Wettbewerbsstrategien Bei Rückläufigen Märkten
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Der Verfasser hat mit der �konomischen Analyse von Wettbewerbs strategien in r�ckl�ufigen M�rkten ein aktuelles Thema aufgegriffen, das nicht nur f�r Rezessionszeiten, sondern viel st�rker noch f�r die Anpassungen an den globa- len S andel von gro er Bedeutung ist. Durch die Vollendung des euro- p�ischen Binnenmarktes und die Integration der osteurop�ischen L�nder in die Weltwirtschaft entsteht eine neue Struktur der internationalen Arbeitsteilung, die die Besch�ftigung am Standort Deutschland bedroht. Wie die Unternehmen mit wettbewerbsschwachen Produkten auf den Strukturwandel reagieren sollen, ist das Thema der vorliegenden Dissertation. Das zentrale Problem bei Marktr�ckl�ufigkeit sind die �berkapazit�ten. Die Unternehmensleitung mu sich entscheiden; ob sie diese weiter im r�ckl�ufi- gen Markt halten, auf neue M�rkte verlagern oder extern abbauen soll. Die relative Vorteilhaftigkeit dieser Strategien ist bislang nicht deutlich geworden, weil sie jeweils nur in einem g�nstigen Wettbewerbsumfeld dargestellt worden sind. Insofern widmete sich die bisherige Forschung prim�r dem Ergebnis des Wettbewerbsprozesses, nicht aber der f�r die Unternehmensf�hrung entschei- denden Frage: Wie erreiche ich eine g�nstige Wettbewerbsposition? Diese L�cke schlie t die vorliegende Dissertation durch eine Verkn�pfung von wettbewerbstheoretischen mit betriebswirtschaftlichen Modellen, wobei die Sichtweise auf alle potentiellen Gesch�ftsfelder des Unternehmens erweitert wird. Dadurch wird der Unternehmensleitung aufgezeigt, nach welchen Infor- mationen sie suchen mu , um eine optimale Verwertung der �berkapazit�ten zu realisieren. Es ist zu w�nschen, da diese Arbeit nicht nur auf eine breite Resonanz in der Wissenschaft sto en wird, sondern auchdas eine oder andere gef�hrdete Unternehmen wieder ans sichere Ufer bringen kann.
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