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Marktorientierung in Business-to-Business-Mrkten
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Matthias Claen erarbeitet im vorliegenden Werk ein Konzept zur Messung von Marktorientierung in B2B-Mrkten. Auf Basis einer grozahligen, branchenbergreifenden empirischen Studie identifiziert er die Treiber von Marktorientierung: Kunden-, Wettbewerbs- und Drittparteienorientierung sowie die Ausrichtung auf nachgelagerte Marktstufen und die abteilungsbergreifende Koordination. Als Ergebnis zeigt der Autor Handlungsempfehlungen fr die einzelbetriebliche und mit dem direkten Kunden kooperativ gestaltete Entwicklung von Produkten sowie fr das Mehrstufige Marketing auf.
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