Introduction

Abstract

The business world is changing faster and faster. The digitization, globalization, and technologcalization of the markets are progressing faster and faster. Companies that want to remain successful in the marketplace at this high speed must constantly adapt to changing circumstances and customer needs. This is exactly what Business Development supports. It optimizes individual divisions, products, or services and permanently aligns them to market needs. In addition to involving employees in these changes, a successful change management is needed, which helps to communicate and anchor the necessary changes. At the same time, the stakeholders of the respective products and areas must be informed at all times and involved in important decisions. To make all this possible, a corporate culture must be created, for which change and optimization is the norm.