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2017 | OriginalPaper | Chapter

Kundenwert bei digitalen Gütern

Author : Dr. Markus Husemann-Kopetzky

Published in: Kundenwert

Publisher: Springer Fachmedien Wiesbaden

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Zusammenfassung

In Zeiten einer fortschreitenden Digitalisierung der Wirtschaft gewinnt die zentrale Fragestellung dieses Beitrags immer mehr an Bedeutung: Wie ist ein Modell zur Bewertung von Kunden digitaler Güter gegenüber klassischen Kundenwertmodellen, die physische Güter unterstellen, anzupassen? Zur Beantwortung dieser Frage beleuchtet dieser Artikel im ersten Schritt die Besonderheiten digitaler Produkte und Dienstleistungen aus Kunden- und Unternehmenssicht. In einem zweiten Schritt wird der Anpassungsbedarf des klassischen Kundenwertmodells unter Berücksichtigung dieser Charakteristika bewertet. Abschließend wird ein auf digitale Produkte und Dienstleistungen angepasstes Kundenwertmodell entwickelt.

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Footnotes
1
Die Wachstumsraten werden als geometrisches Mittel über den Betrachtungszeitraum digitaler Produkte der jeweiligen Marktstudie für den Zeitraum seit Einführung bis 2014 berechnet.
 
2
Alternative Methoden zur Bestimmung des Kundenwertes werden im einleitenden Beitrag des vorliegenden Herausgeberbandes präsentiert und diskutiert.
 
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Metadata
Title
Kundenwert bei digitalen Gütern
Author
Dr. Markus Husemann-Kopetzky
Copyright Year
2017
DOI
https://doi.org/10.1007/978-3-658-10920-2_17