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Marktspezifische Einflussfaktoren und Strategiewahl für die erfolgreiche Implementierung der Internationalisierung einer Marke

Marktspezifische Einflussfaktoren und Strategiewahl für die erfolgreiche Implementierung der Internationalisierung einer Marke

          
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About the Book

Inhaltsangabe: Einleitung: „Wer im globalen Wettbewerb bestehen will, kann sich eine Einschränkung seiner Aktivitäten auf den Heimatmarkt nicht leisten." Dieses Zitat von Jürgen E. Schrempp, dem Vorstandssprecher der DaimlerChrysler AG, verdeutlicht in prägnanter Weise die aktuelle Situation, in der sich Unternehmen befinden. Vor dem Hintergrund einer fortschreitenden internationalen Verflechtung der Wirtschaft und einem daraus resultierenden zunehmenden Internationalisierungsstreben der Unternehmen wächst die Bedeutung internationaler Firmenaktivitäten unaufhaltsam. Dabei hat auch und insbesondere die Internationalisierung von Marken, die einen zentralen unternehmerischen Erfolgsfaktor darstellen, einen hohen Stellenwert erhalten. Belegt wird die Wichtigkeit internationaler Marken an dem Beispiel des Beiersdorf-Konzerns. Im Jahre 2003 generierte der Beiersdorf-Konzern mit seinen zehn international eingesetzten strategischen Marken einen weltweiten Gesamtumsatz von 4.673 Millionen Euro. Rund 73% des Gesamtumsatzes wurden dabei bereits im Ausland erwirtschaftet. Im Jahre 1995 belief sich der Auslandsanteil des Gesamtumsatzes von 2.733 Millionen Euro noch auf ca. 62%. Dies verdeutlicht die wachsende Bedeutung des Auslandsgeschäfts, das auf den Einsatz internationalisierter Marken aufbaut. Der Rückschluss, dass ein Markeninhaber für eine Steigerung des Gesamtabsatzes und zur Erhöhung des Gewinns seine Marke bzw. seine Marken einfach auf ausländische Märkte übertragen kann, ist allerdings weit gefehlt. Nur eine sehr geringe Anzahl von Marken kann ohne jegliche Anpassung auf den jeweiligen Zielmärkten erfolgreich internationalisiert werden. Diese Erkenntnis führt unweigerlich zu der Problemstellung dieser Arbeit, die im folgenden Abschnitt gemeinsam mit einer Zielsetzung erläutert wird. Problemstellung: Das zentrale Problem eines Unternehmens, das sich zur Internationalisierung einer bisher ausschließlich auf dem Heimatmarkt angebotenen Marke entschließt, ist die


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Product Details
  • ISBN-13: 9783838688732
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 9 mm
  • Width: 148 mm
  • ISBN-10: 3838688732
  • Publisher Date: 11 Jul 2005
  • Height: 210 mm
  • No of Pages: 156
  • Series Title: German
  • Weight: 213 gr


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Marktspezifische Einflussfaktoren und Strategiewahl für die erfolgreiche Implementierung der Internationalisierung einer Marke
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