Strategy Design Innovation

The new and revised 6th edition of this comprehensive book explores the concept of Strategy Design as an innovative approach to Strategic Management.



After an overview of the framework conditions under which strategies and business models are developed today, the authors describe in detail the approach and the ongoing process of Strategy Design Innovation. The focus is on the Strategy Design Toolbox, which covers the necessary instruments for analysis and forecasting, strategy formulation, realization, and control. Divided into seven perspectives, the toolbox provides relevant questions that need to be answered. Many examples and real-life applications give inspiration and generate a fundamental understanding.



Strategy Design Innovation is a modern and market-driven book with a variety of tools, case studies, templates, and practical online resources. It is developed for the challenges of managers, strategists, entrepreneurs, business developers and students with the need for creating a strategic mindset and strategic capabilities.



Prof. Dr. Michael Jünger is a Professor for Business Consulting and Management at the Technische Hochschule Ingolstadt (THI), THI Business School. His academic research focus is on corporate strategy, disruptive business models and approaches on value-based management with a particular interest in value-based health care. He is member of the Advisory Board of the Center of Entrepreneurship (CoE). Beside his academic focus Prof. Jünger works as a business advisor, supporting companies and managers in their national and international business and transformation challenges. He publishes regularly and is a speaker at conferences and trainer in leadership seminars.Prof. Dr. Robert G. Wittmann is a Professor at Technische Hochschule Ingolstadt (THI) in the field of entrepreneurship, innovation management and strategy development. As a top management consultant, he has coached many organizations in developing and successfully implementing future-oriented and pace making Strategy Designs. His client portfolio includes large companies with a global footprint such as Audi AG, Metro AG, Siemens AG and Thyssen-Krupp AG, as well as non-profit organizations, governmental institutions and organizations from the world of research and science. For more than two decades he has been supporting the development of a network for start-ups and entrepreneurship in the Ingolstadt Region and the Greater Munich Area.Dr. Matthias Reuter is VP and Global Head of Siemens Leadership Excellence at Siemens AG. Matthias Reuter worked 6 years in Sales, Marketing and Service Business before he started his career at Siemens in 2001. Since then, he's been holding various positions in learning and education, people and organizational development and lastly digitalization at Siemens Global Learning Campus. He has been building and developing a global learning organization for 5 years and was driving the transformation at Siemens towards a digital enterprise over the last 4 years. Dr. Reuter holds a Diploma (Masters) in International Management & Marketing from the University of Augsburg as well as a PhD in Performance Management from the University of Ulm.Norbert Alexy worked for medium-sized companies and large multinational corporations, mainly in the field of international business coordination and business development, for 30years. From 2003 to 2013 he was responsible for the design and delivery of trainings in the field of strategy and finance, as well as for the rollout of business simulations, at the corporate university of Siemens AG. Currently he continues to work in the same business fields as an independent consultant and trainer, e.g. for Siemens Global Learning Campus and, as a guest lecturer, at the Technische Hochschule Ingolstadt. In parallel, he provides voluntary consulting and training services to nonprofit organizations such as Senior Expert Services and as a guest lecturer at GIFT University in Gujranwala and at three further Pakistani Universities.