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Die Auswirkungen des Golden Circles auf den Adoptions- und Diffusionsprozess von Innovationen by Alaa Eddine, Mohammed Mustafa

Die Auswirkungen des Golden Circles auf den Adoptions- und Diffusionsprozess von Innovationen

by Mohammed Mustafa Alaa Eddine
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Book cover type: Paperback
  • ISBN13: 9783961167531
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Diplom.de
  • Publisher Imprint: Diplom.de
  • Publication Date:
  • Pages: 84
  • Original Price: GBP 57.9
  • Language: German
  • Edition: N/A
  • Item Weight: 123 grams
  • BISAC Subject(s): Marketing / General

Der "Golden Circle" ist ein neuer Marketingansatz von Simon Sinek, welcher mit seinem TED Talk bereits unter den TOP 3 der meist gesehenen Talks zu finden ist. Seiner Aussage zufolge würden die erfolgreichsten Unternehmen genau gegensätzlich zu den meisten anderen Unternehmen kommunizieren. Während fast alle Unternehmen für das Produkt (das WAS) werben, würden die erfolgreichsten Unternehmen stattdessen für die Vision (das WARUM) werben. Durch die so transportierte Corporate Identity entwickeln Kunden mit gleicher Weltanschauung eine emotionale Bindung zu diesem Unternehmen und kaufen fortan ausschlie lich dessen Produkte ein. Somit bildet sich ein loyaler Kundenstamm, welcher eher dazu geneigt ist, innovative Produkte zu adoptieren. Dies ermöglicht dem Unternehmen eine schnellere Diffusion auf dem Markt, wodurch sich diese Unternehmen schlie lich als Marktführer etablieren. Die folgende Arbeit untersucht empirisch diese These und kommt zu erstaunlichen Ergebnissen. In Zukunft könnte dieser Ansatz das Marketing der Unternehmen revolutionieren, indem man nicht mehr für das eigentliche Produkt wirbt, sondern für das gesamte Unternehmen und die Vision, die sich dahinter verbirgt.

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