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Auswirkungen von Management-Fehlentscheidungen auf die Reputation von Unternehmen

Auswirkungen von Management-Fehlentscheidungen auf die Reputation von Unternehmen

          
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About the Book

Diplomarbeit aus dem Jahr 2003 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 3, FernUniversität Hagen (Lehrstuhl für Dienstleistungsmanagement), Sprache: Deutsch, Abstract: Lange Zeit ignoriert, finden immaterielle Vermögenswerte in den letzten Jahren zunehmende Beachtung im Rahmen der Unternehmenssteuerung. Durch immaterielle Vermögenswerte können Wettbewerbsvorteile erzielt und damit der wirtschaftliche Erfolg des Unternehmen positiv beeinflusst werden. Manager sollen unternehmerisch planend, organisierend, steuernd und überwachend einen Unternehmenserfolg herbeiführen. Management-Fehlentscheidungen sind oft die entscheidenden Ursachen für das Nichterreichen eines angestrebten unternehmerischen Erfolges. Fehlentscheidungen geschehen unter anderem aus Unkenntnis, Inkompetenz, Kurzsichtigkeit, Selbstherrlichkeit, strategischer und/oder taktischer Fehleinschätzung. Managementfehler werden oft zu spät erkannt, weil erst ein negativer Managementerfolg diese im Nachhinein zutage treten lässt. In gravierenden Fällen können sich Fehlentscheidungen existenzgefährdend auf das Unternehmen auswirken. Der negative Erfolg wird im allgemeinen durch verfehlte monetäre Erfolgsziele deutlich. Fombrun nimmt in diesem Zusammenhang an, dass immaterielle Vermögenswerte den Unternehmen einen dauerhafteren Wettbewerbsvorteil verschaffen können als Patente oder neue Technologien. Reputation als immaterieller Vermögenswert ist von besonderem Interesse für Dienstleistungsunternehmen wie etwa Unternehmensberatungen, Anwaltskanzleien, Investmentbanken, Krankenhäuser und Universitäten, weil die angebotene Leistung in den meisten Fällen immateriellen Charakter hat. Die angebotenen Leistungen, auch "credence goods" genannt, werden aufgrund der Vertrauenseigenschaften gekauft beziehungsweise in Anspruch genommen. In den späten achtziger Jahren erkannten die Dienstleistungsunternehmen im Zuge der Globalisierung und ständig wachsendem Wettbewerbsdruck, dass der wirtschaftliche


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Product Details
  • ISBN-13: 9783638713474
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 180
  • Series Title: German
  • Weight: 240 gr
  • ISBN-10: 3638713474
  • Publisher Date: 05 Aug 2007
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 10 mm
  • Width: 148 mm


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