Due to the economic crisis: new book to a culture of innovation in the services the importance of innovation both in economic terms of business is probably indisputable, especially in an economic crisis. The growing importance of the service sector is also indisputable. The new book by Gunter appeared in July 2009 due to Lenz, consultant in Switzerland/Austria. But allowing companies to bring forth successful innovations and marketing, which are so the success factors for innovation? The author deduces from the literature factors for success for service-providing companies – and in particular shopping malls -. He then presents an empirical study to the innovation performance of nine shopping malls are located in stations.

It investigates how apply the success also on the real estate management of shopping malls, where the emphasis is placed on the influence of corporate culture. The investigation yielded the result that the innovation performance of shopping centres management in particular is supported by three factors: the commitment of staff, the strategy and the management. Target group: The book is aimed at executives in real estate management and shopping centres, service developer of different industries, and Innovationsmanageer, as well as economists. The data: Contains the full questionnaire of the empirical investigation of VDM – Verlag.