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01-03-2014 | Spektrum

Informationsaktivitäten des Vertriebs im Innovationsprozess

Authors: Prof. Dr. Sabine Kuester, Dipl. Kfm. Andreas Rauch

Published in: Sales Excellence | Issue 1/2014

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Die Informationsaktivitäten des Vertriebs sind eine wichtige Grundlage für den Innovationserfolg. Marktorientierte Unternehmen priorisieren dabei kundenorientiertes Marktlernen, also das Gewinnen und die Weitergabe von Wissen über Kunden, Zulieferer, Händler und Wettbewerber. Damit besitzen sie das Rüstzeug für rasche Anpassungen an erkennbare und latente Kundenbedürfnisse. Dieser Beitrag beschäftigt sich anhand einer durchgeführten Studie mit den Treibern der unternehmensinternen Weitergabe von Marktwissen. …

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Title: Informationsaktivitäten des Vertriebs im Innovationsprozess
Authors: Prof. Dr. Sabine Kuester
Dipl. Kfm. Andreas Rauch
Publication date: 01-03-2014
Publisher: Springer Fachmedien Wiesbaden
Published in: Sales Excellence / Issue 1/2014
Print ISSN: 2522-5960
Electronic ISSN: 2522-5979
DOI: https://doi.org/10.1365/s35141-014-0792-9

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