Marketingstrategien in High-Tech-Maerkten (Volume 25.0)
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Marketingstrategien in High-Tech-Maerkten (Volume 25.0)

Nikolaus Müller

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eBook - PDF

Marketingstrategien in High-Tech-Maerkten (Volume 25.0)

Nikolaus Müller

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About This Book

In den sich dynamisch entwickelnden High-Tech-Märkten gewinnt die Beobachtung und Analyse des wettbewerbsstrategischen Verhaltens von Unternehmen zunehmend an Bedeutung. Aus Sicht der Praxis und der betriebswirtschaftlichen Forschung ist es von besonderem Interesse zu erfahren, welche Marketingstrategien und -maßnahmen zum Aufbau von Wettbewerbsvorteilen und zur Sicherung einer dauerhaften Erfolgsposition besonders geeignet sind. Vor diesem Hintergrund wird in der Arbeit das Verhalten von 385 High-Tech-Anbietern analysiert. Auf der Grundlage des Konzeptes der strategischen Gruppen werden das strategische und operative Unternehmensverhalten, die Bedeutung ziel- und kulturbezogener Einflußfaktoren sowie die Erfolgswirkung von Marketingstrategien in High-Tech-Märkten untersucht.

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Information

Publisher
Peter Lang International Academic Publishers
Year
2018
ISBN
9783631484968
Topic
Economía
Subtopic
Teoría económica

Table of contents