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Ingredient Branding von IBM und Intel: Eine Untersuchung auf Grundlage der Prinzipal-Agent-Theorie

Ingredient Branding von IBM und Intel: Eine Untersuchung auf Grundlage der Prinzipal-Agent-Theorie

          
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About the Book

Studienarbeit aus dem Jahr 2014 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,7, Westfälische Wilhelms-Universität Münster (IfG), Veranstaltung: Unternehmenskooperation - Aktuelle Fälle, Sprache: Deutsch, Abstract: Die als "Ingredient Branding" bezeichnete Marketingstrategie wird in dieser Arbeit im Rahmen der Zusammenarbeit von IBM und Intel untersucht. Als theoretisches Model dient dabei die Prinzipal-Agent-Theorie der Neuen Institutionenökonomik. In den folgenden Kapiteln werden zunächst das Konzept des Ingredient Brandings, die beiden betrachteten Unternehmen sowie die für diese Arbeit wichtigsten Aspekte und Aussagen der Prinzipal-Agent-Theorie vorgestellt. Im weiteren Verlauf folgen eine Analyse der Rollenverteilung von IBM und Intel sowie damit einhergehende Probleme und mögliche Lösungsmaßnahmen. Das heutige Wirtschaftsgeschehen ist geprägt von Arbeitsteilung. Bis ein Produkt beim Endverbraucher ankommt und von diesem konsumiert werden kann, durchläuft es je nach Produkt unterschiedlich viele Wertschöpfungsstufen, die zum Wert des Produktes beitragen. Welchen Wert das Produkt am Ende dieser Wertschöpfungskette für den Endverbraucher hat, entscheidet nicht selten die Produkt- bzw. Unternehmensmarke und ihre Wahrnehmung durch den Endverbraucher. Folglich sind Marken ein Werttreiber für Unternehmenswerte und Markenführung in Unternehmen Bestandteil zentraler Strategieplanung. Je nach Stufe innerhalb der Wertschöpfungskette und dem Wettbewerbsumfeld unterscheiden sich allerdings Maßnahmen zum Aufbau und zur Positionierung von Unternehmens- und Produktmarke voneinander. Mit der "Intel Inside"-Kampagne gelang es dem amerikanischen Zulieferer Intel in den 90er-Jahren durch Kooperation mit führenden Computerherstellern, wie IBM, sowie aggressiver Kommunikationspolitik, eine Marke für seine Mikroprozessoren zu etablieren. Durch die Kommunikation der großen Relevanz der Mikroprozessoren für die Qualität eines Computers stieg die Nachfrage nach


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Product Details
  • ISBN-13: 9783668069787
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 28
  • Series Title: German
  • Sub Title: Eine Untersuchung auf Grundlage der Prinzipal-Agent-Theorie
  • Width: 148 mm
  • ISBN-10: 3668069786
  • Publisher Date: 29 Oct 2015
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 2 mm
  • Weight: 50 gr


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