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By Ralph-W. Scheuss

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Dies erhöht den Wettbewerbsdruck weiter. Im Lifestyle-Mode-Sektor werden Kollektionen nicht halbjährlich oder saisonal entworfen, sondern von der Design-Idee bis zum Regal vergehen nur noch drei Wochen. Dieser Hyper-Wettbewerb manifestiert sich nicht nur zwischen Unternehmen. Er ist ein Grundcharakteristikum der Geschäftswelt der Neuen Normalität. de Hyper-Wettbewerb ½ Nationen gegen Nationen ½ Mega-Wirtschaftsräume (USA – Europa – Asien) ½ vor allem aber auch: Mitarbeiter gegen Mitarbeiter! … oder vereinfacht gesprochen: Alles steht mit allem in Konkurrenz!

Richard A. d’Aveni15, Professor für Strategisches Management am bekannten Dartmouth College in der Nähe von Boston, verwendet dafür den Begriff Hyper-Wettbewerb. de Hyper-Wettbewerb gestiegene Sensitivität der Märkte. Hyper-Wettbewerb definiert eine Marktkonstellation, die sich im turbulenten Umbruch befindet und in der sich die von einem Unternehmen aufgebauten Wettbewerbsvorteile kaum über eine längere Zeitspanne gegen Angreifer verteidigen lassen. Die Konkurrenz folgt den Erfolgreichen auf den Fersen.

De 55 Die Neue Normalität Fortsetzung: Glossar der Vernetzungsformen Partnership gemeinsames Unternehmen; intensives gemeinsames Projekt Coopetition künstlich geschaffener Begriff aus Competition (Wettbewerb) und Cooperation (Zusammenarbeit) – teils stehen Unternehmen in Konkurrenz, teils arbeiten sie zusammen Business Webs digital vernetzte Unternehmen (Geschäftsnetze), die durch Zusammenarbeit ihren eigenen Nutzen stärken (meist schließen sie auch den Kunden mit ein) Value Webs Netzwerke, die eine gemeinsame Wertschöpfung erbringen In der Neuen Normalität führt die Vernetzung von Spitzenleistungen über Unternehmen hinweg zu außerordentlichen Angeboten.

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