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Mrkte explorieren

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Brand
Springer Nature
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N/A
Part Number
0
GTIN
9783658134259
Condition
New
Product Description

Organisationen reagieren anders als es die klassische Marktforschung suggeriert nicht auf objektiv gegebene Umweltbedingungen, sondern sie erfinden, erschaffen und konstruieren sich ihre Wirklichkeit selbst. Denn aus den verwirrenden, chaotischen und irritierenden Eindrcken ziehen Organisationen jene Informationen, mit denen sie sich ein Bild von ihrem Umfeld machen knnen, das es ihnen erlaubt, sich einigermaen sicher in dieser Umwelt bewegen zu knnen. Bei der Exploration der Umwelt oder enger: der Exploration der Mrkte geht es darum, diesen Konstruktionsprozess ber Prozesse des Re-Framing, der Degeneralisierung und der Hypothesenbildung so zu beeinflussen, dass Organisationen Ungewohntes sehen knnen.

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