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Nachhaltige Markendifferenzierung von Commodities

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Product Details

Brand
Springer Nature
Manufacturer
N/A
Part Number
0
GTIN
9783834927026
Condition
New
Product Description

Commodities tauchen hufig als Schlagworte auf, wenn von schwer differenzierbaren Leistungen die Rede ist. Trotz der hohen Verbreitung des Begriffs existiert jedoch kaum Klarheit ber die Mglichkeiten und Ansatzpunkte ihrer Markendifferenzierung. Tim Bohmann erarbeitet im Rahmen der identittsbasierten Markenfhrung ein detailliertes Verstndnis von Commodities, auf dessen Basis er sechs commodity-spezifische Markendifferenzierungsanstze herleitet. Anhand einer empirischen Studie auf dem deutschen Tankstellenmarkt weist er nach, dass diese Anstze es auch Anbietern von Commodities ermglichen, ihre Leistungsangebote im Rahmen der Markenfhrung zu differenzieren.

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