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Management von Markentransfers
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Markentransferstrategien sind in der Praxis sehr beliebt, da sie den Neuprodukterfolg steigern knnen. Zahlreiche Markentransfers scheitern jedoch. Carsten Schulze-Bentrop fhrt umfangreiche empirische Analysen durch, um die Relevanz einer Vielzahl von Erfolgsfaktoren von Markentransfers in Abhngigkeit verschiedener Kaufentscheidungssituationen zu untersuchen. Dazu entwickelt er eine Taxonomie von Kaufentscheidungstypen, um Kundensegmente zu bilden, fr die er die relevantesten Erfolgsfaktoren identifiziert. Damit leistet er einen entscheidenden Beitrag zum segmentspezifischen Management von Markentransfers.
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