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Pricing in BusinesstoBusinessGeschftsbeziehungen
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Ein Verstndnis der preisbezogenen Kundenwahrnehmungen in Business-to-Business-Geschftsbeziehungen ist sowohl in der Unternehmenspraxis als auch in der Marketingforschung nur rudimentr vorhanden. Auf Basis von zwei branchenbergreifenden Unternehmensbefragungen und drei empirischen Studien untersucht Jan Allmann vor diesem Hintergrund die Konzepte der Preissuche und der Preisfairness im Business-to-Business-Kontext. Er identifiziert Einflussfaktoren, Auswirkungen sowie Kontextfaktoren und leistet somit einen Beitrag zum besseren Verstndnis der Aufnahme und Verarbeitung von Preisinformationen durch organisationale Kunden und infolgedessen zur Professionalisierung des Preismanagements von Anbietern auf Business-to-Business-Mrkten.
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