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Das Tornado-Phnomen
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"Eine umsetzbare, revolutionre Sicht auf das Marktgeschehen." manager magazin "Das Tornado-Phnomen" zeigt, welche Strategien erforderlich sind, um im Aufwind des Hyper-Wachstums schnellebiger Mrkte die Marktfhrerschaft zu bernehmen. Durch einen Blick hinter die Kulissen erfhrt der Leser, wie bedeutende Unternehmen zu Marktfhrern wurden. "Das Tornado-Phnomen" beschreibt am Beispiel der High-Tech-Industrie drei aufeinanderfolgende Phasen schnellebiger Mrkte mit kurzen Produktlebenszyklen: vom Nischenmarkt ber den Massenmarkt mit Hyper-Wachstum und hohen Profiten zur Phase der individuellen Kundenausrichtung. Geoffrey A. Moore veranschaulicht die Dynamik dieser Marktstadien anhand fhrender Unternehmen wie Hewlett-Packard, Microsoft, Intel und Sybase. Im einzelnen analysiert er die Auswirkungen auf strategische Allianzen, Wettbewerbsvorteile, Positionierung und Unternehmensorganisation.
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