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Die Planung Im Unternehmen by Hellmut Bornemann

Die Planung Im Unternehmen

by Hellmut Bornemann
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Book cover type: Paperback
  • ISBN13: 9783409134286
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Gabler Verlag
  • Publisher Imprint: Gabler Verlag
  • Publication Date:
  • Pages: 198
  • Original Price: EUR 51.39
  • Language: German
  • Edition: Softcover Repri
  • Item Weight: 327 grams
  • BISAC Subject(s): Economics / General

Verfolgen wir den Lebenszyklus eines bestimmten elektronischen Speicherbausteines von seiner Markteinftihrung etwa zu Beginn des Jahres 1979 bis zur Mitte des Jahres 1981, dann ergibt sich in diesem verhiiltnismiiliig kurzen Zeitablauf eine erstaunliche Preisent- wicklung. Aufgrund der technologischen Einsatzmoglichkeiten dieses Produktes entwickelte sich innerhalb ktirzester Zeit ftir eine breite Palette von Anwendungsmoglichkeiten eine Be- darfsexplosion. Von den bedeutenden Bauelemente-Herstellern wurden weltweit Kapazitaten ftir dieses Produkt aufgebaut, die in den ersten Monaten den schlagartig ansteigenden Bedarf nicht voll decken konnten. Distributoren erzielten ftir das begrenzte Apgebot Preise, die an die grauen Markte der Nachkriegszeit erinnerten; ftir die Hersteller also eine besonders ausge- pragte Mengenkonjunktur. FUr die Kaufer dieses Bauelementes ergab sich jedoch trotz dieser Bedarfsentwicklung eine Halbierung des Einftihrungspreises innerhalb weniger Monate, und nach zweieinhalb Jahren waren die Preise auf etwa 10 % des Ausgangspreisniveaus zuriickgeftihrt. FUr den Marktbeobachter stellt sich aus diesem Vorgang eine Reihe von Fragen, die auch irn Rlickblick nach genauer Analyse der eingetretenen Entwicklung nur sehr schwer beantwortet werden konnen: - Wurde die Preisentwicklung ausgelost durch einen zu raschen Kapazitatsaufbau unter Beriicksichtigung der tatsachlichen Bedarfssteigerung? - Wurde die Preisentwicklung ausschlieBlich von der sogenannten "Lernkurve" gepragt, die nach verhaltnismiiliig kurzem Anlauf zu einer hohen Fertigungsausbeute und ent- sprechender Kostensenkung ftihrte? - Wurde die Preisentwicklung durch einen ruinosen Wettbewerb nordamerikanischer und japanischer Hersteller herbeigeftihrt, die in dieser Technologie eine Marktftihrerschaft anstrebten? - Wurde die Preisentwicklung durch die weltweite Konjunkturabschwachung verursacht? Oder ist bereits ein Tell des zuklinftigen Bedarfs "umgestiegen" auf das in der Entwick-

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