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Internationalisierungsstrategien von Luxusmarken

Internationalisierungsstrategien von Luxusmarken

          
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About the Book

Diplomarbeit aus dem Jahr 2008 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 3,0, Universität Bremen, Veranstaltung: Innovatives Markenmanagement, Sprache: Deutsch, Abstract: Ziel dieser Arbeit soll es zum einen sein, praxisnah aufzuzeigen wie Luxusmarken international tätig werden. Es soll also insbesondere die Frage nach der tatsächlichen Umsetzung von Internationalisierungsstrategien von Luxusmarken in der Praxis beantwortet werden und nicht lediglich theoretisch dargestellt werden, wie Luxusmarken international tätig werden sollten. Weitere Zielsetzung der Arbeit ist es, anhand der Forschungsergebnisse Aspekte herauszuarbeiten, die insbesondere bei der Internationalisierung von Luxusmarken als besonders relevant erscheinen. Im Anschluss an dieses Kapitel werden in Kapitel 2 die theoretischen Grundlagen der Arbeit vorgestellt, die dem Verständnis der weiteren Kapitel dienen. Kapitel 2.1 stellt zunächst die Entstehung und Wirkung von Marken im Verständnis der identitätsorientierten Markenführung dar. Darauf aufbauend werden Luxusmarken gegenüber anderen Formen von Marken abgegrenzt und deren Besonderheiten aufgezeigt. Das Kapitel 2.2 widmet sich daraufhin ausgewählten Grundlagen von Internationalisierungsstrategien. Dieses Kapitel erläutert knapp einige Formen von Markteintritts- bzw. Marktbearbeitungsstrategien, die Konfigurations- und Leistungsstrategien sowie die länderübergreifende Timingstrategie. Der theoretische Teil endet in Kapitel 2.3 mit einem Abschnitt zu einigen Aspekten der Internationalisierung von Luxusmarken. Das Kapitel 3 bildet den Hauptteil dieser Arbeit und stellt Internationalisierungsstrategien der Luxusmarkenunternehmen Bulgari, Giorgio Armani und Escada bzgl. deren Luxusmarken dar. In Kapitel 4 erfolgt daraufhin eine Diskussion der Ergebnisse und Implikationen werden abgeleitet. Grundlegend für dieses Kapitel ist das in Kapitel 2.1 dargestellte Verständnis von Marken und Luxusmarken. Kapitel 5 bildet mit einer kurzen S


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Product Details
  • ISBN-13: 9783640289462
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 106
  • Series Title: German
  • Weight: 149 gr
  • ISBN-10: 3640289463
  • Publisher Date: 15 Mar 2009
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 6 mm
  • Width: 148 mm


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