Browsing by Author "Fink, Felix"
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- How should strategic corporate venturing for HUGO BOSS be designed in alignment with its heritage and company culture?Publication . Fink, Felix; Sousa, José VasconcelosThis dissertation “How Should Strategic Corporate Venturing for HUGO BOSS Be Designed in Alignment with Its Heritage and Company Culture?” by Felix Fink examines possible future strategic challenges of HUGO BOSS. It further elaborates how those future strategic challenges could be managed with non-traditional innovation tools in alignment with the corporate environment. Since HUGO BOSS is a real corporation operating in an environment which is influenced by many factors a qualitative approach was preferred. Major findings among others have been that increasing brand desirability is perceived as future strategic challenge, R&D spending of HUGO BOSS seems to exceed industry average and that founders are willing to collaborate with HUGO BOSS under certain terms. All findings are reflected in a recommendation that suggests implementing three different forms of corporate venturing.