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Innovationsmarketing in mittelständischen Unternehmen

Innovationsmarketing in mittelständischen Unternehmen

          
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About the Book

Studienarbeit aus dem Jahr 2011 im Fachbereich BWL - Marketing, Unternehmenskommunikation, CRM, Marktforschung, Social Media, Note: 1,3, FOM Hochschule für Oekonomie und Management gemeinnützige GmbH, Hochschulstudienzentrum Hamburg, Veranstaltung: Management of Small and Medium Sized Enterprises, Sprache: Deutsch, Abstract: Kleine und mittlere Unternehmen gelten als Rückgrat der Wirtschaft und Motor für Wachstum und Beschäftigung. Sie agieren in einem Umfeld, das geprägt ist von zunehmendem Wettbewerb und rasantem technologischem Fortschritt. Die Dynamik des Marktes fordert die kontinuierliche Erneuerung des Angebotes an Produkten und Dienstleistungen. Dabei reicht es nicht aus, innovative Technologien zu entwickeln. Angesichts der hohen Floprate bei neuen Produktideen gilt es einen Weg zu finden, einen Innovationsprozess zu etablieren und derart zu strukturieren, dass Ideen effektiv selektiert und die (zukünftigen) Bedürfnisse der Zielkunden integriert werden können. Entscheidend ist zudem, die neuen Produkte schnell und kundenorientiert am Markt zu platzieren. Diese Funktionen erfüllt das Innovationsmarketing, dessen Implementierung in mittelständischen Unternehmen Inhalt dieser Arbeit ist. Ziel der Arbeit ist, die spezifischen Gegebenheiten in KMU zu analysieren, in Bezug zum Innovationsmarketing zu setzen und daraus abzuleiten, wie bedeutend die Innovationstätigkeit und insbesondere das Innovationsmarketing für den Mittelstand sind. Die Begriffe Innovation und Innovationsmarketing werden im Kapitel Grundlagen zunächst definiert und anschließend das strategische Innovationsmarketing und Innovationserfolgsfaktoren näher erläutert. Nach der Definition mittelständischer Unternehmen folgt ein Überblick über die Innovationstätigkeit von KMU. Schließlich wird die Bedeutung und Umsetzung von Innovationsmarketing in mittelständischen Unternehmen anhand von Studien untersucht. In Kapitel 3 werden ein konkretes Beispiel für erfolgreiches Innovationsmarketing und die Beson


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Product Details
  • ISBN-13: 9783640963980
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 2 mm
  • Width: 140 mm
  • ISBN-10: 3640963989
  • Publisher Date: 21 Jul 2011
  • Height: 216 mm
  • No of Pages: 28
  • Series Title: German
  • Weight: 45 gr


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