The ability not only to recognize trends but also to actively help shape them is crucial to a company's success. Today, food manufacturer Thomas Neuburger discussed what this requires as part of two courses at the Institute for Strategic Management at the Johannes Kepler University Linz.

These are our highlights from the discussion:

- Focusing on people: implementing a strategy requires not only drive, courage and perseverance, but also a deep understanding of customers' needs and preferences.

- Adaptation requirements: A clear focus and a strong foundation are important to deal with unpredictable and unforeseen environmental changes.

- Rethinking innovation: Knowledge can be found in a wide variety of countries and industries. Completely new paths can be taken through cooperation and creativity.

Sabine Reisinger and Sandra Janko not only draw on the knowledge in our textbook and practical guide, but also on current recommendations from strategy experts such as Andrew Bird. According to them, modern strategy processes are characterized by a customer- and people-centric focus, open collaboration and cooperation, adaptability, innovation and creativity.