LINA MARCELA LANDINEZ
I am a Junior Professor at Münster University of Applied Sciences and the Team Leader of the Science-to-Innovation Group at the Science-to-Business Marketing Research Centre. I finished my PhD on Innovation Management and I am passionate about how technological change comes about.
To maintain relevance in the global competitive market, many companies already focus on the development and implementation of innovations, even using digital tools. But, in times of crisis, this focus is most likely to be lost when most businesses concentrate on keeping the daily business running.
Small companies developing new technologies strive to survive the process of technology development: they have scarce resources to engage in business relationships. Is there any value on which they are missing out?
Companies are struggling with keeping themselves alive when new products disrupt the market. How does disruptive innovation occur and how can companies prepare for that?
