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Integrierter Ansatz für den digitalen Reifegrad: Ebenen, Vorgehen und detaillierte Analyse Read chapter Read first chapter

2023 | OriginalPaper | Chapter

9. Digital Marketing Leadership – Modell und empirische Ergebnisse aus dem B-to-B-Umfeld

Authors : Carsten Baumgarth, Lars Binckebanck

Published in: Digitalisierung

Publisher: Springer Fachmedien Wiesbaden

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Zusammenfassung

Eine Vielzahl von Studien, die sich mit dem Status Quo sowie den Defiziten der Digitalisierung im Marketing vor, während und nach Corona beschäftigt haben, zeigen Handlungsbedarf auf, insbesondere auch in B-to-B-Unternehmen. Das Marketing kann die digitale Transformation von Unternehmen entscheidend voranbringen, wenn es eine interne (Bedeutung des Marketings innerhalb des Unternehmens) sowie externe (Exzellenz des Marketings im Vergleich zum Wettbewerb) Führungsrolle einnimmt.
„Digital Marketing Leadership“ (DML) beschreibt die Existenz und interne Entwicklung materieller, immaterieller und menschlicher Ressourcen der Marketingorganisation sowie die Umsetzung dieser organisationalen Fähigkeiten im Rahmen interner und externer Verhaltensweisen in einer Art und Weise, die strategische Wettbewerbsvorteile durch eine digitale Führungsrolle im externen Marktumfeld ermöglicht.
Es lassen sich fünf Dimensionen von DML identifizieren, konkretisieren und auf den B-to-B-Bereich anpassen. Aus Wirkungshypothesen lässt sich ein Modell ableiten, das im Rahmen einer empirischen Studie erfolgreich getestet wurde und sich als Denkmodell und Diagnose-Tool für die Management-Praxis eignet.

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Metadata
Title
Digital Marketing Leadership – Modell und empirische Ergebnisse aus dem B-to-B-Umfeld
Authors
Carsten Baumgarth
Lars Binckebanck
Copyright Year
2023
Book
Digitalisierung

Print ISBN: 978-3-658-36633-9

Electronic ISBN: 978-3-658-36634-6

Copyright Year: 2023

DOI
https://doi.org/10.1007/978-3-658-36634-6_9

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