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Standardisierung und Individualisierung im Marktproze
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Steigende Marktdynamik und die damit verbundene Forderung nach anpassungs- und wandlungsfhigen Unternehmen sind zentraler Gegenstand der aktuellen Diskussion um strategische Konzepte. Dabei stellt sich nicht nur die Frage, wie sich die Marktdynamik beschreiben lt, sondern auch, welche Variablen fr die strategische Planung relevant sind. Andreas Marra entwickelt am Beispiel von Standardisierungsprozessen einen theoretischen Erklrungsrahmen fr das Dynamisierungsphnomen und stellt Anhaltspunkte fr die strategische Planung anhand informations- und institutionenkonomischer Anstze dar. Besondere Bedeutung kommt dabei der Ressource Information zu.
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