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Strategisches Management. Change Management, Strategieimplementierung, Balanced Scorecard, Unternehmensethik

Strategisches Management. Change Management, Strategieimplementierung, Balanced Scorecard, Unternehmensethik

          
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About the Book

Einsendeaufgabe aus dem Jahr 2018 im Fachbereich Gesundheit - Sport - Sportökonomie, Sportmanagement, Note: 1,3, Deutsche Hochschule für Prävention und Gesundheitsmanagement GmbH, Veranstaltung: MBA Sport-/Gesundheitsmanagement, Sprache: Deutsch, Abstract: Bodo Müller möchte einen Wandel der Marketingstrategie der Gesundheits- und Medizintechnik AG initiieren, da er eine Veränderung des Marktes und des Kundenverhaltens absieht. Im Zuge einer Neuausrichtung der Marketingstrategie möchte er zukünftig die Bedürfnisse des sogenannten "C-Levels" ansprechen. Bodo Müller hat folgende Gründe für den Strategiewandel: Die Entscheidung über die Neuanschaffungen von Geräten wird nicht mehr von den Krankenhausärzten, sondern vermehrt von Administrationspersonal und Einkaufsabteilungen getroffen. Diese treffen ihre Kaufentscheidungen vielmehr aus ökonomischen Gründen als dies zuvor die Ärzte taten. Aufgrund der niedrigen staatlichen Finanzierung der Krankenhäuser in den vergangenen Jahren sind diese nicht imstande in neue Geräte zu investieren und es werden folglich eher ältere Geräte instandgehalten. Im Bereich der medizinischen Geräte ist aus verschiedenen weiteren Gründen für den deutschen Markt nur ein sehr geringes weiteres Marktwachstum zu erwarten. Unter Anderem ist das Budget der Krankenhäuser limitiert. Daher muss das Unternehmen zukünftig ganzheitliche Lösungen liefern, die die Effizienz in Krankenhäusern steigern, und sich damit über seine bisherige reine Technologie- und Ingenieurorientierung hinaus ausrichten.


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Product Details
  • ISBN-13: 9783346045430
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 24
  • Spine Width: 2 mm
  • Width: 148 mm
  • ISBN-10: 3346045439
  • Publisher Date: 11 Sep 2019
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 45 gr

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