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Technik zur Schätzung von Diffusionsparametern radikaler Produktinnovationen

Technik zur Schätzung von Diffusionsparametern radikaler Produktinnovationen

          
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About the Book

Doktorarbeit / Dissertation aus dem Jahr 2014 im Fachbereich BWL - Sonstiges, Universität Ulm, Sprache: Deutsch, Abstract: Die Prognose von Absatzzahlen innovativer Produkte und Dienstleistungen stellt Manager seit jeher vor große Herausforderungen. Zugleich sind diese Absatzzahlen unerlässlich für die weitere Planung des Marketings, der Produktion und der dazu nötigen Mitarbeiter sowie zur Abwägung von Entscheidungen, welche die finanzielle Situation eines Unternehmens betreffen. So zeigen Studien, dass ein effektiver Marktstart ein kritischer Treiber für den wirtschaftlichen Erfolg eines Produktes ist. Dass die Absatzprognose ein kritischer Erfolgsfaktor für einen effektiven Marktstart ist, soll an Hand zweier Fälle aufgezeigt werden. Dabei werden die Situationen betrachtet, in denen eine Unter- oder eine Überschätzung der Absatzzahlen stattfindet. Beiden Szenarien ist gemein, dass die Wirtschaftswelt an Dynamik gewonnen hat. Darunter ist zu verstehen, dass sich Innovationszyklen verkürzen. Dies wird durch den anhaltenden, technologischen Fortschritt in vielen Branchen begründet. Weiter herrscht ein gestiegener Wettbewerbsdruck durch den Eintritt von Konkurrenten aus Fernost, welche einen starken Kostendruck ausüben. Diese können in kürzester Zeit ein Produkt imitieren und es sogleich auf dem Markt zur Verfügung stellen. Aus theoretischer Sicht sorgt dies dafür, dass der Pionier seine höheren Entwicklungskosten in kürzerer Zeit amortisieren muss. Im ersten Fall, wenn die Absatzzahlen unterschätzt werden, sind nötige Strukturen im Unternehmen nicht für die tatsächliche Nachfrage ausgelegt. Diese wird vom eigenen Unternehmen nicht in ausreichendem Maße befriedigt, was einem schnellen zweiten Konkurrenten die Möglichkeit bietet, sein eigenes Imitat erfolgreich am Markt zu positionieren. Beim Pionier führt dieser Fall nicht nur zu direkten Mindereinnahmen, weil die Nachfrage nicht befriedigt wird, sondern auch zu einem Reputationsverlust, was sich auch auf ander


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Product Details
  • ISBN-13: 9783668222571
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 16 mm
  • Width: 148 mm
  • ISBN-10: 3668222576
  • Publisher Date: 07 Sep 2016
  • Height: 210 mm
  • No of Pages: 276
  • Series Title: German
  • Weight: 362 gr


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