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Internationale Einführung von Produktinnovationen: Erscheinungsformen, Erfolgspotenziale, Problemfelder und Lösungsansätze

Internationale Einführung von Produktinnovationen: Erscheinungsformen, Erfolgspotenziale, Problemfelder und Lösungsansätze

          
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About the Book

Die vorliegende Arbeit kann und will keine allumfassende Darstellung der internationalen Markteinführung von Neuprodukten leisten. Vielmehr beleuchtet sie Erscheinungsformen der grenzüberschreitenden Einführung von Produktinnovationen und diskutiert wesentliche Erfolgspotenziale, Problemfelder und Lösungsansätze aus produktorientierter Perspektive. Ausgangspunkt der Untersuchung ist ein Modell der grenzüberschreitenden Einführung, das diese als übergreifenden Prozess versteht, der vier entscheidende Phasen umfasst: die Analyse, Planung, Implementierung und Kontrolle der grenzüberschreitenden Einführung. Daraus leiten sich zwei grundlegend unterschiedliche Möglichkeiten der internationalen Einführung von Produktinnovationen ab. Während eine offensiv angelegte Form auf die frühzeitige Eroberung des Gesamtmarktes abzielt, zeichnen sich gestaffelt angelegte Erscheinungsformen durch die schrittweise Gewinnung von Kundengruppen aus. Zur Festlegung der passenden Einführungsform bedarf es einer Identifikation zentraler Erfolgspotenziale. Eines von drei Erfolgspotenzialen, die in dieser Arbeit diskutiert werden, besteht in der geeigneten Wahl des grenzüberschreitenden Budgets. Dieses muss auf die Kostenintensität der gewählten Erscheinungsform abgestimmt sein und sollte entsprechend großzügig ausgelegt sein, denn erfolgreiche Einführungen verfügen tendenziell über ein höheres Budget als weniger erfolgreiche. Die zukunftsorientierte Positionierung stellt für das Unternehmen ein weiteres Erfolgspotenzial der grenzüberschreitenden Einführung dar. Vorteilhaft kann dabei sein, die Produktinnovation innerhalb der Wertschöpfungskette eines Gesamtsystems an jenen Stellen zu positionieren, die signifikanten Kundennutzen oder künftig erzielbare Gewinne versprechen. Das grenzüberschreitende Verständnis der Kundenanforderungen als drittes, wichtiges Erfolgspotenzial stützt sich auf die Kenntnis des Konsumentenverhaltens und der Aufgaben, welche der Kunde zu lösen hat. Bahnbrechende, rev
About the Author: Dr.-Ing. Stefan Sedlmaier entwickelt Produktinnovationen in einem internationalen Unternehmen und ist Autor zahlreicher Veröffentlichungen und Patente. Er studierte an der TU München und der Université de Lausanne, promovierte in Elektrotechnik und absolvierte ein wirtschaftswissenschaftliches Aufbaustudium mit dem Schwerpunkt Marketing an der Fernuniversität in Hagen.


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Product Details
  • ISBN-13: 9783836660365
  • Publisher: Diplomica Verlag Gmbh
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 3 mm
  • Weight: 109 gr
  • ISBN-10: 3836660369
  • Publisher Date: 26 Mar 2008
  • Height: 254 mm
  • No of Pages: 52
  • Series Title: German
  • Sub Title: Erscheinungsformen, Erfolgspotenziale, Problemfelder und Lösungsansätze
  • Width: 178 mm


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Internationale Einführung von Produktinnovationen: Erscheinungsformen, Erfolgspotenziale, Problemfelder und Lösungsansätze
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Internationale Einführung von Produktinnovationen: Erscheinungsformen, Erfolgspotenziale, Problemfelder und Lösungsansätze
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