Electronic Commerce als Erfolgsgröße eines Internationalisierungsprozesses
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Inhaltsangabe: Einleitung: Die Nutzung des Internet von Konsumenten und Unternehmen sind in den letzten Jahren rapide gestiegen. Von Dezember 1997 bis September 1999, in einem Zeitraum von nicht einmal 2 Jahren, ist die Anzahl der Internet-Nutzer von 101 Millionen auf 201,5 Millionen weltweit gestiegen. Dieses starke Wachstum ist auf mehrere Faktoren zurückzuführen. Erster Grund hierfür sind die stark gesunkenen Preise für Computer, Diskettenlaufwerke und Drucker. Zweitens hat die Liberalisierung der Telekommunikationsmärkte in Europa zum Markteintritt neuer Internet Service Provider (ISP's) geführt, die Internetanbindungen zu niedrigen Preisen anbieten. Drittens machen neue Technologien, wie anwendungsfreundliche Internet-Browser und leistungsfähigere Computer die Nutzung des Internet schneller und einfacher. Immer mehr Nutzer nutzen das Internet um etwa Informationen zu beschaffen, mit anderen Usern zu kommunizieren oder um Produkte oder Dienstleistungen nachzufragen bzw. anzubieten. Die zunehmend vernetzte Gesellschaft schafft für Unternehmen neue Möglichkeiten, mit anderen Unternehmen elektronische Geschäfte im Internet abzuschlie en. Weiterhin ermöglicht Electronic Commerce eine neue Form von Interaktivität zwischen den Unternehmen. Dies gibt den Anbietern neue Möglichkeiten, Präferenzen der Geschäftskunden leichter zu erkennen und sich dadurch besser den Kundenbedürfnissen anzupassen. Au erdem bietet Electronic Commerce Unternehmen hervorragende Chancen, einer gro en Anzahl von Kunden ein individuelles Angebot erstellen zu können, ohne da dabei die Kosten dieser Marketingma nahmen nennenswert zunehmen. In dieser Diplomarbeit soll daher untersucht werden, ob die genannten Erfolgspotentiale auch bei einer internationalen Markteinführung Geltung haben. Viele Unternehmen erkennen die deutlichen Vorteile eines internationalen Markteintritts. U.a. erhoffen Sie sich, durch grö ere Absatzmärkte die hohen Kosten der Forschung und Entwicklung schneller amortisieren z
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