Using numerous practical examples, the book shows ways in which entrepreneurs and managers successfully manage to combine the strategic orientation of the company with innovative strength. Procedures and tools established in consulting practice impressively convey how all employees can be actively involved in the innovation process and how an innovation-promoting corporate culture can be created. In times of global trade in goods and services and the constant availability of information, it is no longer enough to continuously improve the product range and drive internal optimisation. The authors' perspective allows a new look at how business models can be profitably questioned and how radical changes can be proactively initiated.