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Gestaltung des internationalen Key Account Managements
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Durch die Handelsinternationalisierung ist das internationale Key Account Management (KAM) in der Konsumgterbranche von einer hohen Komplexitt gekennzeichnet. Andrea Schlter untersucht die Bedeutung strategischen und strukturellen Designs. Basierend auf umfassenden Literaturrecherchen und theoretischen Fundierungen entwickelt die Autorin ein Modell und leitet Hypothesen ab. Die empirische Studie zeigt, dass die Designelemente unterschiedlich auf Effektivitt und Effizienz wirken, ggf. beeinflusst von Kontextbedingungen. Dies bietet Hinweise zur Priorittensetzung fr ein erfolgreiches internationales KAM.
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