The Corporates Strike Back

How large companies win the innovation race against disruptive start-ups

Publication data

Page numbers:
Download size:


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.

Chapter Overview:
  • Foreword by Prof. Dr. Alexander Mädchen, Karlsruhe Institute of Technology (KIT)
  • "Innovate or die": Efficient innovation instead of inefficient start-up thinking 
  • ~Big business in the past: From patent factories to the innovation dilemma
  • ~Large companies today: Inefficient start-up thinking in separate innovation units.
  • ~Big Business Tomorrow: Efficient Innovation with Customer Fit and Traction
  • ~From theory to practice of efficient innovation
  • Efficient innovation with the 5C process
  • ~Configuration: Don't think freely!
  • ~Customization: No problem is no solution either
  • ~Compilation: He who wants to reap must first sow 
  • ~Construction: Think inside the box
  • ~Conversation: Where there is a way, there is a will
  • The "Innovation Machine": Efficient Innovation in Large Enterprises
  • ~Organizational anchoring of efficient innovation
  • ~Characteristics of an efficient innovation unit
  • ~The implementation of efficient innovation in large companies
  • Conclusion: The end is not near
  • As well as numerous practical comments & examples from Commerzbank, TÜV Rheinland, L'Oréal, Deutsche Telekom, OSM Maritime Group, Media-Saturn, German Aerospace Center, Hymer, Deloitte, PepsiCo and many more...

Download the reading sample for free now

Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
Thank you for registering!
To the document
Oops! Something went wrong while submitting the form.
More publications