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Konditionengestaltung in Franchiseorganisationen by Köstner, Jochen

Konditionengestaltung in Franchiseorganisationen

by Jochen Köstner
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Book cover type: Paperback
  • ISBN13: 9783838671826
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Diplom.de
  • Publisher Imprint: Diplom.de
  • Publication Date:
  • Pages: 112
  • Original Price: GBP 69.9
  • Language: German
  • Edition: N/A
  • Item Weight: 155 grams
  • BISAC Subject(s): General

Inhaltsangabe: Einleitung: Kooperative Unternehmensnetzwerke verkörpern die weltweit am stärksten wachsende Organisationsform für unternehmerische Aktivitäten. Sehr bekannte Beispiele sind Franchisesysteme. Derartige Unternehmensnetzwerke mit Systemkopf verbinden das Prinzip der Kooperation zwischen eigenständig handelnden Akteuren mit den Vorteilen einer systematischen Steuerung durch eine Managementzentrale. Seit einigen Jahren ist im Hinblick auf die Absatzwirtschaft in den westlichen Industrienationen ein Trend zum Franchising wahrzunehmen. Die gro en Ketten der vielfach international agierenden Unternehmen sind allgemein bekannt (so bspw. die Holiday Inn-Kette, McDonald's Gaststätten, die Yves Rocher Kosmetik-Geschäfte, die Portas-Türenwerkstätten u.v.m.). Die vorliegende Arbeit behandelt die Ausgestaltung der Konditionenpolitik in Franchiseorganisationen und untersucht, welche Formen der Preisdifferenzierung im Franchising sinnvoll sein können. Im Vordergrund steht die Beschäftigung mit Vor- und Nachteilen von Strategien der Preisbündelung innerhalb der Konditionengestaltung der Systeme, verhaltenswissenschaftliche Aspekte sollen dabei allenfalls am Rande Beachtung finden. Problemstellung: In der Praxis bieten Franchiseorganisationen dem interessierten Franchisenehmer ihre Systemleistungen nahezu ausschlie lich in einem Systempaket und zu einem Gesamtpreis (Bündelpreis) an. Hier stellt sich die Frage warum der Franchisegeber sein Leistungspaket nicht alternativ als Einzelkomponenten zu einem separaten Preis anbietet (Einzelpreisbildung bzw. Entbündelung). Diese Frage wird im Rahmen der verschiedenen Formen der Preisdifferenzierung diskutiert, wobei ein Schwerpunkt in der Betrachtung der Preisbündelung liegen wird. Die Bündelpreisstrategie stellt die im Franchising am häufigsten angewandte Form der Preisdifferenzierung dar. Ziel dieser Arbeit ist es, weitere Formen der Preisdifferenzierung auf ihre Anwendbarkeit in Franchiseorganisationen zu überprüfen. M

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