Management- und Marketing-Ethik by Jens Neuhuttler
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Management- und Marketing-Ethik

Management- und Marketing-Ethik


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About the Book

Studienarbeit aus dem Jahr 2012 im Fachbereich BWL - Marketing, Unternehmenskommunikation, CRM, Marktforschung, Social Media, Note: 1,0, Universität Hohenheim (Institut für Marketing & Management), Veranstaltung: Marketing & Management Insights, Sprache: Deutsch, Abstract: In nahezu allen Lebenssituationen werden Menschen mit unterschiedlichen Formen von Verhandlungen konfrontiert. Neben Verhandlungen mit Freunden, Kollegen und Familienmitgliedern, verbringen viele Arbeitsnehmer einen erheblichen Teil ihrer Arbeitszeit in Geschäftsverhandlungen. Da sie als Vertreter von gewinnmaximierenden Unternehmen handeln, geraten sie häufig unter enormen Erfolgsdruck. Um den Erwartungen zu entsprechen, erscheint es vielen Manager lohnenswert, sich durch opportunistische und unfaire Verhaltensweisen einen Vorteil zu verschaffen. Eine aktuelle Studie aus dem Jahre 2010 untersuchte dazu das Verhalten von Doktoranten eines Verhandlungskurses in fiktiven Geschäftsverhandlungen. In knapp 94% wendete mindestens eine der Parteien unmoralische Verhandlungstaktiken an, in über 66% waren es sogar beide. Dabei ist die ökonomische Vorteilhaftigkeit von unfairen und ethisch zweifelhaften Verhandlungsweisen in der Verhandlungsliteratur keineswegs unumstritten. Im Gegenteil, einige empirische Studien konnten bereits nachweisen, dass faire Verhandlungsführer mindestens genauso gute Ergebnisse erzielen, wie ihre unmoralischen Verhandlungspartner. Wie sollen sich Manager in einem Spannungsfeld zwischen ihren persönlichen Moralvorstellungen und dem von ihren Anspruchsgruppen geforderten Verhandlungserfolg verhalten, um erfolgreich zu sein? Was bedeutet überhaupt Verhandlungsethik? Werden faire Verhandlungsführer ausgenutzt oder zahlt sich letztlich die Einhaltung einer gewissen Verhandlungsethik in der kurzen oder langen Frist auch ökonomisch aus? Die Untersuchung dieser Fragestellungen steht im Mittelpunkt der vorliegenden Seminararbeit. Im ersten Teil der Arbeit wird geklärt, was unte


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Product Details
  • ISBN-13: 9783656391227
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 3 mm
  • Weight: 118 gr
  • ISBN-10: 365639122X
  • Publisher Date: 26 Mar 2013
  • Height: 210 mm
  • No of Pages: 42
  • Series Title: German
  • Sub Title: Verhandlungsethik
  • Width: 148 mm


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