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Markenkooperation - Ein innovativer Kooperationsansatz auf der Marketing-Ebene

Markenkooperation - Ein innovativer Kooperationsansatz auf der Marketing-Ebene

          
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About the Book

Studienarbeit aus dem Jahr 2003 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, Fontys University of Applied Sciences, Veranstaltung: Individual Topic, Sprache: Deutsch, Abstract: Immer mehr Unternehmen sind davon überzeugt, dass sich durch die regelmäßige Einführung neuer Produkte der Unternehmenserfolg verbessern lässt. Zum einen werden dadurch Produkte, die sich bereits in der Sättigungsphase ihres Lebenszyklus befinden rechtzeitig abgelöst, und zum anderen kann man sich durch neue Produkte auch neue Märkte erschließen und deren Potential ausschöpfen. Aber die Floprate, das heißt der Anteil von Fehlschlägen bei der Einführung neuer Produkte, beträgt je nach Markt zwischen 33% und 90%. Mit ein Grund dafür sind die hohe Marktsättigung, die Globalisierung der Märkte und die damit verbundene Verschärfung des Wettbewerbsdrucks. Vor diesem Hintergrund haben Marken und deren Management in den letzten Jahren zunehmend an Bedeutung in der Unternehmenspolitik erlangt. Die eingesetzte Markenstrategie wird von Markenartikelherstellern als Schlüsselfaktor für den Erfolg neuer Produkte und die Marke selbst oft als wichtigstes absatzpolitisches Instrument einer Unternehmung bezeichnet. Auf der Suche nach Möglichkeiten die Erfolgsaussichten neuer Produkte zu verbessern, bietet sich infolgedessen auch die Bildung von Markenkooperationen an. Durch die Erfassung und Strukturierung möglicher Formen von Markenkooperationen soll deshalb deren Bedeutung für das heutige Marketing ausgearbeitet werden. "Derzeit ist der Erfolgsfaktor Marke in aller Munde. Die Markenführung erfährt eine ungeahnte Renaissance" (vgl. Meffert 2000, S. III). Diese Aussage Mefferts zeigt, dass sich auf Dauer nur starke Marken, die das Verhalten von Käufern beeinflussen und steuern, erfolgreich behaupten und die neuen Marktbedingungen meistern können. Durch Markenpartnerschaften können Image und Marktposition der beteiligten Marken gestärkt werden, indem die Synergien der Partner genutz


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Product Details
  • ISBN-13: 9783638711401
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 3 mm
  • Width: 148 mm
  • ISBN-10: 3638711404
  • Publisher Date: 03 Aug 2007
  • Height: 210 mm
  • No of Pages: 56
  • Series Title: German
  • Weight: 86 gr


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