation 97
7. 2 Business Development Process 99
7. 3 Result 102
8 In Six Steps to Business Development 105
Index 109
Length: 110 pages
Publisher: Springer Vieweg; 1st ed. 2019 edition (April 6, 2019)
Language: English
ISBN-10: 3658247258
ISBN-13: 978-3658247256
PDF version
Springer__Business Development Customer-oriented Business Development for succes.pdf
(1.67 MB, 需要: 15 个论坛币)
EPUB version
Springer__Business Development Customer-oriented Business Development for succes.epub
(1.2 MB, 需要: 15 个论坛币)
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