Diffusionsbeschleunigung durch virales Marketing by Eugen Schenfisch
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Diffusionsbeschleunigung durch virales Marketing

Diffusionsbeschleunigung durch virales Marketing


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About the Book

Das Fach Technologie- und Innovationsmanagement im berufsbegleitenden Masterstudiengang Wirtschaftsingenieurwesen an der Fachhochschule Münster wird mit den Worten "Die Fähigkeit, neue Ideen zu entwickeln und daraus entstehende Innovationen erfolgreich zu vermarkten, bestimmt heute mehr denn je über die wirtschaftliche Dyna1mik und den gesellschaftlichen Wohlstand", eingeleitet. Weiter heißt es, dass es für Unternehmen unabdingbar sei, sich mit dem zielgerichteten Management von Innovationen auseinander zu setzen, um der Konkurrenz mit innovativen Technologien, Produkten und Verfahren einen Schritt voraus zu sein. Dabei soll Management als "bewusste Gestaltung, also die Planung, Steuerung, Durchführung und Kontrolle" von Rahmen-bedingungen, Ressourcen und Prozessen verstanden werden. Daraus abgeleitet bedeutet Management von Innovationen die zielgerichtete Forschung, Entwicklung Einführung und Durchsetzung von Neuerungen. Gerade dem letzteren Punkt kommt eine stärkere Bedeutung, angesichts knapper werdender Marketingbudgets auf der einen und einer zunehmender Reizüberflutung der Konsumenten auf der anderen Seite, zu. "When it comes to getting a message out with little time, minimal budgets, and maximum effect, nothing on earth beats a virus" (Rayport, 1996) . In diesem Zusammenhang beschäftigt sich die vorliegende Hausarbeit mit der Frage, inwieweit das sog. "Virale Marketing" dazu betragen kann, die Diffusion von Innovationen zu beschleunigen. Dazu wird zunächst der aktuelle Stand der Forschung vorgestellt, indem Schlüsselbegriffe aufgeführt und gegeneinander abgegrenzt werden. Folglich weisen die ersten beiden Kapitel deskriptiven Charakter auf. Im Anschluss daran findet eine konvergente Betrachtung beider Forschungszweige statt, die in einer Bewertung in Bezug auf die o.g. Fragestellung mündet. Eine Zusammenfassung der gewonnen Erkenntnisse rundet diese Arbeit schließlich ab.


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Product Details
  • ISBN-13: 9783956368301
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 2 mm
  • Width: 148 mm
  • ISBN-10: 3956368304
  • Publisher Date: 09 Jun 2015
  • Height: 210 mm
  • No of Pages: 28
  • Series Title: German
  • Weight: 100 gr


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