Das Comeback der Konzerne

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