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Markenorientierung und -fhrung fr B-to-B-Familienunternehmen
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Das Managementkonzept der Marke gilt im B-to-C-Geschft seit Jahren als Wunderwaffe zur Differenzierung der eigenen Leistung im Wettbewerb. Hingegen herrscht in Wissenschaft und Praxis Unsicherheit und Uneinigkeit ber die Wirksamkeit von Markeninvestitionen im B-to-B-Geschft. Bjrn Schultheiss entwickelt und berprft ein kausales Untersuchungsmodell, womit er die Relevanz der Marke und die Auswirkung der Markenorientierung auf den wirtschaftlichen Erfolg von Familienunternehmen im B-to-B-Geschft zu erklren vermag.
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