Ensuring long-term corporate success presents new challenges for both small and medium-sized enterprises (SME) and large international groups: global markets, the spread of digitalisation and increasing economic liberalisation have created a huge amount of consumers with increasing purchasing power. In a globalized economy a vast amount of providers compete for these consumers. For companies, it is increasingly important not to merely retain market share but also to create growth in new markets and thus ensure their long-term survival against the competition. In addition to great flexibility and increased efficiency, this above all requires the company to boost their differentiation.