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Innovationsmarketing: Markterschliessung Für Systeme Der Bürokommunikation Und Fertigungsautomation by Karl-Heinz Strothmann

Innovationsmarketing: Markterschliessung Für Systeme Der Bürokommunikation Und Fertigungsautomation

by Karl-Heinz Strothmann
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Book cover type: Paperback
  • ISBN13: 9783409136211
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Gabler Verlag
  • Publisher Imprint: Gabler Verlag
  • Publication Date:
  • Pages: 185
  • Original Price: EUR 51.39
  • Language: German
  • Edition: Softcover Repri
  • Item Weight: 332 grams
  • BISAC Subject(s): Economics / General

Seit geraumer Zeit steht der Begriff Innovationsmarketing fUr eine besondere Form des Investitionsgiitermarketing, das im Zusammenhang mit neuen Produkten angewandt wird. Dabei bleibt zunachst offen, was unter neuen Produkten zu verstehen ist. Es kann sich dabei urn konventionelle Investitionsgiiter handeln, wenn sie in ihrer konstruktiven Auslegung eine entscheidende Verbesserung erfahren haben. Ebenso sind unter dem Be- griff der Innovation vollig neue Produkte denkbar, die innerhalb der Abnehmer- Untemehmen bisher nicht gekannte Moglichkeiten erschlieBen und fUr die es dement- sprechend keine Vorlauferprodukte gibt. Damit wird bereits eine gewisse Bandbreite an Produkt-Neuentwicklungen angesprochen, die durch die Verwendung des Innovationsbe- griffes im Zusammenhang mit Marketing abgedeckt ist. Unabhlingig davon kann ausge- sagt werden, daB ein bislang gemeintes Innovationsmarketing im Zusammenhang mit neuen Investitionsgiitem steht, welche in einem nach iiblichem Muster verlaufenden Pro- duktentwicklungsprozeB unter Verwendung konventioneller Techniken entstanden. Mit den bewahrten Investitionsgiitem vergangener Jahrzehnte, sogar der letzten Jahre, waren Vermarktungsprobleme verbunden, denen mit dem traditionellen Investitionsgii- termarketing entsprochen werden konnte (vgl. hierzu bspw. die Ansatze von: Backhaus 1982, Engelhardt/Giinter 1981, Strothmann 1979). Das gilt bedingt auch fUr die Produk- te, die neuartige Merkmale aufweisen. Demgegeniiber sind vollig andersartige Verhalt- nisse fiir Produktentwicklung und Investitionsgiitermarketing zu sehen, seit die Mikro- elektronik die Entwicklung zu integrierten, funktionsbereichs-iibergreifenden Systemen ermoglicht. Gemeint sind integrierte Systeme der Fertigungsautomatisierung und der Bii- rokommunikation. FUr diese ist zu unterstellen, daB sie im weiteren Entwicklungsgang zusammengefUhrt und Teilsysteme eines untemehmens-integrierenden Gesamtsystems werden.

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