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Die Nutzung von Marktforschungsinformationen

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Springer Nature
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9783658070861
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Marktforschungsinformationen knnen eine zentrale Quelle fr den Erwerb langfristiger Wettbewerbsvorteile darstellen; mit der effektiven Nutzung haben Unternehmen jedoch erhebliche Probleme. Vor diesem Hintergrund untersucht Christian Bode die Rolle der unternehmensinternen Marktforschungsfunktion bei der organisationalen Informationsverarbeitung. Der Autor identifiziert mehrere potenzielle Determinanten der Nutzung und berprft sie in einem Modell zur Vorhersage von Art und Ausma der Nutzung sowie zentraler Fhigkeiten im Marketing.

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