Skip to main content
main-content
Top

Hint

Swipe to navigate through the articles of this issue

Published in: Marketing Review St. Gallen 4/2014

01-08-2014 | Spektrum

Kundenorientierung durch Mitarbeiter-trainings stärken

Authors: Prof. Dr. Marcus Schögel, Dipl.-Oec. Cansu Oral, Dr. Arnd Nenstiel

Published in: Marketing Review St. Gallen | Issue 4/2014

Login to get access
share
SHARE

Auszug

Zur Stärkung der Kundenorientierung schulen Unternehmen Veränderungsagenten aus dem mittleren Management. Denn diese verbreiten die Strategie in der Organisation. Die präsentierten Erkenntnisse im Fallbeispiel Bayer CropScience unterstützen Unternehmen bei der Entwicklung von erfolgreichen Schulungen für Veränderungsagenten. …
Literature
go back to reference Battilana, J./ Casciaro, T. (2013): The Network Secrets of Great Change Agents, in: Harvard Business Review (July-August 2013), pp. 62–68. Battilana, J./ Casciaro, T. (2013): The Network Secrets of Great Change Agents, in: Harvard Business Review (July-August 2013), pp. 62–68.
go back to reference Bennett, J. B./ Lehman, W. E. K./ Forst, J. K. (1999): Change, Transfer Climate, and Customer Orientation: A Contextual Model and Analysis of Change-Driven Training, in: Group & Organization Management, 24 (2), pp. 188–216. CrossRef Bennett, J. B./ Lehman, W. E. K./ Forst, J. K. (1999): Change, Transfer Climate, and Customer Orientation: A Contextual Model and Analysis of Change-Driven Training, in: Group & Organization Management, 24 (2), pp. 188–216. CrossRef
go back to reference Blocker, C. P./ Flint, D. J/ Myers, M. B./ Slater, S. F. (2011): Proactive customer orientation and its role for creating customer value in global markets, in: Journal of the Academy of Marketing Science, 2011 (39), pp. 216–233. Blocker, C. P./ Flint, D. J/ Myers, M. B./ Slater, S. F. (2011): Proactive customer orientation and its role for creating customer value in global markets, in: Journal of the Academy of Marketing Science, 2011 (39), pp. 216–233.
go back to reference Desphandé, R./ Farley, J. U./ Webster, F. E. (1993): Corporate Culture, Customer Orientation, and Innovativeness in Japanese Firms: A Quadrad Analysis, in: Journal of Marketing, 57 (1), pp. 23–27. CrossRef Desphandé, R./ Farley, J. U./ Webster, F. E. (1993): Corporate Culture, Customer Orientation, and Innovativeness in Japanese Firms: A Quadrad Analysis, in: Journal of Marketing, 57 (1), pp. 23–27. CrossRef
go back to reference Eisenhardt, K. M. (1989): Building Theories from Case Study Research, in: The Academy of Management Review, 14 (4), pp. 532–550. Eisenhardt, K. M. (1989): Building Theories from Case Study Research, in: The Academy of Management Review, 14 (4), pp. 532–550.
go back to reference Gebhardt, G. F./ Carpenter, G. S./ Sherry, J. F. (2005): Creating a Market Orientation: A Longitudinal, Multifirm, Grounded Analysis of Cultural Transformation, in: Journal of Marketing, 70 (5), pp. 37–55. Gebhardt, G. F./ Carpenter, G. S./ Sherry, J. F. (2005): Creating a Market Orientation: A Longitudinal, Multifirm, Grounded Analysis of Cultural Transformation, in: Journal of Marketing, 70 (5), pp. 37–55.
go back to reference Gurdijan, P./ Halbeisen, T./ Lane, K. (2014): Why leadership-development programs fail. In: McKinsey Quarterly, January 2014. Gurdijan, P./ Halbeisen, T./ Lane, K. (2014): Why leadership-development programs fail. In: McKinsey Quarterly, January 2014.
go back to reference Kirca, A. H./ Jayachandran, S./ Bearden, W. O. (2005): Market Orientation: A Meta-Analytic Review and Assessment of its Antecedents and Impact on Performance, in: Journal of Marketing, 69 (2), 24–41. CrossRef Kirca, A. H./ Jayachandran, S./ Bearden, W. O. (2005): Market Orientation: A Meta-Analytic Review and Assessment of its Antecedents and Impact on Performance, in: Journal of Marketing, 69 (2), 24–41. CrossRef
go back to reference Kolb, M./ Burkart, B./ Zundel, F. (2010): Personalmanagement: Grundlagen und Praxis des Human Resources Managements. 2. Aufl., Wiesbaden. CrossRef Kolb, M./ Burkart, B./ Zundel, F. (2010): Personalmanagement: Grundlagen und Praxis des Human Resources Managements. 2. Aufl., Wiesbaden. CrossRef
go back to reference Kotter, J. P. (1995): Leading Change: Why Transformation Efforts Fail, in: Harvard Business Review, März-April 1995, pp. 59–67. Kotter, J. P. (1995): Leading Change: Why Transformation Efforts Fail, in: Harvard Business Review, März-April 1995, pp. 59–67.
go back to reference Meffert, H./ Burmann, C./ Kirchgeorg, M. (2012): Marketing. Grundlagen marktorientierter Unternehmensführung: Konzepte — Instrumente — Praxisbeispiele, 11. Aufl., Wiesbaden. (ID:2356984) Meffert, H./ Burmann, C./ Kirchgeorg, M. (2012): Marketing. Grundlagen marktorientierter Unternehmensführung: Konzepte — Instrumente — Praxisbeispiele, 11. Aufl., Wiesbaden. (ID:2356984)
go back to reference Pettijohn, C. E./ Pettijohn, L. S./ Taylor, A. J. (2002): The Influence of Salesperson Skill, Motivation, and Training on the Practice of Customer-Oriented Selling, in: Psychology & Marketing, 19 (9), pp. 743–757. CrossRef Pettijohn, C. E./ Pettijohn, L. S./ Taylor, A. J. (2002): The Influence of Salesperson Skill, Motivation, and Training on the Practice of Customer-Oriented Selling, in: Psychology & Marketing, 19 (9), pp. 743–757. CrossRef
go back to reference Probst, G./ Wiedemann, C. (2013): Strategie-Umsetzung, in: Strategie-Leitfaden für die Praxis, Wiesbaden, S. 93–124. (ID:4707368) CrossRef Probst, G./ Wiedemann, C. (2013): Strategie-Umsetzung, in: Strategie-Leitfaden für die Praxis, Wiesbaden, S. 93–124. (ID:4707368) CrossRef
go back to reference Rouleau, L. (2005): Micro-Practices of Strategic Sensemaking and Sensegiving: How Middle Managers Interpret and Sell Change Every Day, in: Journal of Management Studies 42 (7), pp. 1413–1441. CrossRef Rouleau, L. (2005): Micro-Practices of Strategic Sensemaking and Sensegiving: How Middle Managers Interpret and Sell Change Every Day, in: Journal of Management Studies 42 (7), pp. 1413–1441. CrossRef
go back to reference Schögel, M./ Herhausen, D. (2012): Customer Centricity — nur eine Frage der richtigen Strategie?, in: Jahrbuch Marketing, St. Gallen, 2012, S. 211–213. Schögel, M./ Herhausen, D. (2012): Customer Centricity — nur eine Frage der richtigen Strategie?, in: Jahrbuch Marketing, St. Gallen, 2012, S. 211–213.
go back to reference Schögel, M./ Tomczak, T. (2009): Fallstudie, in: Baumgarth, C./ Eisend, M./ Evanschitzky, H. (Hrsg.): Empirische Mastertechniken: Eine anwendungsorientierte Marketing- und Managementforschung, Wiesbaden, S. 79–105. Schögel, M./ Tomczak, T. (2009): Fallstudie, in: Baumgarth, C./ Eisend, M./ Evanschitzky, H. (Hrsg.): Empirische Mastertechniken: Eine anwendungsorientierte Marketing- und Managementforschung, Wiesbaden, S. 79–105.
go back to reference Staehle, W. H. (1999): Management: Eine verhaltenswissenschaftliche Perspektive. 8. Aufl., München. Staehle, W. H. (1999): Management: Eine verhaltenswissenschaftliche Perspektive. 8. Aufl., München.
go back to reference Yin, R. K. (2003): Case Study Research: Design and Methods,Thousand Oaks. Yin, R. K. (2003): Case Study Research: Design and Methods,Thousand Oaks.
go back to reference Wooldridge, B./ Schmid, T./ Floyd, S. W. (2008): The Middle Management Perspective on Strategy Process: Contributions, Synthesis, and Future Research, in: Journal of Management, 34 (6), pp. 1190–1221. CrossRef Wooldridge, B./ Schmid, T./ Floyd, S. W. (2008): The Middle Management Perspective on Strategy Process: Contributions, Synthesis, and Future Research, in: Journal of Management, 34 (6), pp. 1190–1221. CrossRef
Metadata
Title
Kundenorientierung durch Mitarbeiter-trainings stärken
Authors
Prof. Dr. Marcus Schögel
Dipl.-Oec. Cansu Oral
Dr. Arnd Nenstiel
Publication date
01-08-2014
Publisher
Springer Fachmedien Wiesbaden
Published in
Marketing Review St. Gallen / Issue 4/2014
Print ISSN: 1865-6544
Electronic ISSN: 1865-7516
DOI
https://doi.org/10.1365/s11621-014-0383-6