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Values-Based Innovation Management: Concepts, Methods and Applications by Henning Breuer & Florian Lüdeke-Freund
The Webinar introduces the basic concepts, exemplary methods and practical applications of values-based innovation management. We show why innovation cannot be sufficiently understood and appropriately managed without addressing different stakeholder values. We explain the heuristic, directive and integrative function of values, and demonstrate their potential to drive innovation in different management levels. Through three recent consulting projects, we illustrate applied methods to work with values on different management level:

- How to apply ethnographic research on customer values to frame and conduct ideation (operative management example from the digital economy).
- How to model sustainability-oriented business based on a review of stakeholder values (strategic management example from workshops in the energy sector).
- How to trigger innovation through redefining business vision, mission and purpose based on employee values (normative management example from the cleaning service industry).

Participants are invited to contribute their own experiences and examples and to propose new challenges that might be addressed with a values-based approach.
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Prof. Dr. Henning Breuer
@HMKW Berlin & UXBerlin
Henning Breuer is founder of UXBerlin – Innovation Consulting (www.uxberlin.com), and professor for business and media psychology at the University of Applied Sciences for Media, Communication and Business in Berlin (www.hmkw.de), Germany. Since 2001 he works as an innovation consultant for large companies such as Deutsche Telekom, General Motors, Lufthansa, Systems, but also for young companies such as Dropbox and public organisations such as Deutsche GIZ. His consulting work focusses on strategic innovation management and culture, future scenarios, new business models and ethnographic research. Henning co-authored a widely recognized book on „Values-Based Innovation Management – Innovating by What We Care About“ (www.valuesbasedinnovation.com). As visiting professor and researcher he worked at Waseda University (Tokyo), the University of Chile (Santiago), and the University of Applied Sciences in Potsdam.
Prof. Dr. Florian Lüdeke-Freund
@ESCP Berlin
Florian Lüdeke-Freund is a professor for Corporate Sustainability at ESCP Europe Business School (www.escpeurope.eu/berlin), Berlin, where he teaches and does research on sustainable entrepreneurship, business models, and values-based innovation. He is working with several research and innovation networks, including the Strongly Sustainable Business Model Group at OCAD University and the Ivey Business School-based Network for Business Sustainability. As a member of several advisory boards, Florian is supporting values-driven start-ups such as Grüner Hering (circular economy) or Tomorrow is Now (platform for impact start-ups). Florian’s research and publications can be found at www.luedekefreund.com.