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Controllingsystem für strategische und operative Planung internationaler Consulting-Projekte: Am Beispiel von EVUs unter besonderer Berücksichtigung des Aufbaus eines Akquisitionssystems

Controllingsystem für strategische und operative Planung internationaler Consulting-Projekte: Am Beispiel von EVUs unter besonderer Berücksichtigung des Aufbaus eines Akquisitionssystems

          
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About the Book

Inhaltsangabe: Einleitung: Die Situation der Consulting-Unternehmen (CU) im Wettbewerb verlangt heute ein Marketingverständnis, das Marketing nicht als einen Funktionsbereich im Unternehmen definiert, sondern als die Denkhaltung, "vom Markt her zu denken und für den Markt zu handeln". Erfolgreiche Akquisition und Realisierung internationaler Beratungs-Projekte erfordert ein durchdachtes strategisches und operatives Marketing, in dessen Zentrum eine ausgeprägte Kunden-, Wettbewerbs- und Gesellschaftsorientierung steht. Marketing braucht in dieser Hinsicht zusätzliche, koordinierende Steuerungshilfen, die das Controlling bereitstellt. Ziel der Arbeit ist insofern die Problematisierung des Controlling als Baustein der marktbezogenen Unternehmensführung von CU. Vor diesem Hintergrund untersucht die Arbeit Möglichkeiten eines praxisorientierten, "schlanken", prozeßorientierten Planungsansatzes und Controllingsystems im internationalen CU, der die Trennung zwischen geschäftsfeldbezogener (projektübergreifender, "strategischer") und einzelprojektbezogener Planung überwindet. Dabei werden vorliegende Erkenntnisse und Ansätze v.a. aus dem internationalen Marketing, Dienstleistungsmarketing, Investitionsgütermarketing, Database Marketing, TQM, der Projektmanagement-Diskussion und dem Controlling mit den Besonderheiten der Consulting-Branche (am Beispiel des Consulting-Geschäftsfelds eines Energieversorgungsunternehmens, EVU) in anwendungsorientierter, praxisnaher Betrachtungsweise verknüpft. Gang der Untersuchung: Die Darstellung zeigt neben der Erarbeitung eines konzeptionellen Gestaltungsrahmens für das Controllingsystem konkrete Handlungsleitlinien für die Umsetzung und Denkanstöße für eine kontinuierliche Weiterentwicklung des Geschäftsfeldes auf. In bezug auf den Wertschöpfungsprozeß im CU wird in der Untersuchung die Gestaltung des Akquisitionssystems und mithin der integrierten Marketingfunktion in den Mittelpunkt gestellt und damit das Marketing-Controlling im in


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Product Details
  • ISBN-13: 9783838607931
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 13 mm
  • Weight: 299 gr
  • ISBN-10: 3838607937
  • Publisher Date: 16 Apr 1998
  • Height: 210 mm
  • No of Pages: 222
  • Series Title: German
  • Sub Title: Am Beispiel von EVUs unter besonderer Berücksichtigung des Aufbaus eines Akquisitionssystems
  • Width: 148 mm


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Controllingsystem für strategische und operative Planung internationaler Consulting-Projekte: Am Beispiel von EVUs unter besonderer Berücksichtigung des Aufbaus eines Akquisitionssystems
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