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Herausforderungen der BRIC-Märkte an das internationale Marketing: Eine empirische Analyse der Markenimagedimensionen im Markt für schnurlose Telefone in Deutschland und China

Herausforderungen der BRIC-Märkte an das internationale Marketing: Eine empirische Analyse der Markenimagedimensionen im Markt für schnurlose Telefone in Deutschland und China

          
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About the Book

Studienarbeit aus dem Jahr 2011 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Universität Bremen, Sprache: Deutsch, Abstract: Der Druck zur Internationalisierung und Ausweitung von unternehmerischer Tätigkeit von Firmen aus den Industriestaaten in das benachbarte oder ferne Ausland, wird aufgrund der zunehmenden Marktsättigung und Umsatzeinbußen im eigenen Land stetig größer. Länder der BRIC-Staaten innerhalb der Emerging Markets bieten hier, mit ihren enormen Wachstumsraten eine Möglichkeit für nachhaltigen unternehmerischen Erfolg. Somit stellt sich die Frage, inwieweit ein Unternehmen seine Markenführungsaktivitäten über Länder- und Kulturgrenzen hinaus standardisieren kann, um Kostenvorteile zu erzielen. Dem entgegenstehen verlorene Erträge aus einer undifferenzierten Zielgruppenansprache in verschiedenen Ländern, die durch eine ungenügende Berücksichtigung verschiedener kultureller und ökonomischer Größen entstehen und somit auch Auswirkungen auf die Markenführung haben. Darüber soll diese Arbeit mittels einer empirischen Analyse zum Vergleich der Markenimagedimensionen von Deutschland und China, vor dem Hintergrund der Herausforderungen in BRIC-Märkten Aufschluss geben. Im zweiten Kapitel wird dabei zunächst das Thema der Emerging Markets und speziell des BRIC-Landes China, mit seinen Besonderheiten und Herausforderungen theoretisch eingebettet. Das dritte Kapitel befasst sich mit der empirischen Analyse zweier Datensätze aus dem chinesischen und deutschen Markt der schnurlosen Telefone. Die Datensätze werden mittels einer Faktorenanalyse ausgewertet und verglichen. Das vierte Kapitel soll dann aus der Analyse und der theoretischen Einbettung heraus im Fazit erschließen, inwieweit es sinnvoll ist Markenführung über Ländergrenzen hinaus zu standardisieren und sich mit den Auswirkungen auf das Markenimage zu arrangieren, oder sich für angepasste Markenführung an kulturelle und volkswirtschaftliche Begebenheiten zu entscheiden.


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Product Details
  • ISBN-13: 9783656647089
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 2 mm
  • Weight: 54 gr
  • ISBN-10: 3656647089
  • Publisher Date: 09 May 2014
  • Height: 210 mm
  • No of Pages: 32
  • Series Title: German
  • Sub Title: Eine empirische Analyse der Markenimagedimensionen im Markt für schnurlose Telefone in Deutschland und China
  • Width: 148 mm


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Herausforderungen der BRIC-Märkte an das internationale Marketing: Eine empirische Analyse der Markenimagedimensionen im Markt für schnurlose Telefone in Deutschland und China
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Herausforderungen der BRIC-Märkte an das internationale Marketing: Eine empirische Analyse der Markenimagedimensionen im Markt für schnurlose Telefone in Deutschland und China
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