Management & Marketing no. 3/2013

Innovation through craftsmanship

Heinz HASENKAMP,
Hasenkamp GmbH

Jürgen BOCK,
University of Applied Sciences

Abstract. The following article points out – emanate from the description of the importance of the craft in Germany – how the topic innovation management and innovation processes can be depicted for the craft and which requirements arise for these companies. Thereof the area of strategy alignment for the craft can be derived. Using the example of a typical craft enterprise, the impact of innovations will be turned out. Based on the expected price development of fossil fuels, the article deals with which input renewable energy sources contribute in the future and what consequences, challenges and opportunities for innovation result for craft companies in the plumbing, heating and air conditioning branch.

Keyword: renewable energy sources, innovation management, innovation process, crafts sector, Germany.

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