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Ereignisinduzierte Markenkrisen: Phaenomen Und Krisenmanagement in Der Markenfuehrung

Ereignisinduzierte Markenkrisen: Phaenomen Und Krisenmanagement in Der Markenfuehrung

          
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About the Book

Marken gelten heute in vielen Unternehmen als die wichtigsten immateriellen Vermögensgegenstände. In der Vergangenheit kam es in den Medien wiederholt zu Schlagzeilen über Ereignisse aus dem In- oder Umfeld von Unternehmen, die die Integrität von Marken und der mit ihnen verbundenen Markenversprechen quasi über Nacht in Frage stellten (z. B. Shell / Brent Spar, Mercedes Benz / Elch-Test). Solche Ereignisse können einen starken Einfluss auf die Markenwahrnehmung und -bewertung ihrer Ziel- und Anspruchsgruppen nehmen und so die betroffene Marke in eine ereignisinduzierte Krise stürzen. Diese kann den ökonomischen Erfolg der Marke und im Extremfall sogar deren Existenz gefährden. Anhand von Fallstudienanalysen und unter Entwicklung eines interdisziplinären Bezugsrahmens entwickelt der Autor eine detaillierte Bestimmung dieses Krisenphänomens. Dabei ergründet er nicht nur die Verletzbarkeit von Marken und Markenarchitekturen, sondern zeigt zugleich, wie sich diese auch als widerstandsfähig gegenüber Kriseneinflüssen erweisen können. Der Verfasser entwickelt ein Handlungskonzept, das Markeneignern von der Krisenidentifikation und -analyse bis hin zu konkreten Maßnahmen praxisbezogene Anhaltspunkte gibt, den Schaden für ihre Marke nach Eintritt einer Krise zu begrenzen oder von dieser abzuwenden. Weitergehend leitet er Konsequenzen und Perspektiven für die Ausgestaltung eines präventiven Markenkrisenmanagements ab.


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Product Details
  • ISBN-13: 9783631559024
  • Publisher: Peter Lang Gmbh, Internationaler Verlag Der Wissenschaften
  • Publisher Imprint: Peter Lang Gmbh, Internationaler Verlag Der Wissenschaften
  • Edition: New edition
  • Language: German
  • Returnable: N
  • Spine Width: 0 mm
  • Weight: 9187 gr
  • ISBN-10: 363155902X
  • Publisher Date: 14 Feb 2008
  • Binding: Hardback
  • Height: 230 mm
  • No of Pages: 456
  • Series Title: German
  • Sub Title: Phaenomen Und Krisenmanagement in Der Markenfuehrung
  • Width: 160 mm


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Ereignisinduzierte Markenkrisen: Phaenomen Und Krisenmanagement in Der Markenfuehrung
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Ereignisinduzierte Markenkrisen: Phaenomen Und Krisenmanagement in Der Markenfuehrung
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