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Modelle zur Beschreibung organisationaler Konsumentscheidungen by Fröning, Arne

Modelle zur Beschreibung organisationaler Konsumentscheidungen

by Arne Fröning
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Book cover type: Paperback
  • ISBN13: 9783346673244
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 24
  • Original Price: USD 25.5
  • Language: German
  • Edition: 1. Auflage
  • Item Weight: 46 grams
  • BISAC Subject(s): General

Akademische Arbeit aus dem Jahr 2021 im Fachbereich BWL - Allgemeines, Note: 1,3, AKAD University, ehem. AKAD Fachhochschule Stuttgart, Sprache: Deutsch, Abstract: Diese Arbeit hat das Ziel, die wichtigsten Ansätze zu einer möglichst umfassenden Analyse eines Buying Center vorzustellen. Hierzu werden zuerst die einzelnen Teilnehmer und deren Rollen innerhalb des Buying Center beschrieben, bevor dann vertiefend auf Modelle zur Beschreibung der Interaktionen zwischen den Teilnehmern und der äu eren Einflüsse eingegangen wird. Eine organisationale Kaufentscheidung wird selten nur von einer Person getroffen, vielmehr sind es oft zahlreiche Personen mit unterschiedlichen Aufgaben, Blickwinkeln, persönlichen Interessen und Zielen, welche diese Entscheidungen gemeinsam treffen, wobei die jeweiligen Gewichtungen der dabei getroffenen Einzelentscheidungen ebenfalls stets unterschiedlich sind. Obwohl die Kaufentscheidungen von und für Organisationen den Anspruch auf Rationalität erheben, so kann auch bei diesen Entscheidungen lediglich konstatiert werden, dass der Anteil an Rationalität relativ hoch ist, denn Entscheidungen werden von Menschen getroffen, die persönliche Meinungen und Präferenzen in den Kaufprozess einflie en lassen. Die im Zuge eines organisationalen Kaufes beteiligte Personengruppe - das Buying Center - ist eine informelle Gruppe, die sich bei jeder Entscheidung neu zusammensetzen und ihre persönlichen Motive mit einbringen kann. Aus diesem Grunde ist die Beschreibung des organisationalen Kaufverhaltens vielschichtig und bis zum heutigen Zeitpunkt durch mehrere Ansätze beschrieben worden.

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