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Mechanismen zur Signalisierung von nicht beobachtbarer Produktqualität

Mechanismen zur Signalisierung von nicht beobachtbarer Produktqualität

          
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About the Book

Studienarbeit aus dem Jahr 2013 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, Universität Stuttgart (Betriebswirtschaftlichen Institut der Universität Stuttgart), Sprache: Deutsch, Abstract: Das Signaling von nicht beobachtbarer Produktqualität ist ein aktuelles Forschungsthema, das in den letzten Jahren an enormer Bedeutung gewonnen hat. Eine Vielzahl an Mechanismen zur Signalisierung nicht beobachtbarer Produktqualität ist daraus entstanden. Ziel der vorliegenden Arbeit ist es einige wichtige, in der Praxis genutzte Mechanismen zu erfassen und zu erläutern, sowie einen grundlegenden Überblick über die bisher in der Forschung entwickelten Ansätze zur Klassifikation der Signale zu geben. Dazu werden in Kapitel 2 zunächst die wichtigsten konzeptionellen Grundlagen und Definitionen der Signaling-Theorie knapp umrissen. Ausgehend vom Begriff der Erfahrungsgüter erfolgt eine kurze kausale Ableitung zur Signalingtheorie und eine Beschreibung der Motivation für ihren Einsatz. In Kapitel 3 werden einige in der Praxis häufig verwendete Signale näher betrachtet. Die Signale Marke, Werbeausgaben, Preis und Garantie finden in den nachfolgenden, verschiedenen Klassifikationsansätzen erneut Berücksichtigung, weshalb ihre Beschreibung bereits an dieser Stelle erfolgt. Dabei wird besonders auf das übergeordnete Signal der Marke eingegangen. Im 4. Kapitel wird die Leitfrage der Arbeit "Welche Ansätze zur Klassifizierung von Signalen gibt es?" beantwortet. Dabei erfolgt eine Fokussierung auf die in der Marketingliteratur allgemein anerkannten und etablierten Klassifikationsansätze und eine Zuordnung der in Kapitel 3 beschriebenen Signale zu den Klassen. Kapitel 5 fasst die Ergebnisse der Arbeit zusammen und leitet mögliche Implikationen für das Management daraus ab. Zusätzlich wird ein Ausblick auf zukünftige Fragestellungen der Signaling-Theorie und der Klassifikation von Signalen gegeben.


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Product Details
  • ISBN-13: 9783668100015
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 2 mm
  • Width: 148 mm
  • ISBN-10: 3668100012
  • Publisher Date: 02 Dec 2015
  • Height: 210 mm
  • No of Pages: 24
  • Series Title: German
  • Weight: 45 gr


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