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Marketingstrategien fr Marktfolger
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Unternehmen, die nach dem Marktpionier den Markt betreten (Marktfolger), brauchen situationsadquate Marketingstrategien, um die mit dem spteren Markteintritt verbundenen Nachteile ausgleichen zu knnen. Basierend auf empirischen Analysen der Timing-Forschung entwickelt Lars Schildwach einen Bezugsrahmen, der Unternehmen Hilfestellung bei der Auswahl kontextoptimaler Marketingstrategien bietet. Der Autor stellt verschiedene Strategiealternativen dar, erfasst die entscheidungsrelevanten Situationsvariablen und analysiert sie hinsichtlich ihrer Auswirkungen.
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