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Erfolgsfaktoren von eBusiness-Instrumenten im Absatzbereich eines Unternehmens

Erfolgsfaktoren von eBusiness-Instrumenten im Absatzbereich eines Unternehmens

          
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About the Book

Inhaltsangabe: Problemstellung: Bei dem Versuch die Potentiale des eBusiness zu erschließen, hat sich der erwartete Erfolg bei vielen traditionellen Unternehmen bislang häufig nicht eingestellt. Ein wesentlicher Grund dafür kann in der Unkenntnis und der daraus resultierenden Inkompetenz zur zielgerechten Beeinflussung relevanter Erfolgstreiber gefunden werden. Vor dem Hintergrund dieser Problematik wurde eine strukturierte Ableitung und Systematisierung potentieller Erfolgsfaktoren vorgenommen. Aufgrund des Facettenreichtums des eBusiness schien jedoch eine Fokussierung auf zwei wesentliche Instrumente im Absatzbereich eines Unternehmens geboten elektronische Marktplätze und elektronische Shopsysteme. Zur Operationalisierung des Erfolgs wurden absatzspezifische Zieldimensionen definiert, die eng an die vier Perspektiven der Balanced Scorecard angelehnt sind und an denen sich der Erfolg der Instrumente messen lässt. Analog zur Interdependenz dieser Zieldimensionen konnte eine ähnlich gelagerte Wechselbeziehung bezüglich der Erfolgsfaktoren abgeleitet werden. Im Rahmen der Lern- und Entwicklungsperspektive, der Perspektive interner Geschäftsprozesse sowie der Kundenperspektive konnten v.a. qualitative Treiber des Erfolgs bestimmt werden, die den quantitativ messbaren Erfolg und somit die Erreichung finanzieller Zieldimensionen grundlegend beeinflussen können. Insgesamt wurden elf Hypothesen bezüglich relevanter Erfolgsfaktoren aufgestellt und argumentativ begründet. Eine empirische Validierung der theoretisch abgeleiteten Erfolgsfaktoren wurde im Rahmen dieser Arbeit jedoch nicht angestrebt. Dennoch vermitteln die hier identifizierten Erfolgsfaktoren in ihrer Gesamtheit ein besseres Verständnis über Wirkungsbeziehungen und Problemstellungen, die bei der Integration der o.g. Instrumente in bestehende Unternehmensstrukturen auftreten können. Exemplarisch kann hier die Notwendigkeit eines effektiven Multi-ChannelManagements angesprochen werden. Der erfolgskritisch


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Product Details
  • ISBN-13: 9783838640464
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 5 mm
  • Width: 148 mm
  • ISBN-10: 3838640462
  • Publisher Date: 16 Jan 2005
  • Height: 210 mm
  • No of Pages: 84
  • Series Title: German
  • Weight: 122 gr


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