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2015 | OriginalPaper | Chapter

Interaktionen in Geschäftsbeziehungen

Authors : Prof. Dr. Björn Ivens, Prof. Dr. Alexander Leischnig

Published in: Handbuch Business-to-Business-Marketing

Publisher: Springer Fachmedien Wiesbaden

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Zusammenfassung

Zahlreiche Industriegütermärkte sind dadurch gekennzeichnet, dass Anbieter langfristige Geschäftsbeziehungen mit ihren Kunden pflegen. Ein wesentliches Merkmal dieser Geschäftsbeziehungen stellt die Interaktion zwischen Anbieter und Kunde dar. Die systematische Planung und Gestaltung von Interaktionen zwischen Akteuren in Industriegütermärkten stellt nicht nur für die Unternehmenspraxis eine zentrale Herausforderung dar, sondern bildet auch in der Business-to-Business-Forschung ein relevantes Forschungsfeld. Bisherige Untersuchungen lassen sich danach systematisieren, ob eine Querschnitts- oder eine Längsschnittbetrachtung von Interaktionen vorgenommen wurde. Gegenstand dieses Beitrags ist es, Untersuchungen beider Perspektiven zu erfassen und zu systematisieren und auf diese Weise einen Überblick über bisherige Erkenntnisse zu Struktur- und Prozessanalysen von Interaktionen in professionellen Geschäftsbeziehungen zu erlangen.

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Metadata
Title
Interaktionen in Geschäftsbeziehungen
Authors
Prof. Dr. Björn Ivens
Prof. Dr. Alexander Leischnig
Copyright Year
2015
Book
Handbuch Business-to-Business-Marketing

Print ISBN: 978-3-8349-4680-5

Electronic ISBN: 978-3-8349-4681-2

Copyright Year: 2015

DOI
https://doi.org/10.1007/978-3-8349-4681-2_4