NEXT is a technology company with over 80,000 employees and one of the world’s leading companies in its sector. In order to guarantee a competitive advantage and to ensure survival, NEXT’s innovation management operates four essential environment scanning activities: “1) trend management to create a broad knowledge base; 2) observation of competitors for regular performance comparison; 3) networking to exchange information with customers and direct competitors; 4) carrying out so-called deep dives for in-depth research into trends and technologies”.
In the case study, these four activities are examined in detail and challenges are identified in carrying out a successful environment scanning. In the end, the reader is asked nine questions including hints for solutions for a critical examination of the presented case study.
This contribution was created within the framework of the research project RADAR (Datengetriebenes UmfeldScanning für die Entscheidungen von morgen), which is funded by the BMBF under the number 02K16C190.