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Ronald Staples geht der Frage nach, wie eine Organisation heute entscheiden kann, was bermorgen als neu gegolten haben wird. In einer detaillierten Fallstudie rekonstruiert der Autor diese Frage als bersetzungsprobleme. Innovationsverfahren werden als bersetzungsleistungen verstanden, die sich aus widerstreitenden Anforderungen an die Gestaltung von Zukunft ergeben. Die Innovationssemantik zeigt sich als eine spezifische Semantik einer Gesellschaft, die ihre Zukunft gestalten muss, ohne wissen zu knnen, wie diese Zukunft aussehen wird.
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