Top Oder Flop - Gestaltungsoptionen Der Innovationspolitik in Konsumgutermarkten

Name: Top Oder Flop - Gestaltungsoptionen Der Innovationspolitik in Konsumgutermarkten
Brand: Grin Publishing
SKU: 9783638774642
Price: 2255.0 INR
Availability: InStock

by Boris Hoppen

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ISBN13: 9783638774642
Binding: Paperback
Subject: N/A
Publisher: Grin Publishing
Publisher Imprint: Grin Publishing
Publication Date: September 6, 2007
Pages: 28
Original Price: USD 26.9
Language: German
Edition: N/A
Item Weight: 46 grams
BISAC Subject(s): Marketing / General

About The Book

Studienarbeit aus dem Jahr 2002 im Fachbereich BWL - Marketing, Unternehmenskommunikation, CRM, Marktforschung, Social Media, Note: 2,7, Carl von Ossietzky Universit t Oldenburg (Absatz/Marketing), Sprache: Deutsch, Abstract: Die st ndige Entwicklung und erfolgreiche Einf hrung neuer Produkte gilt als eine der Grundvoraussetzungen zum berleben von Unternehmen im Wettbewerb. Diese Tatsache ist besonders f r Konsumg term rkte von Bedeutung. Sie sind durch hohe Neuprodukteinf hrungsraten, aber auch durch hohe Flopraten gekennzeichnet. F r die erfolgreiche Entwicklung und Einf hrung haben Unter-nehmen zahlreiche Entscheidungen zu treffen. Im Rahmen dieser Arbeit soll aufgezeigt werden, welche M glichkeiten es f r Unternehmen gibt, in Konsumg term rken durch Innovation "Tops" zu erzielen und "Flops" zu vermeiden. Hierzu werden zun chst die Besonderheiten von Konsumg term rkten erl utert. Dabei wird insbesondere auf Konsumg ter f r den Lebensmitteleinzelhandel eingegangen. Des weiteren werden die Begriffe der Innovation, des Innovationsmanagements und der Innovationspolitik definiert. Auf dieser Grundlage werden verschiedene Gestaltungsoptionen f r Konsumg terhersteller ermittelt, mit denen "Flops" vermieden und "Tops" erzielt werden sollen.

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