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Empirische Untersuchung der Auswirkung von Maßnahmen zur Erhöhung der Repräsentation von Frauen in Führungspositionen auf die Markenstärke eines Unternehmens

Empirische Untersuchung der Auswirkung von Maßnahmen zur Erhöhung der Repräsentation von Frauen in Führungspositionen auf die Markenstärke eines Unternehmens

          
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About the Book

Bachelorarbeit aus dem Jahr 2011 im Fachbereich Führung und Personal - Sonstiges, Hochschule für Wirtschaft und Recht Berlin, Sprache: Deutsch, Abstract: Im Ranking BrandZ Top 100 Most Valuable Global Brands des Marktforschungs-unternehmens Millward Brown belegt im Jahr 2011 die Marke Apple den ersten Platz. Deren Markenwert stieg im Vergleich zum Vorjahr um 84% und beläuft sich nun auf 153,3 Mrd. USD. Als Grundlage der Berechnung des Markenwerts dienen sowohl der Markenwert (Brand Equity) als auch die finanzielle Performance des Unternehmens. Zum Vergleich: Vor fünf Jahren, im Jahr 2006, belegte Microsoft den ersten Platz mit einem heute eher unbedeutend kleinen Wert von 62,0 Mrd. USD (vgl. Millward Brown, 2006 und 2011). Der Trend zur steigenden Bedeutung von Markenwerten gehört zu einem der Hauptschwerpunkte der aktuellen wissenschaftlichen und praxisorientierten Marketingforschung (vgl. Baumgarth et al., 2007, S. 314). Unklarheit besteht allerdings über eine einheitliche Definition dieses Begriffs, was in der Folge zu unzähligen verschiedenen Verfahren der Markenbewertung führt. So stellt sich unter anderem die Frage, welche Größen neben finanziellen Kennzahlen eine Rolle spielen. Durch die wachsende Bedeutung der Konsumenten für den Unternehmenserfolg (vgl. Kotler/Keller, 2008, S. 120) steigt auch die Notwendigkeit einer Überlegung, zu welchen Komponenten des Markenerfolgs der Konsument durch dessen Einstellungen und dem daraus resultierenden (Kauf-)verhalten beiträgt. Die Unternehmensberater Peppers und Rogers gehen soweit zu sagen, dass "der einzige Wert, den Ihr Unternehmen jemals erschaffen wird, der Wert ist, der vom Konsumenten kommt"1 (Peppers/Rogers, 2005, S. 25). Demzufolge müssen Unternehmen sich über die Wirkung ihrer Marke auf die Konsumenten im Klaren sein und auch wissen, wie sich ihr Handeln auf die Konsumentenwahrnehmung und Bewertung der Marke auswirkt.


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Product Details
  • ISBN-13: 9783656121220
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 8 mm
  • Width: 148 mm
  • ISBN-10: 3656121222
  • Publisher Date: 07 Feb 2012
  • Height: 210 mm
  • No of Pages: 128
  • Series Title: German
  • Weight: 177 gr


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Empirische Untersuchung der Auswirkung von Maßnahmen zur Erhöhung der Repräsentation von Frauen in Führungspositionen auf die Markenstärke eines Unternehmens
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Empirische Untersuchung der Auswirkung von Maßnahmen zur Erhöhung der Repräsentation von Frauen in Führungspositionen auf die Markenstärke eines Unternehmens
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