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Betriebsform, Markt Und Strategie

Betriebsform, Markt Und Strategie


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About the Book

Ein Modell flir die Betriebsform als Handelsmarke ist neu. Beschreiben, Klas- sifizieren und Verstehen domininiert bislang die Fachliteratur zum Thema Be- triebsform und Handel. Demgegeniiber wird hier die Frage nach der Ent- deckung von Marktnischen mit Hilfe eines okonomischen Modells aufgeworfen, das auch zur Kennzeichnung von Strategien zur Besetzung vermuteter Marktni- schen tauglich ist. Der Weg dahin wird kiar, knapp und prazise erHi.utert. Die Operationalisierung des "markenahnlich" wirkenden Profils (Strategien) von Betriebsformen des Handels auf Kunden und Konkurrenten ist eine unbesetzte Marktnische in der handelsbetrieblichen Literatur, die Woratschek erstmals und kompetent besetzt. Die Modellstruktur wird durch neuartige, emergente Ver- kniipfungen okonomischer (auch informationsokonomischer) sowie verhaltens- wissenschaftlicher Theoriebausteine anwendungsorientiert gepragt. Angesichts bislang eher verbaler Beitrage gelingt dem Verfasser konzeptionell ein "Durchbruch", vielleicht jenem durch Oberparleiter gepragten Denken in Handelsfunktionen vergleichbar, diesem Wurf nicht inhaltlich, aber in der Bedeutung entsprechend. Mit einer handworterbuchreifen Literaturzusammen- fassung markiert der Verfasser zunachst die unzureichende Integration theoreti- scher Konstrukte (wie etwa Handelsleistung und Kundenzufriedenheit) in die Be- triebsformentheorien des Handels. Die Struktur des Nachfragemodells von Lancaster (1966) wird durch Modellum- bau mit Elementen der Verhaltenswissenschaften derart verkniipft, daB Konkur- renzbeziehungen unter den Anbietem (anders als im Defender Modell von HauserlShugan) unter Einbindung der Oligopoltheorie und informationsokono- mischer Bauelemente im Modell analysiert werden konnen. Die Funktionsweise seines Modells zeigt Woratschek abschlieBend an einem praktischen Fall. Das Modell ermoglicht eine bislang nicht gekannte Analyse und Beurteilung strategischer Optionen.


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Product Details
  • ISBN-13: 9783409136631
  • Publisher: Gabler Verlag
  • Publisher Imprint: Gabler Verlag
  • Edition: 1992 ed.
  • Language: German
  • Returnable: N
  • Spine Width: 14 mm
  • Width: 148 mm
  • ISBN-10: 3409136630
  • Publisher Date: 01 Jan 1992
  • Binding: Paperback
  • Height: 210 mm
  • No of Pages: 237
  • Series Title: Neue Betriebswirtschaftliche Forschung (Nbf)
  • Weight: 367 gr


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