THE CHAIR OF

INTERNATIONAL MANAGEMENT

In this lecture, the students develop a profound understanding of opportunities and challenges concerning innovation and marketing management in multinational companies

The lecture holistically covers the innovation process in multinational companies. Specifically, the lecture contains aspects like the strategic rationale behind innovation, behavioural aspects of innovation, an innovation enhancing organizational culture, innovation techniques, new product development, and the global product launch. In addition, the lecture will cover current trends in innovation research, like frugal innovation. Guest lectures will show the practical relevance of this lecture to the students.

Focus: Innovation Management, Internationalization Strategy