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New Market Intelligence
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Der Sammelband stellt die Ergebnisse eines Forschungsprojektes zur strategischen Vorausschau und zum Internationalisierungsverhalten von Biotechnologieunternehmen in Deutschland vor. Ausgehend von einer Bestandsaufnahme in der roten Biotechnologie und 30 Fallstudien in Unternehmen der Branche beschreiben die Autoren das Internationalisierungsverhalten und das Vorgehen in der strategischen Vorausschau neuer Mrkte und Geschftsmglichkeiten. Sie leiten Managementempfehlungen ab und ermitteln Anforderungen an ein New Market Intelligence Tool. Ein berblick ber Geschftsmglichkeiten und Markteintrittsbarrieren fr deutsche Biotechnologieunternehmen in Singapur schliet den Band ab.
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