Definitions Print


‚Innovation is the the implementation of a technical or organisational improvement, not only the invention’ Quelle: Joseph Schumpeter,  „Theorie der wirtschaftlichen Entwicklung“, 1963


In the communcation policy of a company we distinguish following areas:

  • Advertising
  • Sales promotion
  • Public Relations
  • Public Affairs
  • Education
  • Exhibitions, Events, Roadshows, etc.

Communication is the summary of all activities of a company which are used to steer or influence  opinions, attitudes and expectations of the target group.


Sales or the sales process is the summary of all activities of a company in order to close a contract where two contract parties agree to exchange goods or services in return for payment


In the economy outsourcing defines the process of shifting a company’s certain tasks and processes to an other company. It is a special form of sourcing of so far internally performed taks, whereas contracts the duration and the tasks define. Outsourcing is different to other forms of partnerships.

Decision criterias for outsourcing are:

  • Better concentration to the own core competencies
  • Lack of know how or qualified employees
  • Higher and better performance
  • Otimal scaleability
  • Cost reduction effects by reducing the Total Cost of Ownership
  • Mobility of  working environment and data
  • Quicker reaction on changes
  • No own investments (buildup of employees, cost of working environment)
  • Avoidance of time consuming buildup of resources in case of fast growing companies
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