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Das Management von Geschftsbeziehungen

Das Management von Geschftsbeziehungen

Brand
Springer Nature
Manufacturer
N/A
Part Number
0
GTIN
9783824470808
Condition
New
Product Description

Die Frage nach der effizienten Gestaltung von Austauschprozessen zwischen Hersteller- und Handelsunternehmen gewinnt durch die wachsende Konzentration von Unternehmen auf der Hersteller- und Handelsseite und der dadurch bedingten Existenzangst vieler kleiner Unternehmen in der Marketingforschung zunehmend an Bedeutung. Sabine Jung entwickelt auf der Basis der Transaktionskostentheorie ein kostenbasiertes Modell zur effizienten Gestaltung von Hersteller-Handels-Beziehungen und erweitert dieses um sozialpsychologische und spieltheoretische Elemente. Mittels Simulation prft die Autorin die Anwendbarkeit des Ansatzes und leitet daraus Implikationen fr die Praxis ab.

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