Vertriebswegswahl Junger, Innovativer Unternehmen: Einflussfaktoren Und Erfolgsauswirkungen

Name: Vertriebswegswahl Junger, Innovativer Unternehmen: Einflussfaktoren Und Erfolgsauswirkungen
Brand: Gabler Verlag
SKU: 9783834913067
Price: 4462.0 INR
Availability: InStock

by Thomas Müller , Prof Dr Malte Brettel

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ISBN13: 9783834913067
Binding: Paperback
Subject: N/A
Publisher: Gabler Verlag
Publisher Imprint: Gabler Verlag
Publication Date: September 29, 2008
Pages: 287
Original Price: EUR 60.74
Language: German
Edition: 2008
Item Weight: 377 grams
BISAC Subject(s): Marketing / General

About The Book

In der betriebswirtschaftlichen Literatur ist eine ganze Reihe von Untersuchungen ver ffentlicht, die die Relevanz der Bereiche Marketing und Vertrieb f r junge, innovative Unternehmen betonen. So arbeitet beispielsweise Kulicke heraus, dass etwa ein Drittel aller von ihr befragten jungen Unternehmen den Vertrieb als einen der Gr nde ihres Scheiterns erkennen. Zu hnlichen Ergebnissen kommen z. B. auch Terpstra und Olson. Dieses Ergebnis konkretisierend stellt Driescher fest, dass gerade die Vertriebswegswahl als eine wichtige Gr ndungsaufgabe angesehen werden muss. Dabei wirkt sich kritisch aus, dass die Wahl des Vertriebswegs nicht so einfach zu ver ndern ist wie beispielsweise ein Kommunikationsmedium. Insbesondere f r die Gruppe der innovativen Unternehmen unter allen Unternehmensgr ndungen spielt die Vertriebswegswahl eine besondere Rolle. Das ist darauf zur ck zu f hren, dass innovative Unternehmen den Vertrieb auch erst einmal nutzen, um das eigene Produkt mit Hilfe des Kundenfeedbacks weiter zu entwickeln. Der direkten Interaktion und Kommunikation mit dem Kunden wird also eine besondere Rolle zugewiesen. Auf der anderen Seite erfordern innovative (und komplexe) Produkte auch ein h heres Ma an Vertrauen auf der K uferseite. Dieses Vertrauen gilt es f r junge Unternehmen erst aufzubauen, Absatzmittler im Rahmen von indirekten Vertriebswegen k nnen hier sehr hilfreich sein. Das bedeutet, dass die Vertriebswegswahl unter Umst nden auch im Ergebnis enden kann, beide Vertriebswege, den indirekten und den direkten Weg zu w hlen, also einen dualen Vertrieb zu betreiben. Genau an dieser Stelle setzt die vorliegende Schrift von Thomas M ller an.

About The Author

Dr. Thomas Müller promovierte bei Prof. Dr. Malte Brettel am Lehrstuhl für Wirtschaftswissenschaften für Ingenieure und Naturwissenschaftler an der RWTH Aachen. Er ist bei einer weltweit führenden Unternehmensberatung in München tätig.

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