Möglichkeiten und Grenzen einer effektiven internationalen Markenführung
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Möglichkeiten und Grenzen einer effektiven internationalen Markenführung

Möglichkeiten und Grenzen einer effektiven internationalen Markenführung


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About the Book

Inhaltsangabe: Einleitung: Gesättigte Inlandsmärkte und zunehmender internationaler Wettbewerbsdruck führen dazu, dass Unternehmen ihre Geschäftstätigkeit über die nationalen Grenzen hinaus ausdehnen, um sich langfristig ihren Unternehmenserfolg zu sichern. Eine Reihe von Faktoren sind ausschlaggebend für diese Entwicklung. Zum einen sind die Entfernungen durch den infrastrukturellen Ausbau und die Entwicklung modernster Verkehrs- und Transportsysteme deutlich schneller zu bewältigen als früher. Zum anderen sinken die Transportkosten durch zunehmenden Wettbewerb in der Speditionsbranche sowie durch den Einsatz energiesparender Technologien. Außerdem haben viele Unternehmen eigene Produktions- und Vertriebsstätten im Ausland, die ihnen Kostenvorteile durch günstigere Produktionsfaktoren bringen und damit den Markteintritt erleichtern. Auch die Liberalisierung im zwischenstaatlichen Handel fördert den Eintritt in einen neuen Ländermarkt, da durch die Senkung und teilweise Aufhebung von Zöllen wesentliche Kosten und Abgaben eingespart werden können. Der explosionsartige Anstieg der Leistungsfähigkeit modernster internationaler Informations- und Kommunikationssysteme wie z.B. das Internet ermöglichen einen schnellen und direkten Informationsaustausch zwischen Mutterunternehmen im Inland und Tochterunternehmen im Ausland. Diese Entwicklung trägt dazu bei, dass die Herausforderungen globaler Märkte einem Unternehmen neue Chancen bieten. Durch die Globalisierung der Unternehmenstätigkeit können zum einen Skalenerträge über die Ausnutzung von Mengeneffekten oder Spezialisierungsvorteilen (economy of scale) realisiert werden. Zum anderen können Verbundvorteile (economy of scope) durch die Erhöhung von Innovationspotenzial durch Lerneffekte und Ressourcenbündelung sowie eine internationale Sicherung der Qualitätsführerschaft durch einen Know-how-Transfer im Umgang mit Technologie und Konsumentenbedürfnissen erzielt werden. Theodore Levitt löste Anfang der 80er Jahre durch d


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Product Details
  • ISBN-13: 9783838643717
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 3 mm
  • Width: 148 mm
  • ISBN-10: 3838643712
  • Publisher Date: 02 Aug 2001
  • Height: 210 mm
  • No of Pages: 56
  • Series Title: German
  • Weight: 136 gr


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Möglichkeiten und Grenzen einer effektiven internationalen Markenführung
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