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Markenentwicklung und Markenkommunikation als Herausforderung in der Gründungsphase von Start-Ups: Eine empirische Untersuchung aus dem MHMK Umfeld

Markenentwicklung und Markenkommunikation als Herausforderung in der Gründungsphase von Start-Ups: Eine empirische Untersuchung aus dem MHMK Umfeld

          
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About the Book

Bachelorarbeit aus dem Jahr 2013 im Fachbereich Medien / Kommunikation - Forschung und Studien, Note: 1,0, Macromedia Fachhochschule der Medien München, Sprache: Deutsch, Abstract: Im Rahmen der vorliegenden Bachelorarbeit mit dem Titel "Markenentwicklung und Markenkommunikation als Herausforderung in der Gründungsphase - Eine empirische Untersuchung der Start-Ups aus dem MHMK Umfeld" wurden neben den Erfolgsfaktoren und Herausforderungen, die sich Gründern in der Anfangsphase ihrer Unternehmung speziell im Bereich Markenführung und im Allgemeinen stellen, auch die Diskrepanzen zwischen dem, was die Förderszene bereits an Unterstützung bietet und dem was sich Gründer wünschen, herausgearbeitet. Um darüber bedeutende Erkenntnisse zu erhalten, wurde mit den 24, bereits aus der MHMK entstandenen, Jungunternehmen eine standardisierte Befragung durchgeführt. Qualitative Leitfadeninterviews mit ausgewählten Gründern im Anschluss sollen diese Erkenntnisse vertiefen. Die ausführlichen Recherchearbeiten im Vorfeld und die darauf aufbauende empirische Untersuchung zeigen, dass viele der Gründer bei verschiedenen Aspekten, vor allem in einzelnen Marketing- und betriebswirtschaftlichen Bereichen, Defizite aufweisen. Das Thema Markenentwicklung spielt während der Gründungsphase nicht die wesentliche Rolle. Hierbei ergaben sich durchweg positive Ergebnisse seitens der Kompetenzen der Gründer, da die fachliche Ausbildung der Hochschule scheinbar als gute Grundlage diente. Auch in der Kommunikation setzen die Gründer ihr angeeignetes Wissen optimal um. Des Weiteren besteht an der MHMK Nachholbedarf was die Vorbereitung, gerade der zuvor genannten, betriebswirtschaftlichen Aspekte betrifft. Wozu die Untersuchung im speziellen keine Ergebnisse erbringen konnte, ist der langwierige Erfolg der einzelnen Unternehmen. Die Unternehmen befinden sich momentan noch in den ersten Jahren nach der Gründung.


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Product Details
  • ISBN-13: 9783668053847
  • Publisher: Grin Verlag
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 6 mm
  • Weight: 267 gr
  • ISBN-10: 3668053847
  • Publisher Date: 15 Jan 2016
  • Height: 297 mm
  • No of Pages: 104
  • Series Title: German
  • Sub Title: Eine empirische Untersuchung aus dem MHMK Umfeld
  • Width: 210 mm


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Markenentwicklung und Markenkommunikation als Herausforderung in der Gründungsphase von Start-Ups: Eine empirische Untersuchung aus dem MHMK Umfeld
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Markenentwicklung und Markenkommunikation als Herausforderung in der Gründungsphase von Start-Ups: Eine empirische Untersuchung aus dem MHMK Umfeld
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