Das Comeback der Konzerne

65% of CEOs of large companies are afraid of being overtaken by disruptive start-ups in the innovation race. The supposed solution: copy the methods of the start-ups. But this is a fatal mistake, because corporations are not start-ups! And so most ideas fail, and innovation becomes a frustration. Why is this so? And what is a solution that enables large companies to innovate in a customer-centric and successful way? The answer is the 5C process for efficient innovation. With it, the authors close a gap in the practice-oriented innovation culture - and bring the desire for innovation back to corporations.