From the technical language of project management (project management: the planning, organizing, safeguarding, and managing resources to achieve specific goals) also into the financial language penetrated term in the meaning that due to (by reason of) market studies – with a new, in the plan already in detail worked out project – the enterprise – in the narrower sense the institute – can offer to the customers additional achievements and – thereby its profit increase. In other words, it is shown how the market potential is
(market potential) could be exploited profitably. – See cobranding map, cross-selling potential.
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University Professor Dr. Gerhard Merk, Dipl.rer.pol., Dipl.rer.oec.
Professor Dr. Eckehard Krah, Dipl.rer.pol.
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