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Nachhaltigkeit im Handel

Nachhaltigkeit im Handel


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About the Book

Im Mittelpunkt dieses Buches stehen die handelsspezifische Nachhaltigkeit, deren Eignung als neuer Strategie- und Profilierungsansatz sowie die dafür notwendige strategische Verankerung. Neben stagnierenden Umsätzen, hohem Verdrängungswettbewerb und multioptionalen Konsumenten hält die nachhaltige Entwick¬lung in den Handel Einzug. Handelsunternehmen sind infolge globaler Probleme und vermehrter Skandale durch Stakeholder und drohende Wettbewerbsnachteile zur nachhaltigen Wirtschaftsweise getrieben. Anspruchsgruppen fordern eine nach¬haltige Wirt¬schaftsweise. Die verstärkte Nachfrage von Produkten, die vertrauenswürdige Merkmale aufweisen, hat Nachhaltigkeit zum neuen Kaufkriterium werden lassen. Daher versuchen sich manche marktgetriebenen Handelsunternehmen über einzelne Initiativen auf operativer Ebene zu engagieren. Allerdings stellt sich Nachhaltigkeit im Handel wegen komplexer Zulieferstrukturen und unmittelbarem Kundenkontakt als besonders herausfordernd und riskant dar. Es besteht die Gefahr des Greenwashings bezichtigt zu werden und ein irreparables Negativ-Image hervorzurufen. Wenn Nachhaltigkeit jedoch glaubwürdig, transparent und umfassend auf Basis von strategischer Verankerung (Adaption von Vision, Mission, Zielen und Strategien) umgesetzt wird, stellt sie einen vielfältigen Ansatz zur marktorientierten Profilierung sowie zur Realisierung von prozessbasierten Kosten- und Effizienzvorteilen dar. Nachhaltigkeit lässt sich nicht nur mit zukunftsfähigen Handels¬strategien (Wettbewerbsstrategien, Vertikalisierung und Kooperationen) kom¬binie¬ren, sondern vereint auch aktuelle Konsum¬trends (Gesundheit/Wellness, Fair Trade, Convenience und Bio/Öko-Orientierung) in sich. Im Rahmen dieses Buches werden zwei Nach¬haltig¬keits¬strategie-Typologien im Hinblick auf aktuelle Branchen¬heraus¬for¬der¬ungen vorgestellt. Darüber hinaus wird ein Ansatz zur strategischen Verankerung im Handel präsentiert.
About the Author: Maike Kathrin Dürk wurde 1986 in Tübingen geboren. Ihr Studium der Betriebswirtschaftslehre an der Katholischen Universität Eichstätt-Ingolstadt schloss die Autorin im Jahre 2012 mit dem akademischen Grad des Master of Science erfolgreich ab.


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Product Details
  • ISBN-13: 9783842889774
  • Publisher: Diplomica Verlag Gmbh
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 7 mm
  • Weight: 209 gr
  • ISBN-10: 3842889771
  • Publisher Date: 14 Jan 2013
  • Height: 210 mm
  • No of Pages: 126
  • Series Title: German
  • Sub Title: Ein neuer Ansatz zur Profilierung von Handelsunternehmen
  • Width: 148 mm


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