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Spezifische Probleme beim Marketing technologieintensiver Systemprodukte für industrielle Erstkäufer und Ansätze zu ihrer Lösung

Spezifische Probleme beim Marketing technologieintensiver Systemprodukte für industrielle Erstkäufer und Ansätze zu ihrer Lösung

          
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About the Book

Inhaltsangabe: Einleitung: Durch die steigende Dynamik der technologischen Entwicklung wird die Diffusion innovativer Technologien in den unterschiedlichsten Branchen weiter vorangetrieben. Die Einführung von neuen Technologien bildet in vielen Branchen den Schlüssel zum Unternehmenserfolg. Infolge weitgehendst gesättigter Märkte wird es zunehmend schwieriger, die Wettbewerbsfähigkeit eines Unternehmens zu erhalten oder auszubauen. Eine technologieinduzierte Erneuerungsstrategie stellt vor diesem Hintergrund einen Schlüsselfaktor für das Unternehmen dar. Folglich wäre eine zunehmende Investitionstätigkeit der Unternehmen in Systemtechnologien zu erwarten. Diese bleibt jedoch tatsächlich weit hinter den Erwartungen zurück. Die ausbleibende Investitionstätigkeit im Geschäft mit Systemtechnologien, dessen typische Bereiche die Märkte für Computer? und Netzwerktechnik, Bürokommunikation, Telekommunikation und Fertigungsautomation sind, begründen insbesondere die auf der Nachfragerseite bestehenden Probleme im Entscheidungs- und Implementierungsprozess für neue Systemtechnologien. Bei diesen zum Teil erheblichen Problemen im Systemgeschäft setzt die vorliegende Arbeit an. Schwierigkeiten entstehen aber nicht nur bei den potentiellen Käufern der Systemtechnologie. Vielmehr ergeben sich aus den Problemen der potentiellen Käufer neue Anforderungen an das Marketing der Anbieter solcher Technologien. Denn vor dem Hintergrund der konsequenten Kundenorientierung, dem wohl wichtigsten Erfolgsfaktor unserer Zeit, muss die primäre Aufgabe des Anbieters darin bestehen, spezifische Lösungen für die Probleme des Kunden anzubieten. Diese Problemlösungen umfassen zwangsläufig eine Reihe von Dienstleistungen. Neben den materiellen Bestandteilen eines Gutes kommen folglich den immateriellen Bestandteilen, d.h. den Dienstleistungen, eine überragende Bedeutung zu. Die vorliegende Arbeit soll am Beispiel des Computer Integrated Manufacturing (CIM) die verschiedenen Problembereiche der A


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Product Details
  • ISBN-13: 9783838607092
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 5 mm
  • Width: 148 mm
  • ISBN-10: 3838607090
  • Publisher Date: 04 Mar 1998
  • Height: 210 mm
  • No of Pages: 80
  • Series Title: German
  • Weight: 113 gr


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