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Neue Absatzwege für Mittelständler auf internationalen Märkten: Eine Analyse von Call-Centern und Internet als Marketinginstrumente auf neuen Märkten

Neue Absatzwege für Mittelständler auf internationalen Märkten: Eine Analyse von Call-Centern und Internet als Marketinginstrumente auf neuen Märkten

          
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About the Book

Inhaltsangabe: Einleitung: Zunehmende Wettbewerbsintensität durch steigende Komplexität und Dynamik der sozialen, wirtschaftlichen, technologischen und politisch-rechtlichen Rahmenbedingungen erfordert ein Umdenken in vielen Bereichen der deutschen Unternehmenslandschaft. In den vergangenen Jahrzehnten führten verminderte Transaktionskosten zu einem immer weiteren Zusammenwachsen der internationalen Märkte. Neue, ausländische Konkurrenten tauchten auf dem deutschen Markt auf und bedrohten aufgrund von Produktivitätsvorteilen oder Wechselkursverzerrungen vor allem die deutschen Mittelständler. Diese erfuhren stärkere Konkurrenz, nicht nur durch neue, ausländische Mitbewerber. Auch Großunternehmen sind aufgrund von Änderungen in der Prozeßtechnologie zunehmend in der Lage, flexibler, schneller und in kleineren Stückzahlen auf Marktanforderungen zu reagieren. Um unter dieser steigenden Wettbewerbsintensität weiterhin in Marktnischen mit einem Kern-Produkt-Sortiment bestehen zu können, müssen die Mittelständler ihren Aktionsradius ausdehnen. Internationalisierung ist somit nicht mehr nur ein Thema der Großbetriebe, sondern wird in Zukunft auch die Aufmerksamkeit der mittelständischen Unternehmer fordern. Finanzielle sowie personelle, aber auch Besonderheiten im Marketing von KMU machen, im Vergleich zu Großunternehmen, andere Marktangangsstrategien vonnöten. Mit der "traditionellen" Phasenabfolge der Internationalisierung, vom indirekten Export über das Vertriebsbüro bis zum Aufbau einer Tochtergesellschaft, würde die Erreichung einer globalen Ausrichtung einen sehr langwierigen Prozeß bedeuten, da nur eine sukzessive und nicht parallele Marktbearbeitung in verschiedenen Ländern möglich ist. Für die mittelständischen Unternehmen muß es also darum gehen, Formen des Auslandsgeschäfts zu finden, welche - die Risiken minimieren. - die eigenen finanziellen, personellen Kapazitäten nicht sprengen. - dem Kunden die geforderte Flexibilität und Schnelligkeit halten. - den


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Product Details
  • ISBN-13: 9783838615325
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 10 mm
  • Weight: 222 gr
  • ISBN-10: 3838615328
  • Publisher Date: 30 Apr 1999
  • Height: 210 mm
  • No of Pages: 164
  • Series Title: German
  • Sub Title: Eine Analyse von Call-Centern und Internet als Marketinginstrumente auf neuen Märkten
  • Width: 148 mm


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Neue Absatzwege für Mittelständler auf internationalen Märkten: Eine Analyse von Call-Centern und Internet als Marketinginstrumente auf neuen Märkten
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