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Entwicklung eines Marken-Risikomanagements

Entwicklung eines Marken-Risikomanagements


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About the Book

Masterarbeit aus dem Jahr 2017 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1.3, Sprache: Deutsch, Abstract: Diese Master Thesis mit dem Titel "Entwicklung eines Marken-Risikomanagements unter besonderer Berücksichtigung eines Marken-Risiko-Früherkennungssystems" behandelt ein hochaktuelles und relevantes Problem aus dem Forschungsgebiet des Risikomanagements, insbesondere des Risikomanagements für Marken. Gerade im Zuge der Globalisierung, Digitalisierung und einem angeheizten Wettbewerb unterliegen Marken verstärkt sowohl externen als auch internen Risiken. Ziel der Arbeit ist es folglich ein ganzheitliches Konzept zu entwickeln, um die Marke vor solchen Risiken zu schützen. Bei dieser Master Thesis handelt es sich um eine Literaturarbeit in Verbindung mit einem Fallbeispiel. Dabei wird eine Gewichtung vorgenommen, die eine eigene Abhandlung und kritische Auseinandersetzung mit der verwerteten Literatur darstellt, da die zurzeit vorherrschenden Modelle hinsichtlich eines Marken-Risikomanagements deutliche Schwächen aufzeigen. Der Argumentation wird ein Fallbeispiel herangezogen, um folglich als Entkräftung der theoretischen Ausführungen zu dienen. Im Rahmen dieser Vorgehensweise werden auch die beiden Fragen "Inwieweit vermindert ein Marken-Risikomanagement die Eintrittswahrscheinlichkeit und/oder das Schadensausmaß von Markenrisiken?" und "Welche Rolle spielen Frühwarnindikatoren und deren Toleranzgrößen bei dem Schutz der Marke?" beantwortet. Die Ausarbeitungen werden zeigen, wie wichtig es heutzutage ist ein Risikomanagement speziell für eine Marke zu betreiben. Die Implementierung eines gezielten Ablaufs, im Sinne einer Identifikation und Früherkennung, Analyse und Bewertung sowie Steuerung und Überwachung von Markenrisiken zur Vermeidung von Verlusten bzw. Schäden, dient folglich dem ganzheitlichen Schutz der Marke und somit zur fortwährenden Sicherung des Unternehmens.
About the Author: Dr. Michael Müller, LL.M. (Austin), Wirtschaftsjurist (Univ. Bayreuth) Jahrgang 1981; 2002-2008 Studium der Rechtswissenschaft mit wirtschaftswissenschaftlicher Zusatzausbildung (Bayreuth); 2008-2010 wissenschaftlicher Mitarbeiter bei Prof. Dr. Stefan Leible (Bayreuth); 2010-2011 LL.M.-Studium (Austin, Texas); 2011 Promotion ("Finanzinstrumente in der Rom I-VO"); 2011-2013 Referendariat (Berlin); seit 2014 Akademischer Rat bei Prof. Dr. Stefan Leible (Bayreuth).


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Product Details
  • ISBN-13: 9783668401914
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Sub Title: Unter besonderer Berücksichtigung eines Marken-Risiko-Früherkennungssystems
  • Width: 148 mm
  • ISBN-10: 3668401918
  • Publisher Date: 30 Mar 2017
  • Height: 210 mm
  • No of Pages: 120
  • Spine Width: 7 mm
  • Weight: 218 gr


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