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Konfliktmanagement zwischen Hersteller und Handel by Ruf, Michael

Konfliktmanagement zwischen Hersteller und Handel

by Michael Ruf
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Book cover type: Paperback
  • ISBN13: 9783638822541
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 52
  • Original Price: USD 26.9
  • Language: German
  • Edition: N/A
  • Item Weight: 82 grams
  • BISAC Subject(s): Management

Studienarbeit aus dem Jahr 2002 im Fachbereich BWL - Handel und Distribution, Note: 1,7, Universität Konstanz (Fachbereich Wirtschaftswissenschaften), Veranstaltung: Vertikales Marketing und Handelsmarketing, Sprache: Deutsch, Abstract: Ein Kennzeichen der modernen Wirtschaft liegt darin, dass weder der Ort der Produktion mit jenem des Konsums zusammenfällt, noch die Zeitpunkte beider Vorgänge unmittelbar aufeinander folgen. Die Aufgabe eines Distributionssystems ist daher die Transformation der Produktionsleistung des Herstellers in räumlicher, zeitlicher, quantitativer und qualitativer Sicht, um so den Bedürfnissen der Nachfrager zu genügen. Dabei stellt sich das Verhältnis zwischen Hersteller und Handel im Absatzkanal nicht immer als konfliktfrei dar. Vor allem die unterschiedlichen Grundfunktionen von Hersteller und Handel haben die logische Konsequenz, dass auch die jeweiligen Marketingkonzeptionen weitreichende Differenzierungen aufweisen und es stellt sich die Frage, ob es nicht im Interesse beider Parteien sinnvoll wäre, die existierenden Konflikte und Konfrontationen zu überwinden und im Sinne einer konzentrierten Aktion stärker zu koordinieren.Dazu müssen vorhandene Konflikte identifiziert werden, um sie anschlie end einer Lösung zuzuführen. Die Untersuchung von Konfliktfeldern zwischen Handel und Hersteller beginnt daher prinzipiell mit einer Analyse der Konfliktursachen, welche dann in die Methoden und Instrumente des Konfliktmanagements münden. In dieser Arbeit werde nicht Entscheidungskalküle von Herstellern über die Wahl von alternativen Distributionswegen thematisiert, sondern vielmehr der indirekte Vertrieb über den Handel als Absatzmittler vorausgesetzt und problematisiert werden. Dabei sollen zunächst vorhandene und potentielle Konflikte untersucht und dargestellt werden. Anschlie end sollen Methoden und Lösungswege skizziert werden, die im Rahmen eines Konfliktmanagements Anwendung finden können.

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