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Nichtmarktstrategien in der Lebensmittelbranche. Wie reagieren Unternehmen richtig auf die Forderungen von Konsumenten?

Nichtmarktstrategien in der Lebensmittelbranche. Wie reagieren Unternehmen richtig auf die Forderungen von Konsumenten?

          
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About the Book

In Zeiten des globalen Wettbewerbs und zunehmender öffentlicher Aufmerksamkeit gewinnen Nichtmarktstrategien für Unternehmen immer mehr Bedeutung. Dabei handelt es sich um Maßnahmen in der gesellschaftlichen und politischen Umwelt, die zur Verbesserung oder zum Schutz der eigenen Marktposition dienen. Besonders die Lebensmittelbranche muss sich auf ihre Nichtmarktumwelt einstellen. Denn Konsumenten fragen zum Beispiel vermehrt gesunde und nachhaltige Produkte nach. Welche gesellschaftlichen und politischen Akteure hierbei eine Rolle spielen, erklärt Ibrahim Ruç in seiner Publikation. Dafür analysiert Ruç verschiedene Nichtmarktstrategien und stellt ihre jeweiligen Erfolgsfaktoren vor. Er plädiert dafür, dass Unternehmen auf Forderungen der Nichtmarktumwelt eingehen. Besonders der deutschen Lebensmittelindustrie empfiehlt er eine antizipative Nichtmarktstrategie. Aus dem Inhalt: - Strategisches Management; - Bio; - Stakeholder; - Marktstrategie; - Zuckersteuer
About the Author: Ibrahim Ruç schloss im August 2016 erfolgreich das Bachelor-Studium der Betriebswirtschaftslehre mit Vertiefungsrichtung International Management and Business an der Fachhochschule Lübeck ab und begann im Anschluss das Master-Studium im selben Fach, welches er im August 2018 mit der Note sehr gut abgeschlossen hat. Vor dem Studium schloss er eine kaufmännische Berufsausbildung ab und sammelte neben dem Studium Erfahrungen in Marketing- und Vertriebspositionen. Seine akademischen Interessen liegen in den Bereichen strategisches Management, Markt- und Branchenanalysen sowie den Finanz- und Kapitalmärkten.


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Product Details
  • ISBN-13: 9783960955214
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Studylab
  • Height: 210 mm
  • No of Pages: 96
  • Spine Width: 6 mm
  • Width: 148 mm
  • ISBN-10: 3960955219
  • Publisher Date: 08 May 2019
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 136 gr


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