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Wie Vertreibt Man Franchise-Systeme? Determinanten Der Akquisition Von Franchisenehmern

Wie Vertreibt Man Franchise-Systeme? Determinanten Der Akquisition Von Franchisenehmern

          
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About the Book

Diplomarbeit aus dem Jahr 2009 im Fachbereich BWL - Marketing, Unternehmenskommunikation, CRM, Marktforschung, Social Media, Note: 2,1, Ruhr-Universität Bochum, Sprache: Deutsch, Anmerkungen: Es handelt sich bei dieser Diplomarbeit um eine empirische Diplomarbeit, d.h. sie wurde über 6 Monate geschrieben und hat daher eine Stärke von insgesamt 141 Seiten (inkl. Literaturverzeichnis) erreicht. Es wurden für die Untersuchung 800 in Deutschland aktive Franchise-Systeme kontaktiert, von denen sich ein beachtlicher Teil anonym an der Umfrage beteiligt hat. Aus den Ergebnissen der Arbeit lässt sich der "Common Practice" der Franchisewirtschaft im Bezug auf die Nutzung verschiedener Akquisitionsinstrumente und wesentlicher Elemente rund um das Akquisitionsthema ableiten., Abstract: In den letzten Jahrzehnten ist eine ansteigende Anzahl von Franchise-Systemen zu beobachten. Aus dieser Entwicklung resultiert die Notwendigkeit, sich gegenüber anderen Franchise-Systemen bei der Akquirierung von Partnern durchsetzen zu müssen. Erst wenn ein Franchise-Geber potentielle Existenzgründer für seine Geschäftsidee begeistern konnte, kann er geeignete Franchise-Nehmer auszuwählen. In der Praxis müssen für die Zusammenstellung der Akquisitions-Instrumente systemspezifische Charakteristika - wie vorhandenes Kapital, Markenstärke, Höhe der Einstiegsgebühren, Branche und die Zielgruppe - berücksichtigt werden. Diese Charakteristika lassen sich im Rahmen einer theoretischen und empirischen Untersuchung als Determinanten für Akquisitionsstrategien interpretieren. In dieser Arbeit werden daher auf theoretischer Basis die Determinanten bestimmt, welche die Wahl der Akquisitionsinstrumente beeinflussen und daraus normative Handlungsanweisungen für die Kommunikationspolitik von Franchise-Systemen abgeleitet. Ziel dieser Diplomarbeit ist es, die Faktoren, welche es bei der Akquisition von Franchise-Nehmern zu beachten gilt, darzustellen und die erarbeiteten Determinanten mit Hilfe einer e


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Product Details
  • ISBN-13: 9783640399932
  • Publisher: Grin Verlag Gmbh
  • Binding: Paperback
  • Language: German
  • Returnable: Y
  • Spine Width: 9 mm
  • Width: 148 mm
  • ISBN-10: 3640399935
  • Publisher Date: 15 Aug 2009
  • Height: 210 mm
  • No of Pages: 156
  • Series Title: German
  • Weight: 213 gr


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