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Strategic Brand Storytelling

Leveraging Narrative for Competitive Value Creation

Dieses Buch zeigt: Digitale Transformation in KMU ist weit mehr als technologische Modernisierung - sie berührt Verantwortlichkeiten, Führungsverständnis, Lernprozesse, Unternehmenskultur und den Einsatz begrenzter Ressourcen. Mit wissenschaftlicher Tiefe und hoher Praxisrelevanz legen die Autorinnen und Autoren wegweisend dar, wie KMU diesen Prozess in unterschiedlichen organisationalen und branchenspezifischen Kontexten gestalten können. Dazu gehören auch kulturelle Veränderungen, etwa neue Anforderungen an das Arbeitsleben und an die Weiterbildung der Mitarbeitenden. Verschiedene Fallbeispiele aus KMU beleuchten, was gut funktioniert und wo man besser nicht direkt aufspringt.

Intelligente Prozesse für mehr Wertschöpfung und Mitarbeiterkompetenz

Digitale Transformation in KMU

Understand and learn to respond to the global and local crises shaping the tourism industry. Crisis Management in Tourism by Kyriaki Glyptou is a comprehensive textbook designed for upper-level undergraduate and postgraduate students studying tourism, hospitality and event management. Aligned with modules on crisis management and sustainable tourism, it provides a structured framework for understanding how crises impact destinations, organizations and various stakeholders. Taking a multidimensional approach, this textbook explores why traditional crisis management models often fail in high-stakes tourism contexts. This textbook: -Examines nine interconnected dimensions in managing a crisis response: the legal, operational, financial, communication, strategic, reputational, political, ethical and human factors -Explores the contemporary challenges reshaping the industry, including climate change, geopolitical instability and community resistance to tourism -Includes real-world examples from VisitBritain, the Greek National Tourism Organization, TUI and Jet2, alongside crisis events such as the 2019 Australia wildfires &gt;This textbook equips students with the knowledge and practical skills needed to navigate crises, make decisions in dynamic, uncertain environments and build resilience in a rapidly changing global tourism industry.

Principles and Practices for Strategic and Resilient Planning

Crisis Management in Tourism

Learn how to think and act like a marketer in today's dynamic, technology-driven business environment with Ferrell, Hartline, and Hochstein's "Marketing Strategy," 9th Edition. This edition helps you develop customer-focused marketing strategies and successful marketing plans with a reader-friendly approach that connects concepts to real-world business decisions. Updated content explores how AI, analytics, automation, digital platforms, and evolving consumer behaviors are transforming marketing strategy. Explore generative AI, predictive analytics, content marketing, dynamic pricing, customer decision journeys, brand loyalty, and data ethics. Real-world examples show how organizations compete in changing markets -- helping you learn how to analyze opportunities, understand customer needs, develop effective strategies, and implement marketing plans that create value.

Marketing Strategy

The Shingo Model Series

Designing Systems That Shape Workplace Culture and Performance

Build Excellence

Simple, Sound Measurement for Real-World Learning
Are you an L&amp;D practitioner who is avoiding measurement, analytics, and reporting because it all seems too complex, too time-consuming—or just plain intimidating? Most new L&amp;D practitioners know how valuable measurement is, but few know how to do it well or how to make sure the results matter to decision makers. In Measurement Simplified, David Vance and Peggy Parskey cut to the heart of the matter, sharing their expertise with beginners—and anyone who needs a no-nonsense refresher. They explain:
<ul>
<li>How measurement works</li>
<li>Why it’s worth the investment</li>
<li>How to do it efficiently and effectively</li>
</ul>
They walk through the most valuable measures at the course level and the department level, making sure to explain each concept in a way that is accessible and useful for novices. And they make the case for implementing smart measurement and reporting processes that will help your learning function run more like a business.
A fast and friendly on-ramp to the topic, Measurement Simplified still maintains the key insights of Vance and Parskey’s comprehensive classic, Measurement Demystified. This compact new guide offers all the knowledge and tools you need to make practical, evidence-based decisions, ensuring that you measure what matters and elevate the role of learning in your organization.

The Basics of L&d Measurement and Reporting

Measurement Simplified

The purpose of this book is to explain the concept of portfolio, program, and project investment management and to provide the knowledge and the necessary understanding to effectively undertake the process. It begins by explaining how to understand the business problem the organization is trying to resolve with its strategy objectives. It then looks at financial management, particularly how to calculate the whole-of-life program and project capital and operational costs used to measure value for money from the investment. This information is used to inform program and project business case options analysis, investment appraisal of the initiative, and portfolio prioritization through the entire corporate portfolio management process. This book details the investment management process and how it integrates with an adapted corporate portfolio management process and benefits management process that focuses on a clear line of sight - an industry technique that ensures the achievement of strategy objectives through benefits realization. In addition, it explores specific cognitive bias that impacts and unduly influences the investment decision-making process. Finally, it describes several leading-edge techniques to make it easier to implement and sustain the discipline of portfolio, program, and project investment management.

How to Achieve Strategic Objectives through Benefits Realization

Portfolio, Program, and Project Investment Management

Turn enterprise AI into a source of strategic insight, not just productivity gains.The AI Gap by leading AI expert and keynote speaker Richard Foster-Fletcher shows business and technology leaders how to unlock greater value from enterprise AI by changing the structures, processes and culture surrounding it. Organizations invest in AI expecting new intelligence and transformative insights. Yet AI is often introduced through procurement, security, legal and compliance systems designed for standard software, restricting its potential before it can deliver on that promise. This book explains why this gap persists and what organizations must change to close it. You'll learn how to: - Identify organizational barriers limiting the value of AI - Move beyond productivity-focused AI implementation - Create conditions where AI can generate deeper insights - Enable employees to explore, experiment and challenge established thinking &gt;The AI Gap equips leaders to rethink AI implementation, create space for experimentation and turn artificial intelligence into a powerful driver of organizational insight and long-term business value. Themes include: enterprise AI, AI implementation, AI strategy, business transformation, organizational culture, AI innovation

How Business Decisions Expand What AI Can Do

The AI Gap

Businesses today confront a nonlinear, complex, and chaotic environment--a world shaped by geopolitical conflict, economic arms races, rapid advancements in artificial intelligence, pandemics, and climate change. Traditional management thinking, which assumes a linear and stable world, is inadequate in the face of these disruptions. Adaptability is now the most important capability for organizations, but from where should they learn how to adapt and evolve?This pioneering book reveals how the principles that underpin the natural world can guide businesses to adapt for an unpredictable future. Blending insights from evolutionary biology and complexity science with management and economics, Jay P. Desai examines the striking parallels between natural and business ecosystems. He demonstrates how leaders and organizations can improve their ability to endure by drawing from evolutionary principles to develop adaptive strategies for whatever the future holds.Adaptive Strategy shares a practical framework that organizations can use to gain a competitive edge, illustrated through compelling examples of businesses that evolved and survived--or went extinct. It offers a new lens on the institutions, foundations, and mechanisms that drive, enable, and sustain adaptivity. The future of business, this book shows, will belong to organizations that constantly adapt to change.

Evolution, Nature, and the Future of Business

Adaptive Strategy

Implementing Strategy and Change in Healthcare

See how marketing shapes the brands, products, and experiences you encounter every day. Pride and Ferrell's "Marketing," 22nd Edition helps you build real-world marketing skills through engaging examples, current trends, and hands-on activities. Explore topics such as AI, digital and global marketing, social media, and sustainability while learning how businesses connect with customers and solve marketplace challenges. Interactive cases, career-focused features, and Marketing Plan in Action activities help you apply what you learn and develop the critical-thinking, communication, and problem-solving skills employers value. With Cengage's learning platform, MindTap, you'll benefit from guided AI-powered support, interactive learning tools, video-based assignments, and real-time feedback -- making it easier to understand concepts, stay engaged, and prepare for success in your coursework and future career.

Marketing

Routledge Research in Strategic Management

Contemporary organizations operate in environments defined by systemic openness and deep interdependence across economic, technological, institutional and socio-political systems. This book introduces the concept of strategic exposure to explain how firms navigate these interconnected fields, where competitive advantage depends not on defending isolated positions, but on governing exposure and adapting to continuous change. This book offers three integrative frameworks: the Strategic Field Framework, the Strategy Parachute, and the Renewal Loop. It provides tools for diagnosing exposure, coordinating across boundaries, and renewing advantage. Grounded in executive interviews, case studies, and pedagogical experiments, it combines conceptual synthesis with real-world insights to explore how organizations manage interdependence, legitimacy pressures, and competitive erosion. Aimed at researchers, scholars and postgraduate students in strategic management, international business, and organization studies, it also offers valuable insights for reflective practitioners and policymakers working in globally interconnected industries. By reframing strategy for open systems, the book provides a fresh perspective on how organizations can thrive in an era of uncertainty and interdependence.

Competitive Advantage, Governance and Systemic Openness

Strategic Exposure

"SELL," 8th Edition helps you build the professional selling skills valued in today's marketplace. Updated and streamlined content covers the latest sales concepts, industry practices, and technologies, including the role of artificial intelligence in the selling process. Learn how to build customer relationships through storytelling, customer engagement, customer experience strategies, ethical decision-making, and virtual selling techniques. Real-world case studies, role-play activities, and end-of-chapter case studies help you apply key concepts to real-world sales challenges. Cengage's learning platform, MindTap, supports your learning experience by providing you with instant access to course content, quizzes, homework, study tools, and more.

Sell

Strategic Brand Storytelling

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