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Unsicherheit externer Beratungsleistungen by Fröhlich, Martin

Unsicherheit externer Beratungsleistungen

by Martin Fröhlich
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Book cover type: Paperback
  • ISBN13: 9783638697583
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 92
  • Original Price: USD 67.5
  • Language: German
  • Edition: N/A
  • Item Weight: 118 grams
  • BISAC Subject(s): Marketing / General

Diplomarbeit aus dem Jahr 2002 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, Freie Universit�t Berlin (Institut f�r Marketing), Sprache: Deutsch, Abstract: Unsicherheit ist ein zentrales Hemmnis f�r das Zustandekommen von Transaktionen auf M�rkten f�r komplexe Dienstleistungen. Die Nicht-Existenz der Leistungen bei Vertragsschluss und die bestenfalls limitierte Standardisierbarkeit der Leistungserstellung sind f�r die Transaktionspartner mit vielf�ltigen Informations- und Unsicherheitsproblemen verbunden. Die Unsicherheiten auf Nachfragerseite zu reduzieren ist daher eine zentrale Marketing-Aufgabe f�r Anbieter von komplexen Dienstleistungen. Der Markt f�r komplexe, individuell erstellte Beratungsleistungen (Brain Projects) bildet diese Informations- und Unsicherheitsprobleme gerade zu exemplarisch ab und ist daher Gegenstand der vorliegenden Untersuchung: Er ist gekennzeichnet durch hohe Komplexit�t, fehlende Standardisierbarkeit und Indeterminiertheit der Leistung sowie ein extrem hohes Ma es an Umweltunsicherheit. Die Analyse st�tzt sich auf die Theorie der neuen Institutionen�konomik. Sie zielt darauf ab, Ansatzpunkte f�r ein Marketing externer Beratungsleistungen zu identifizieren, das auf der Steuerung von insbesondere nachfragerseitigen Unsicherheiten durch Aufbau und Nutzung markterg�nzender Institutionen basiert. 1. Abgrenzung und Charakterisierung des Untersuchungsgegenstandes. Begriffskl�rungen, Phasenschema der Leistungserstellung, Darstellung der Unsicherheitsprobleme auf informations�konomischer Basis 2. Schaffung einer theoretischen Basis f�r die institutionen�konomische Analyse. Er�rterung der zentralen Konzepte der neuen Institutionen�konomik: Der Begriff Institution, Property-Rights- und Transaktionskostenansatz, Vertragstheorien, insbesondere Principal-Agent-Ansatz 3. Institutionen�konomische Analyse der transaktionalen Informations- und Unsicherheitsprobleme externer Beratungsleistungen: Darstellung der

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