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Nachhaltige Gewinne durch gebundene Kunden
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Eines der zentralen Ziele des Marketings ist die Bindung von Kunden. Birgit Engel untersucht, von welchen Faktoren die Dauer der Gebundenheit eines Kunden und somit auch die Dauer der Gewinnerzielung des Anbieters beeinflusst werden. Sie zeigt, dass diese nicht nur vom Verhalten des Anbieters und des Kunden sondern auch vom Verhalten der Wettbewerber abhngt. Deren Imitation von Produkten oder Leistungen kann zu sinkenden Gewinnen des Anbieters fhren. Insbesondere Wissensvorsprnge eines Anbieters knnen die Imitation verhindern. Diese Aussagen werden theoretisch hergeleitet und anhand von Fallstudien ber verschiedene Unternehmen aus dem B2B- und dem B2C-Bereich berprft.
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