“The ability to innovate determines our fate”. Former Federal President Roman Herzog not only gave the famous back speech: he also called for innovation in our country. Because ideas only become successful innovations when the customer gets to know new products, understands them and recognizes the improved benefits for themselves. Successful inventors therefore not only have to keep an eye on the new product itself, but also on a market for which it represents a solution. And this requires the “right” marketing at all stages of the innovation process. In product development and pricing, in startups or product launches, in brand building and in gaining market share. It is always better to take fate into your own hands.
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