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Scherff L: Marketing meets Innovation.
Ein Praxisleitfaden zur Integration des

Marketing meets Innovation. Ein Praxisleitfaden zur Integration des Kundennutzens in den Innovationsprozess von Tech-Startups

Transformationen

Raus aus der (W)Ohnmacht! 
 Ob jung oder alt, weiblich, männlich oder binär; ob Paare, Singles, Groß- oder Kleinfamilien, ob mit Migrationsgeschichte oder ohne, ob arm oder reich: Wohnen geht uns alle an. Doch 
 während unsere Gesellschaft so bunt ist wie nie, stecken wir beim Thema Wohnen in den 50er-Jahren fest
 : Zwei Zimmer, Küche, Bad (in der Stadt) oder eben das Haus mit Garten (auf dem Land) – für flexible, individuelle Wohnmodelle jenseits dieser beiden Idealtypen scheinen uns die 
 Fantasie und der politische Gestaltungswille zu fehlen
 . Und das, obwohl wir angesichts explodierender Mieten und einer sich verschärfenden Wohnraumkrise vor allem in den Städten dringend eine Wende in der Wohnpolitik brauchen.
 
 Christine Hannemann, Deutschlands einzige Professorin für Wohnsoziologie, fordert in 
 Raum für Wandel 
 ein radikales Umdenken – in unseren Köpfen und in der Politik. Sie stellt innovative Formen des Zusammenlebens vor, die den tatsächlichen Bedürfnissen der Menschen gerecht werden und sozialer Isolation entgegenwirken. Und sie appelliert an jeden Einzelnen, über die eigenen Wohnbedürfnisse nachzudenken und aktiv an der Gestaltung einer neuen Wohnkultur mitzuwirken: 
 »Es ist an der Zeit, alte Mythen abzulegen und neue Wege des Wohnens zu erkunden, die ein erfülltes und gemeinschaftliches Leben ermöglichen.«

Warum wir Wohnen radikal neu denken müssen, um als Gesellschaft wieder zusammen zu wachsen

Raum für Wandel

The Sunday Times and #1 New York Times Bestseller 'The Technological Republic is far too important to ignore' Times Literary Supplement Silicon Valley's brightest minds once collaborated with governments to advance technologies, securing the West's dominance on the global stage. But that relationship has corroded - with perilous repercussions for us all. Lifting the veil on tech giant Palantir and its broader political project, visionary co-founder and CEO Alexander C. Karp and his long-time deputy Nicholas W. Zamiska offer a searing critique of our collective culture of complacency. To regain geopolitical power and preserve our freedoms, we must tackle the world's most pressing challenges - including the artificial intelligence arms race - together and head-on. Now is the time for the West to wake up. 'Bold and ambitious ... Essential reading' Eric Schmidt 'Fascinating' Financial Times 'A stirring manifesto' Niall Ferguson 'Provocative and insightful' Jamie Dimon

Hard Power, Soft Belief, and the Future of the West

The Technological Republic

Law, Development, and Practice

Intellectual Property Debates in South Asia

Essentials

Ein Einstieg für Ingenieure und Gründer

Patente strategisch nutzen

The New York Times bestseller, Financial Times and Sunday Times Book of the Year Shortlisted for the Financial Times and Schroders Business Book of the Year The book we need to understand China today: a riveting, first-hand account of its seismic progress from an indispensable expert voice For close to a decade, Dan Wang has been observing China's tumultuous and astounding growth. The state has constructed towering bridges, gleaming railways and sprawling factories to improve economic outcomes in record time. But rapid change has also sent ripples of pain throughout society. China has grown so quickly in part by beating America at its own game: capitalism and harnessing the restless energy of a vast population. Here Wang blends political and economic analysis with reportage into a provocative new framework for understanding China - one that helps us see America more clearly, too. Whereas China is an engineering state, relentlessly building big, the United States has transformed into a lawyerly society, stalling every attempt to make change, both good and bad. As relations between the US and China are tense and uncertain and the potential for dreadful conflict looms, Wang offers an inventive new way of thinking about the two superpowers. Breakneck reveals that each country points towards a better path for the other. How much better the world would be, he argues, if Americans could live in a society not only governed by lawyers, and Chinese citizens could live with a state that values their individual liberties. 'An illuminating account of China's dizzying rise and its deepening pathologies' Chris Miller 'One of the best books published on China this year' The Times

China's Quest to Engineer the Future

Breakneck

If you ask the average person who an entrepreneur is, they'll probably say people like Steve Jobs, Elon Musk or Mark Zuckerberg. But the truth is, you don't need to know how to code or raise VC money to start a business. There are hundreds of millions of small business owners globally, with most creating simple, straightforward services that customers need. Nick Huber, founder of The Sweaty Startup and several million-dollar businesses, challenges the prevailing Silicon Valley wisdom by demonstrating that success as a small business owner is based on the essential principle of doing common things uncommonly well. In The Sweaty Startup, Nick offers readers the simplest, easiest, and lowest-risk path to reclaiming entrepreneurship, generating value, and forging a new path to get ahead on their own terms. By returning to the most foundational business tactics, this book is a refreshing burst of clarity and simplicity in a world that's obsessed with technology startups, the suffocating squeeze of digital innovation, and the elusive lure of billion-dollar payouts. Filled to the brim with practical insights, inspiring real-life stories, and actionable advice for aspiring entrepreneurs, Nick will reveal how to create a business that succeeds on the most essential level: making money, consistently and predictably over the long term. His book will redefine entrepreneurship and become the go-to handbook for years to come.

How to Get Rich Doing Simple Things

The Sweaty Startup

An essential how-to guidebook for building new companies based on deep technology. Launching from the Lab provides a much-needed framework for new entrepreneurs who are founding companies based on “deep technology”—groundbreaking innovations rising from new discoveries in fundamental research. Lita Nelsen and Maureen Stancik Boyce cover the steps to launch and fund such companies, beginning with emergence from the laboratory and acquiring intellectual property through the intensive research of customer needs, building a team, and raising capital. Designed to be read and then used chapter by chapter, this book covers every step of the entrepreneur’s journey. From the lab, to the intensive research of customer needs, and through building a team and raising capital, this guidebook covers topics ranging from the importance of patents to forecasting financial data. The authors also include a special section on IP and dealing with tech transfer offices, for founders launching from university laboratories. Whether you’re a first-time entrepreneur or a university researcher ready to commercialize your work, this book is an indispensable companion for turning breakthrough science into real-world impact.

An essential how-to guidebook for building new companies based on deep technology. Launching from the Lab provides a much-needed framework for new entrepreneurs who are founding companies based on “deep technology”—groundbreaking innovations rising from new discoveries in fundamental research. Lita Nelsen and Maureen Stancik Boyce cover the steps to launch and fund such companies, beginning with emergence from the laboratory and acquiring intellectual property through the intensive research of customer needs, building a team, and raising capital. Designed to be read and then used chapter by chapter, this book covers every step of the entrepreneur’s journey. From the lab, to the intensive research of customer needs, and through building a team and raising capital, this guidebook covers topics ranging from the importance of patents to forecasting financial data. The authors also include a special section on IP and dealing with tech transfer offices, for founders launching from university laboratories. Whether you’re a first-time entrepreneur or a university researcher ready to commercialize your work, this book is an indispensable companion for turning breakthrough science into real-world impact.

Building a Deep-Tech Startup

Launching from the Lab

"Lost Worlds convinces us of the value of slowing down to recognize the tremendous diversity of the human past. But he presses hard against the conclusion that there was any direction or pattern behind its complexity." —The Wall Street Journal“A spellbinding tour de force!” —Walter Scheidel, author of What Is Ancient History?“This is non-fiction storytelling at its finest.” —Eric H. Cline, author of 1177 B.C.The creator of the hit podcast Tides of History offers a new look at humanity’s deep past, showing us how our world was built not by inevitability, but by trial and error on a global scale.There’s a familiar story about us humans: we went from hunting and gathering to farming, wandering bands to villages and cities, clans and chieftains to states and kings. But Lost Worlds offers a new narrative of humanity’s deep history. Here beloved podcast host Patrick Wyman focuses on the 10,000-year span between the end of the Ice Age and the decline of the Bronze Age—the period when civilization as we understand it emerged, introducing social hierarchies, urbanism, complex political organizations, and the written word.In this nuanced retelling, human progress is no longer a straight march from caves to cities: Farming didn’t always replace foraging, villages didn’t automatically spark agriculture, and cities didn’t necessitate rigid hierarchies. For thousands of years, humans merely improvised. By the end of the Bronze Age, the world had become unrecognizable: mammoths and giant sloths replaced by cattle and sheep, scattered nomadic bands replaced by millions living in cities, and farming on nearly every continent. Wyman argues that the rise of states and steady food production wasn’t inevitable, but rather, the outcome of countless choices that reshaped the planet and made us who we are today.Combining cutting-edge science with gripping storytelling, Lost Worlds explores: <ul><li>A Sweeping New History of the Ancient World: Discover how early societies rose, adapted, and collapsed across thousands of years of human history.</li><li>The Archaeology Revolution: Ancient DNA, climate science, and new excavation methods are revealing how prehistoric people lived, migrated, and fought.</li><li>From Ice Age Hunters to Early Civilizations: Follow the dramatic transformation that led from nomadic foragers to farming, cities, and powerful states.</li><li>Why Societies Rise—and Fall: Learn how climate change, migration, population growth, and conflict shaped the fate of early civilizations.</li></ul>

"Lost Worlds convinces us of the value of slowing down to recognize the tremendous diversity of the human past. But he presses hard against the conclusion that there was any direction or pattern behind its complexity." —The Wall Street Journal“A spellbinding tour de force!” —Walter Scheidel, author of What Is Ancient History?“This is non-fiction storytelling at its finest.” —Eric H. Cline, author of 1177 B.C.The creator of the hit podcast Tides of History offers a new look at humanity’s deep past, showing us how our world was built not by inevitability, but by trial and error on a global scale.There’s a familiar story about us humans: we went from hunting and gathering to farming, wandering bands to villages and cities, clans and chieftains to states and kings. But Lost Worlds offers a new narrative of humanity’s deep history. Here beloved podcast host Patrick Wyman focuses on the 10,000-year span between the end of the Ice Age and the decline of the Bronze Age—the period when civilization as we understand it emerged, introducing social hierarchies, urbanism, complex political organizations, and the written word.In this nuanced retelling, human progress is no longer a straight march from caves to cities: Farming didn’t always replace foraging, villages didn’t automatically spark agriculture, and cities didn’t necessitate rigid hierarchies. For thousands of years, humans merely improvised. By the end of the Bronze Age, the world had become unrecognizable: mammoths and giant sloths replaced by cattle and sheep, scattered nomadic bands replaced by millions living in cities, and farming on nearly every continent. Wyman argues that the rise of states and steady food production wasn’t inevitable, but rather, the outcome of countless choices that reshaped the planet and made us who we are today.Combining cutting-edge science with gripping storytelling, Lost Worlds explores: <ul><li>A Sweeping New History of the Ancient World: Discover how early societies rose, adapted, and collapsed across thousands of years of human history.</li><li>The Archaeology Revolution: Ancient DNA, climate science, and new excavation methods are revealing how prehistoric people lived, migrated, and fought.</li><li>From Ice Age Hunters to Early Civilizations: Follow the dramatic transformation that led from nomadic foragers to farming, cities, and powerful states.</li><li>Why Societies Rise—and Fall: Learn how climate change, migration, population growth, and conflict shaped the fate of early civilizations.</li></ul>

How Humans Tried, Failed, Succeeded, and Built Our World

Lost Worlds

The Untold Story of Steve Jobs's Wilderness Years—and the Creation of a Legend In 1985, Steve Jobs—the brilliant, volatile founder of Apple Computer—walked out of his company's headquarters, fired from the very corporation he had created. What happened next would transform not only his life and career, but the future of technology itself. For twelve years, from 1985 to 1997, Jobs wandered the business wilderness with his new venture, NeXT. It was a period of spectacular failures, near-bankruptcy, and brutal humiliation. But out of this crucible of defeat emerged the visionary leader who would go on to create the iPod, iPhone, and iPad, transforming Apple into the most valuable company on earth. Drawing on previously unpublished materials and new interviews with the key players, Geoffrey Cain reveals the untold story of Steve Jobs's "lost decade"—the formative years that shaped the icon we thought we knew. With unprecedented access to unbroadcast footage of Jobs in NeXT meetings, private company documents, and interviews with his closest colleagues, Cain offers the definitive account of how failure transformed a brash wunderkind into a true business genius. This is the story of how Steve Jobs learned to lead, how he discovered the power of focus, and how a spectacular failure became the foundation for one of the greatest comebacks in business history. It is nothing less than the missing piece in the legend of Steve Jobs.

The Untold Story of Steve Jobs's Wilderness Years—and the Creation of a Legend In 1985, Steve Jobs—the brilliant, volatile founder of Apple Computer—walked out of his company's headquarters, fired from the very corporation he had created. What happened next would transform not only his life and career, but the future of technology itself. For twelve years, from 1985 to 1997, Jobs wandered the business wilderness with his new venture, NeXT. It was a period of spectacular failures, near-bankruptcy, and brutal humiliation. But out of this crucible of defeat emerged the visionary leader who would go on to create the iPod, iPhone, and iPad, transforming Apple into the most valuable company on earth. Drawing on previously unpublished materials and new interviews with the key players, Geoffrey Cain reveals the untold story of Steve Jobs's "lost decade"—the formative years that shaped the icon we thought we knew. With unprecedented access to unbroadcast footage of Jobs in NeXT meetings, private company documents, and interviews with his closest colleagues, Cain offers the definitive account of how failure transformed a brash wunderkind into a true business genius. This is the story of how Steve Jobs learned to lead, how he discovered the power of focus, and how a spectacular failure became the foundation for one of the greatest comebacks in business history. It is nothing less than the missing piece in the legend of Steve Jobs.

The Untold Story of NeXt and the Remaking of an American Visionary

Steve Jobs in Exile

From Ann Handley, Wall Street Journal bestselling author of Everybody Writes, comes a smart, timely, clear-eyed guide to knowing when to speed up, when to slow down, and when the shortcut costs more than it saves. You already know how to go fast. What nobody taught you is when not to. In ASAP: As SLOW As Possible, Ann Handley rebels against the false urgency baked into modern work and life—and shows you how to recognize Slowments: the moments when slowing down is not weakness, hesitation, or delay. It's the smarter move. Because when everyone has access to the same shortcuts, the real edge is knowing when not to take them. With research, brain science, vivid storytelling, and Handley’s signature wit, ASAP: As SLOW As Possible reveals the hidden speed traps that weaken our judgment, creativity, and original thinking—especially in an age when AI makes the fastest path feel like the smartest one—and gives you a practical way to know when speed is serving you and when it’s taking you farther from what matters. You'll discover: <ul><li>The Hasty Progress Illusion—why motion can feel like mastery, even when nothing lasting is taking hold</li><li>The ASAP Matrix—how to know exactly when to autopilot, when to pause, and when a moment deserves more of you</li><li>The six Slowments in life and in work—the pivotal moments when slowing down changes what happens next</li><li>How to protect your judgment in a world eager to outsource it</li><li>When choosing analog leads to sharper ideas, wiser decisions, more creative approaches, stronger relationships, and meaningful work</li><li>How to stop confusing speed with progress—and start choosing the pace the moment actually requires</li></ul> ASAP: As SLOW As Possible reveals slowness as a generative force and for the first time gives you a way to harness life’s most important slow moments. Not by doing less, opting out, or becoming the kind of person who ferments things in a shed. But by knowing when speed helps—and when it hollows out the very thing you hoped it would serve. It’s time to choose the long road when the shortcut costs too much.

From Ann Handley, Wall Street Journal bestselling author of Everybody Writes, comes a smart, timely, clear-eyed guide to knowing when to speed up, when to slow down, and when the shortcut costs more than it saves. You already know how to go fast. What nobody taught you is when not to. In ASAP: As SLOW As Possible, Ann Handley rebels against the false urgency baked into modern work and life—and shows you how to recognize Slowments: the moments when slowing down is not weakness, hesitation, or delay. It's the smarter move. Because when everyone has access to the same shortcuts, the real edge is knowing when not to take them. With research, brain science, vivid storytelling, and Handley’s signature wit, ASAP: As SLOW As Possible reveals the hidden speed traps that weaken our judgment, creativity, and original thinking—especially in an age when AI makes the fastest path feel like the smartest one—and gives you a practical way to know when speed is serving you and when it’s taking you farther from what matters. You'll discover: <ul><li>The Hasty Progress Illusion—why motion can feel like mastery, even when nothing lasting is taking hold</li><li>The ASAP Matrix—how to know exactly when to autopilot, when to pause, and when a moment deserves more of you</li><li>The six Slowments in life and in work—the pivotal moments when slowing down changes what happens next</li><li>How to protect your judgment in a world eager to outsource it</li><li>When choosing analog leads to sharper ideas, wiser decisions, more creative approaches, stronger relationships, and meaningful work</li><li>How to stop confusing speed with progress—and start choosing the pace the moment actually requires</li></ul> ASAP: As SLOW As Possible reveals slowness as a generative force and for the first time gives you a way to harness life’s most important slow moments. Not by doing less, opting out, or becoming the kind of person who ferments things in a shed. But by knowing when speed helps—and when it hollows out the very thing you hoped it would serve. It’s time to choose the long road when the shortcut costs too much.

When to Take the Long Road in a Shortcut World

ASAP: As Slow as Possible

This book examines earthquake risk, disaster governance, and urban resilience through the case of Istanbul, a megacity facing significant seismic threats. This book offers an interdisciplinary analysis of public policy, disaster management, governance, migration, social vulnerability, and technological innovation, providing practical insights for earthquake preparedness and risk reduction in large urban centers.Organized into four thematic parts, the volume explores the role of public institutions, state responsibilities, multi-actor governance, gender-sensitive disaster policies, and the continuity of public services. It further examines local government initiatives, civil society engagement, public–civil partnerships, migration and displacement scenarios, vulnerable populations, and disaster response planning. The final section highlights innovation, digital technologies, urban mobility forecasting, and startup-driven solutions for earthquake prediction and risk management. By focusing on Istanbul as a model case, this book is an essential resource for researchers, policymakers, practitioners, and students interested in disaster governance, earthquake preparedness, urban resilience, and sustainable cities.Fahri Özsungur
 is currently affiliated with Mersin University, Türkiye, where he serves in the Department of Social Work and Counseling. He graduated from Atatürk University Faculty of Law and earned his Ph.D. degrees from Hacettepe University in Family and Consumer Sciences, and Aksaray University, in Business. He also serves as a Higher Degrees by Research (HDR) Examiner and Ph.D. Examiner for the University of New England.
 Mortaza ChaychiSemsari
 is currently an independent researcher. He received his Bachelor's degree in Political Science and Public Administration from Tabriz University and his Master's degree from Atatürk University. His master's thesis focused on Central Asian energy policies and energy security. He completed his Ph.D. in Political Science and Public Administration at Istanbul University in 2023.

This book examines earthquake risk, disaster governance, and urban resilience through the case of Istanbul, a megacity facing significant seismic threats. This book offers an interdisciplinary analysis of public policy, disaster management, governance, migration, social vulnerability, and technological innovation, providing practical insights for earthquake preparedness and risk reduction in large urban centers.Organized into four thematic parts, the volume explores the role of public institutions, state responsibilities, multi-actor governance, gender-sensitive disaster policies, and the continuity of public services. It further examines local government initiatives, civil society engagement, public–civil partnerships, migration and displacement scenarios, vulnerable populations, and disaster response planning. The final section highlights innovation, digital technologies, urban mobility forecasting, and startup-driven solutions for earthquake prediction and risk management. By focusing on Istanbul as a model case, this book is an essential resource for researchers, policymakers, practitioners, and students interested in disaster governance, earthquake preparedness, urban resilience, and sustainable cities.

The Case of Istanbul

Risks, Policies, Strategies in Anticipating Earthquakes

Marketing meets Innovation. Ein Praxisleitfaden zur Integration des Kundennutzens in den Innovationsprozess von Tech-Startups

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