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Lsungsorientierung von Handelsunternehmen
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Aufgrund einer Vernderung des Kundenverhaltens sowie eines zunehmenden Wettbewerbsdrucks versuchen sich zahlreiche Unternehmen von einem reinen Produkthndler zum Lsungsanbieter zu transformieren. Julian M. Kawohl entwickelt einen Messansatz fr das Konzept der Lsungsorientierung im Business-to-Consumer-Bereich. Im Rahmen von umfangreichen empirischen Analysen in drei Handelsbranchen beantwortet er unter Einbeziehung der Unternehmens- und Kundenseite die Frage, unter welchen Rahmenbedingungen dieses Konzept fr Hndler erfolgswirksam ist. Auf Basis der gewonnenen Erkenntnisse werden zielfhrende Implikationen fr Hndler abgeleitet.
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