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2014 | Buch

Moderne Konzepte des organisationalen Marketing

Modern Concepts of Organisational Marketing

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Über dieses Buch

​Das Buch widmet sich dem organisationalen Marketing, d. h. Marketing gegenüber Organisationen aller Art als Zielgruppen. Es werden neue Erkenntnisse aus der Theorie und Praxis des Business-to-Business- und des Science-to-Business Marketing aufgezeigt.

Inhaltsverzeichnis

Frontmatter

Thematische Einführung und theoretische Grundlagen

Frontmatter
Organisational Marketing – Making Use of Linkages and Transfer Potential between Marketing Disciplines
Tobias Kesting, Thorsten Kliewe, Nisha Korff, David Serbin
Entwicklung einer Marketing-Konzeption für das Business- und Dienstleistungsmarketing: Plädoyer für einen integrativen Ansatz
Abstract
This conceptionally-oriented article presents suggestions for a joint perception of industrial B-to-B marketing and industrial services marketing. To this purpose, their similarities are brought forward and reunited in an integrative approach (BDM). On the basis of their central characteristics, the constituting elements of a marketing conception are developed. To portray the growing significance of the ideas presented in this article on the area of consumer marketing, a final example will be given on the basis of current developments in consumer markets. This will underline the fact that BDM can serve as a foundation for a “General Theory of Marketing”.
Rolf Weiber, Tobias Wolf
Theorien im Praxis-Test
Abstract
This paper discusses the testing of theories against the background of the science-to-business approach. After an introduction to the nature and relevance of theories, it is the process of theory testing, which particularly highlights the importance of theory testing through application in practice (“interventions”). Through the discussion of various methods of analyzing the reactions of reality to such interventions, the paper provides starting points for science-to-business marketing. The possibility of testing theory in practice may serve as an important and non-monetary based motivation for researchers to engage in cooperation with industry.
Henning Kreis, Alfred Kuß

Netzwerke und Umweltbetrachtungen im OM

Frontmatter
Institutional Perspectives in Innovation Ecosystem Development
David V. Gibson, Lene Foss, Robert Hodgson
Technologie-Marketing und technologische Frühaufklärung in industriellen Unternehmensnetzwerken
Joachim Zülch, Martina Frießem
Zur Explikation einer Strukturanalyse zur Entwicklung wirtschaftlicher Prosperität in einem internationalen Netzwerk
Abstract
The association of cities and towns “DIE HANSE” was founded approximately 30 years ago and is based on the Hanseatic League as a trade network. This league operated effectively from the 12th until the 17th century in the northern European area. Nowadays, tourism and youth exchanges as well as cultural activities are the main focus. In order to stimulate the economic dimension of the HANSE, 30 Hanseatic cities came together in an international project network. Against this background, comprehensive location analyses were conducted, which constituted the basis for the development of innovative cooperation models for fostering international economic activities. However, the statistical analyses have serious interpretative difficulties, which will be covered in this contribution.
Klaus Niederdrenk, Nisha Korff
Lebensphasen von Communities of Practice – Eine Fallstudie
Abstract
Interdependencies between organizations are constantly increasing. Hence, more companies and employees are engaged in inter-organizational Communities of Practice (CoP). This paper focuses on the life cycle of such communities, using the case example of a German innovation network. For this reason, a literature review was undertaken to derive a conceptual life cycle model. Based on our research we found that the CoP life cycle model can be applied and extended with an additional phase identified in the case. Moreover, our results show that externally founded, interorganizational CoP can be successful as well, which is a fact that is mostly neglected in the literature on CoP. Further (especially quantitative) research is recommended to strengthen the theoretical background of CoP.
Alexander Brem, Maximilian Maier

Management, Strukturen, Prozesse und Perspektiven im OM

Frontmatter
Hochschulführung und die dritte Mission: Herausforderungen an akademische Führungskräfte in der unternehmerischen Hochschule
Abstract
Concepts such as the “third mission” or the “entrepreneurial university” increasingly shape academic research and practice. At the same time such concepts pose new challenges to higher education leadership. However, research on higher education leadership is primarily focused on the inner side of the higher education organizations, and the increasing importance of external relations is largely neglected. Against this background, we try to bring together both strands of research, i.e., research on “third mission activities” in the “entrepreneurial university” and research on leadership in higher education. In our article, we employ both psychological leadership concepts and insights from organizational sociology.
Rosalba Badillo Vega, Georg Krücken
University-Business Cooperation: A Tale of Two Logics
Peter van der Sijde, Firmansyah David, Hans Frederik, M. Redondo Carretero
University-Business Cooperation Outcomes and Impacts – A European Perspective
Todd Davey, Carolin Plewa, Victoria Galán Muros
Direkte und weiterführende Nutzenpotenziale eines marktorientierten Hochschul-Wissens- und Technologietransfers
Abstract
Literature in the context of (university) knowledge and technology transfer (KTT) often neglects benefit-related matters. The following article counteracts this circumstance by highlighting direct and additional, indirect benefit potentials. Hence the focus of this article does not solely lie on science-to-business marketing in the narrow sense, but indirect benefit potentials resulting from transfer activities are also examined. It is shown that on the basis of marketoriented transfers, numerous and occasionally intertwined benefit potentials can be achieved that go far beyond the transfer as a direct market activity.
Tobias Kesting, Wolfgang Gerstlberger
Organisatorische Verankerung der Supportprozesse des Wissens- und Technologietransfers an deutschen Hochschulen
Abstract
Successful university knowledge and technology transfer (KTT) requires both research output by scientists, administrative support processes, and organizational units. This paper analytically derives alternative organizational configurations for KTT support processes and presents empirical data from 45 German universities. As a result of our contingency analysis, typical fit-constellations between context and configuration are presented and discussed. Dominant drivers in organizational design decisions for KTT support are the KTT transfer volume and the regional proximity of the participating universities.
Norbert Bach, Christoph Friedrich
Entwicklung eines Modells zum Wissenstransfer zwischen Unternehmen unter besonderer Berücksichtigung relevanter Einflussfaktoren
Abstract
Based on the model of knowledge transfer between science and industry developed by Polt et al. (2001), this article outlines the development of a model for knowledge transfer between companies. Key drivers for this type of knowledge transfer were identified by means of a literature review. The results of this review are compared with the features of the model of Polt et al. (2001). This model was modified to suit the company context. At the end of the article follows an analysis for the context “large corporations vs. small and medium-sized enterprises (SME)”. The discussion of whether the relevance of drivers differs across various company contexts forms part of the paper.
Arne Arnold, Dorothée Zerwas, Harald von Kortzfleisch

Integration und Bindung von Kunden und Partnern im OM

Frontmatter
Grundlagen und Handlungsfelder für exzellentes Customer Relationship Management
Abstract
The following article offers a holistic approach which demonstrates how to implement the requirements and directions of customer relationship management in practice. For this purpose, fields of action are introduced on both strategic and operational levels.
Frank Lasogga
Kundenbindung im B-to-B-Markt – Das Beispiel Motorradreifen
Abstract
While extensive insight exists relating to customer loyalty in the B-to-C context, research covering customer loyalty in B-to-B relations is still in its infant stage. The paper at hand is based on an extensive corporate project in the motorcycle tire industry. However, its findings – at least in large parts – are adaptable to other industries. The direct customer of the manufacturer is the distribution system. Therefore, to achieve loyalty from the different partners in this system, respective customer relationship strategies have to be developed. The underlying purpose of these activities is to generate added value for the partners in the distribution system and their customers. This ideally creates a win-win-winsituation. On an operational level this can be implemented using tools such as joint market research, co-branding, co-operative advertising, category management as well as co-operative customer loyalty programs. Key to the success of B-to-B loyalty programs in distribution systems is a segment-specific approach taking into account the particularities of the diverse distribution partners.
Diana N. Boehm, Carsten Rennhak
Champions and Trust as Drivers of Industry/University Collaborations: A Relationship Marketing Perspective
Stephen C. Betts, Michael D. Santoro
Open Innovation – New Opportunities and Challenges for Science-to-Business Collaboration
Andreas Pinkwart, Nagwan Abu El-Ella
Produkt-Service-Systeme – Ansätze, aktuelle Formen, Potenziale und Gestaltungshinweise
Abstract
In the last decade, product-service systems (PSS) became more and more relevant in terms of fulfilling individual customer needs. This trend will continue thanks to today’s ongoing processes of digitalization and connectivity. These challenges will bring about a reorganization of PSS. The interaction with (digital) services offers new and promising possibilities for communication and cooperation in business-to-consumer (B-to-C) and business-to-business (B-to-B) sectors, with the potential to significantly speed up the innovation circle. The following article illustrates the obvious and hidden potential of PSS by using car sharing as an example and provides a PSS process model for cooperative design of PSS.
Thomas Haubold, Martin G. Möhrle
Customer Integration in Product Platform Development Projects
Peter E. Harland, Zakir Uddin, Haluk Yörür

Markenmanagement und Kommunikation im OM

Frontmatter
B-to-B-Branding – Aktuelle Entwicklungen in der Forschung und Praxisempfehlungen
Abstract
In the last decade, researchers and companies have become increasingly interested in branding in B-to-B markets. This paper starts by outlining the specifics of carrying out branding in B-to-B environments. It proceeds by giving a brief overview of academic research in this area. Building on this, the authors suggest avenues for future research and give some recommendations for B-to-B branding practices.
Martin Klarmann, Sophie Fleischmann
Markenaudit für B-to-B-Marken – Skizze eines holistischen Ansatzes zur Evaluation der Markenorientierung von B-to-BUnternehmen
Abstract
In comparison to the B-to-C field, B-to-B brand management is much more a concept of corporate management. Hence, an evaluation of B-to-B brands should be based on holistic tools. On the basis of a definition and an overview of existing research, the article outlines a B-to-B brand audit. This B-to-B brand audit is based on a brand model with three pillars and 18 dimensions. Furthermore, the article deals with aspects of the practical use of the brand audit as the auditor, the evaluation methodology and the audit process. The article closes with some ideas for the practical implementation of such a B-to-B brand audit.
Carsten Baumgarth
Die Relevanz digitaler Medien in B-to-B-Transaktionen
Abstract
Digital Media (DM) play a prominent role in B-to-C-Marketing. This paper is concerned with the relevance of DM in business markets. Our results deliver new insights regarding the importance of DM even in B-to-B markets. The importance of DM varies, for example with respect to the buying phase and the perceived buying risk. Other hypothesized relatonships had to be rejected. The analysis was carried out on the basis of a three risk classes approach.
Klaus Backhaus, Ole Bröker, Philipp A. Brüne, Philipp Gausling
Science-to-Business-Marketing auf Messen
Sven Prüser
Metadaten
Titel
Moderne Konzepte des organisationalen Marketing
herausgegeben von
Thorsten Kliewe
Tobias Kesting
Copyright-Jahr
2014
Electronic ISBN
978-3-658-04680-4
Print ISBN
978-3-658-04679-8
DOI
https://doi.org/10.1007/978-3-658-04680-4