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Innovation Through Market Pull and Technology Push in the Heavy Equipment Business: The Voith Case

In: Innovation and International Corporate Growth

Author

Listed:
  • Bertram Staudenmaier

    (Voith AG)

  • Michael Schürle

    (Voith AG)

Abstract

Today more than ever before, the international competitiveness of a company depends on its ability to launch superior, innovative products in the global marketplace. For that reason, investments in research and development are not a luxury, but an absolute necessity. This is especially true in the B2B sector, where the customer is another company which must also maintain its competitiveness. As a result, the demands and importance placed on new developments in the B2B sector are high: The cost of investments must pay off, and a faster return on investments (ROI) is also required. In addition, through investments in new products and production processes, B2B customers hope to differentiate themselves from competitors and strengthen their overall market position as well as their products’ unique selling point (USP).

Suggested Citation

  • Bertram Staudenmaier & Michael Schürle, 2010. "Innovation Through Market Pull and Technology Push in the Heavy Equipment Business: The Voith Case," Springer Books, in: Alexander Gerybadze & Ulrich Hommel & Hans W. Reiners & Dieter Thomaschewski (ed.), Innovation and International Corporate Growth, pages 205-217, Springer.
    • Handle: RePEc:spr:sprchp:978-3-642-10823-5_13
    DOI: 10.1007/978-3-642-10823-5_13
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