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Markentransfer als Akzeptanztreiber bei der Einführung von innovativen Dienstleistungen: Eine Untersuchung am Beispiel Video on Demand in Deutschland

Markentransfer als Akzeptanztreiber bei der Einführung von innovativen Dienstleistungen: Eine Untersuchung am Beispiel Video on Demand in Deutschland

          
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About the Book

Bachelorarbeit aus dem Jahr 2013 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,2, Hochschule für Wirtschaft und Recht Berlin, Sprache: Deutsch, Abstract: Innovationen sind aus der Sicht des Unternehmens wichtig, um langfristig Erfolg in Märkten zu haben. Die Misserfolgsraten bei der Einführung einer Innovation sind allerdings hoch. Insbesondere Unternehmen im Bereich der Informationsdienstleistung und -erbringung führen eine Vielzahl an Innovationen ein. Die Innovationsausgaben mit 7,2 % des Branchengesamtumsatzes waren im Jahr 2010 vergleichsweise hoch. Im Jahr 2010 haben 77 % der Unternehmen dieser Branche ein innovatives Produkt einführen können. Video on Demand (VOD) gehört zu diesen innovativen technologiebasierten Dienstleistungen. Mit Video on Demand ist es dem Konsumenten möglich, aktuelle Videofilme vom Computer oder dem Smartphone jederzeit über das Internet abzurufen. Die Notwendigkeit eines Abspielgeräts für ein physisches Speichermedium - wie DVD oder Blu-Ray - entfällt. In Deutschland ist der Markt bisher überschaubar mit insgesamt 1,2 Millionen Konsumenten, die einen Umsatz von 11,6 Millionen Euro im Jahr 2012 erreicht haben. Das bekannte Medienunternehmen ProSiebenSat.1 Media konnte sich am VOD-Markt mit der neuen Marke Maxdome früh etablieren. Daneben konnte sich auch die Telekom mit der Marke "Videoload powered by Telekom" behaupten. Das Unternehmen hat sich dafür entschieden, im Markt mit einer Marke aufzutreten, die der Konsument bereits kennt, da "Telekom" ein wesentlicher Mar-kenbestandteil des Neuprodukts ist. Das Scheitern von 82 % aller Markentransfers lässt vermuten, dass sich ein Markterfolg nicht ausschließlich durch die Wahl der Markenstrategie erreichen lässt. Entscheidend ist auch, ob die Konsumenten eine Innovation grundsätzlich akzeptieren. Insbesondere ist eine Akzeptanz von technologischen Innovationen im Dienstleistungsbereich wichtig, da Informationssysteme und Internetdienste auf einem ständigen Nutzung


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Product Details
  • ISBN-13: 9783656503262
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 7 mm
  • Weight: 159 gr
  • ISBN-10: 3656503265
  • Publisher Date: 28 Sep 2013
  • Height: 210 mm
  • No of Pages: 116
  • Series Title: German
  • Sub Title: Eine Untersuchung am Beispiel Video on Demand in Deutschland
  • Width: 148 mm


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Markentransfer als Akzeptanztreiber bei der Einführung von innovativen Dienstleistungen: Eine Untersuchung am Beispiel Video on Demand in Deutschland
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Markentransfer als Akzeptanztreiber bei der Einführung von innovativen Dienstleistungen: Eine Untersuchung am Beispiel Video on Demand in Deutschland
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