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Strategische Kooperationen im Profifußball: Am Beispiel der Partnerschaft des FC Bayern München mit der Deutschen Telekom AG

Strategische Kooperationen im Profifußball: Am Beispiel der Partnerschaft des FC Bayern München mit der Deutschen Telekom AG

          
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About the Book

Inhaltsangabe: Einleitung: Nur wenige Wirtschaftsbereiche bleiben heute unberührt von Allianzen und Strategischen Kooperationen. Speziell in der Dienstleistungsindustrie sind sie stark ausgeprägt. Ein gutes Beispiel ist die deutsche Fluggesellschaft Lufthansa, die schon seit Jahren mit anderen internationalen Fluglinien im Verbund der Star Alliance kooperiert. Auch in anderen Branchen ist es für viele Unternehmen unmöglich geworden, die gesamten Aktivitäten der Wertschöpfungskette allein abzudecken. Somit werden Strategische Kooperationen zu einem äußerst wichtigen Erfolgsfaktor der wirtschaftlichen Aktivität von Unternehmen. Die Anzahl der über Landes- und Branchengrenzen hinaus geschlossenen Kooperationen wächst seit Jahren rapide an. Die Unternehmensberatung Accenture schätzt, „dass jedes amerikanische Unternehmen mit mindestens zwei Mrd. Dollar Jahresumsatz von 1996 bis 1999 durchschnittlich 138 Allianzen eingegangen ist." Während Fusionen und Akquisitionen im Rampenlicht der Öffentlichkeit stattfinden, werden die meisten Strategischen Kooperationen allerdings oft unbemerkt zum Abschluss gebracht. Doch gerade sie sind der Wachstumsmotor für viele internationale Unternehmen, die mit einem intensiveren globalen Wettbewerb und einem schnellen technologischen Wandel konfrontiert sind. Während das Phänomen der Strategischen Kooperation nicht nur in der Praxis, sondern auch in der betriebswirtschaftlichen Literatur breite Beachtung findet, ist die Relevanz von Strategischen Kooperationen im Profifußball dagegen bislang kaum untersucht worden. Jedoch steigt auch in diesem Bereich die Zahl langfristiger Partnerschaften. Im Rahmen von Sponsoring-Verhandlungen wird von neuen Ausmaßen der Zusammenarbeit zwischen Unternehmen (Sponsor) und Verein (Gesponserter) gesprochen, die einer „Strategischen Kooperation" gleichkommen würden. Als Konsequenz der wachsenden Kommerzialisierung und Internationalisierung des Profisports wandeln sich Fußballvereine zu professionell geführt


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Product Details
  • ISBN-13: 9783838685489
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 9 mm
  • Weight: 217 gr
  • ISBN-10: 3838685482
  • Publisher Date: 13 Feb 2005
  • Height: 210 mm
  • No of Pages: 160
  • Series Title: German
  • Sub Title: Am Beispiel der Partnerschaft des FC Bayern München mit der Deutschen Telekom AG
  • Width: 148 mm


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