Internationales Marketing im Unternehmen zwischen Standardisierung und Differenzierung
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Internationales Marketing im Unternehmen zwischen Standardisierung und Differenzierung

Internationales Marketing im Unternehmen zwischen Standardisierung und Differenzierung


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International Edition


About the Book

Studienarbeit aus dem Jahr 2002 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, Hochschule Bochum (-), Veranstaltung: Außenwirtschaft, Sprache: Deutsch, Abstract: Angesichts stagnierender und gesättigter Inlandsmärkte und einem zunehmenden internationalen Wettbewerbsdruck setzen sich seit geraumer Zeit Wissenschaft und Praxis verstärkt mit der Frage auseinander, inwieweit der langfristige Unternehmenserfolg durch eine Intensivierung der Geschäftstätigkeit auf Auslandsmärkten gesichert werden kann. Für die meisten Unternehmen stellt sich angesichts dieser Herausforderung weniger die Frage, ob sie ihre Geschäftstätigkeiten internationalisieren sollen, sondern wie sie ihre internationalen Aktivitäten erfolgreich gestalten können. Die in diesem Zusammenhang häufig geäußerte Forderung nach einem international abgestimmten Marketingkonzept knüpft dabei an die seit Mitte der 80er Jahre geführte Globalisierungsdiskussion an. Einerseits werden aufgrund einer veränderten internationalen Wettbewerbssituation Globalisierungsstrategien als die Überlebenschance angesehen. Die Verfechter der Globalisierung stellen dabei in erster Linie auf die Ähnlichkeiten zwischen Ländern bzw. Segmenten ab und sehen in der Standardisierung des Marketing-Mix oder einzelner Bereiche erhebliche Vorteile gegenüber einem länderspezifischen Vorgehen. Einen wesentlichen Beitrag zu diesem Prozess der Angleichung leisten eine kontinuierliche Verbesserung von Kommunikations- und Transporttechnologien, eine intensive internationale Marktkommunikation und der Transfer von Know-how und Personal international agierender Unternehmen in Auslandsmärkte. Dies bietet international tätigen Unternehmen die Möglichkeit, ihre Produkte und Dienstleistungen weltweit standardisiert anzubieten. Aus der länderübergreifenden Standardisierung der Marketing-Konzepte ergibt sich die Möglichkeit, dass die Entscheidungskompetenzen zentralisiert werden. Dies führt letztlich dazu, dass durch eine weltweite


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Product Details
  • ISBN-13: 9783668271159
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 4 mm
  • Width: 148 mm
  • ISBN-10: 3668271151
  • Publisher Date: 11 Jan 2017
  • Height: 210 mm
  • No of Pages: 64
  • Series Title: German
  • Weight: 145 gr


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