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F & E Und Marketing: Eine Untersuchung Zur Leistungsfähigkeit Von Koordinationskonzeptionen Bei Innovationsentscheidungen

F & E Und Marketing: Eine Untersuchung Zur Leistungsfähigkeit Von Koordinationskonzeptionen Bei Innovationsentscheidungen

          
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About the Book

Die Notwendigkeit der Koordination von Forschung & Entwick- lung und Marketing wurde bereits fruh erkannt und speziell in jungster Vergangenheit immer starker betont. Sie mundet konsequenterweise in der Forderung nach einem "Technologie- marketing" bzw. einer "marktorientierten Forschung- & Ent- wicklungspolitik". Es ist deshalb mehr als erstaunlich, daB bislang eine umfassende Untersuchung der koordinationsspe- zifischen Gestaltungsoptionen im Innovationssystem fehlt. Die vorliegende Arbeit solI zur SchlieBung dieser For- schungslucke beitragen. Primare Zielsetzung der Arbeit ist die Entwicklung eines Konzepts zur Gestaltung einer effizienten, situationsspe- zifischen Koordination innovationsbezogener Entscheidungs- prozesse von Forschung & Entwicklung und Marketing. Die Zielsetzung kennzeichnet gleichzeitig die beiden zent- len Schwerpunkte der Arbeit. Ihr normativer Charakter druckt sich in dem Bestreben aus, einen Beitrag zur Auswahl effi- zienter Koordinationskonzeptionen sowie zur Gestaltung eines leistungswirksamen Koordinationsmix zu leisten. Dabei werden sowohl die Koordinationsinstrumente als auch die unterschied- lichen Koordinationszeitpunkte einer Effizienzanalyse unter- zogen und darauf aufbauend Gestaltungsalternativen eines leistungsfahigen Koordinationsmix diskutiert. Der normative Charakter der Arbeit steht in unmittelbarem Zusammenhang mit ihrem deskriptiven Anspruch. Aussagen uber die Gestaltung einer leistungsfahigen Koordination von For- schung & Entwicklung und Marketing k6nnen nur unter Beruck- sichtigung des Koordinationsumfelds getroffen werden. Der zweite Schwerpunkt der Arbeit liegt deshalb in der Syste- matisierung dieses Umfelds sowie in der Charakterisierung der Einflusse zentraler Kontextfaktoren auf die Koordina- tionsnotwendigkeit. v Die Erstellung der vorliegenden Arbeit war nur mit viel- faltiger Unterstutzung verschiedener Personen moglich.


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Product Details
  • ISBN-13: 9783409133272
  • Publisher: Gabler Verlag
  • Publisher Imprint: Gabler Verlag
  • Edition: 1987 ed.
  • Language: German
  • Returnable: N
  • Spine Width: 18 mm
  • Weight: 544 gr
  • ISBN-10: 3409133275
  • Publisher Date: 01 Jan 1987
  • Binding: Paperback
  • Height: 244 mm
  • No of Pages: 319
  • Series Title: Unternehmensführung Und Marketing
  • Sub Title: Eine Untersuchung Zur Leistungsfähigkeit Von Koordinationskonzeptionen Bei Innovationsentscheidungen
  • Width: 170 mm


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