Successfully managing and shaping companies is based on the ability to recognize innovation potential, systematically leverage it and translate it into a successful strategy. This requires a structured analysis of trends and changes, a good knowledge of the needs of customers in the market and the evaluation of existing and new relevant technologies. In this module, you will learn to identify and analyze sources of innovation. You will evaluate external changes and trends on the market as well as the potential that arises from new technologies in order to create competitive advantages that are effective for success.