Skip to main content
Top

2014 | OriginalPaper | Chapter

Multi-Channel-Vertrieb: Eine Erfolgsstrategie für privatwirtschaftliche Spin-outs

Activate our intelligent search to find suitable subject content or patents.

search-config
loading …

Überblick

Für junge, technologieorientierte Unternehmen ist der Vertrieb ihrer innovativen Produkte von größter Bedeutung, um langfristig in den von ihnen fokussierten Märkten zu überleben. Mittels der Ausgestaltung des Vertriebskanalsystems kann das Manage-ment eines jungen Unternehmens aktiv Einfluss auf den Absatzerfolg der Produkte und den Fortbestand des Unternehmens im Markt nehmen. Unter den möglichen Vertriebskanal-Designvarianten stellt insbesondere ein multiples Vertriebskanalsystem ein vielversprechendes Distributionsdesign dar, um das von jungen Unternehmen aufgrund ihrer „liability of newness“ erhöhte Risiko zu scheitern zu reduzieren. In dem vorliegenden Beitrag wird aus Sicht eines privatwirtschaftlichen Spin-outs beschrieben, warum die Multi-Channel-Strategie als eine Erfolgsstrategie für junge Unternehmen anzusehen ist.

Dont have a licence yet? Then find out more about our products and how to get one now:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

  • über 102.000 Bücher
  • über 537 Zeitschriften

aus folgenden Fachgebieten:

  • Automobil + Motoren
  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Elektrotechnik + Elektronik
  • Energie + Nachhaltigkeit
  • Finance + Banking
  • Management + Führung
  • Marketing + Vertrieb
  • Maschinenbau + Werkstoffe
  • Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

  • über 67.000 Bücher
  • über 340 Zeitschriften

aus folgenden Fachgebieten:

  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Finance + Banking
  • Management + Führung
  • Marketing + Vertrieb
  • Versicherung + Risiko




Jetzt Wissensvorsprung sichern!

Literature
1.
go back to reference Afuah A (2001) Dynamic boundaries of the firm: Are firms better off being vertically integrated in the face of technological change? Acad Manage J 44(6):1211–1228CrossRef Afuah A (2001) Dynamic boundaries of the firm: Are firms better off being vertically integrated in the face of technological change? Acad Manage J 44(6):1211–1228CrossRef
2.
go back to reference Agarwal R, Bayus BL (2002) The market evolution and sales take-off of product innovations. Manage Sci 48(2):1024–1041CrossRef Agarwal R, Bayus BL (2002) The market evolution and sales take-off of product innovations. Manage Sci 48(2):1024–1041CrossRef
3.
go back to reference Agarwal R, Echambadi R, Franco A, Sarkar M (2004) Knowledge transfer through inheritance: Spin-out generation, development, and survival. Acad Manage Jl 47:501–522CrossRef Agarwal R, Echambadi R, Franco A, Sarkar M (2004) Knowledge transfer through inheritance: Spin-out generation, development, and survival. Acad Manage Jl 47:501–522CrossRef
4.
go back to reference Aldrich HE, Fiol MC (1994) Fools rush in? The institutional context of industry creation. Acad Manage Rev 19(4):645–670 Aldrich HE, Fiol MC (1994) Fools rush in? The institutional context of industry creation. Acad Manage Rev 19(4):645–670
5.
go back to reference Anderson EW, Fornell C, Mazvancheryl S (2004) Customer satisfaction and shareholder value. J Marketing 68:172–185CrossRef Anderson EW, Fornell C, Mazvancheryl S (2004) Customer satisfaction and shareholder value. J Marketing 68:172–185CrossRef
6.
go back to reference Balasubramanian S, Raghunathan R, Mahajan V (2005) Consumers in a multichannel environment: Product utility, process utility, and channel choice. J Interact Marketing 19(2):12–30CrossRef Balasubramanian S, Raghunathan R, Mahajan V (2005) Consumers in a multichannel environment: Product utility, process utility, and channel choice. J Interact Marketing 19(2):12–30CrossRef
7.
go back to reference Barney J (1991) Firm resources and sustained competitive advantage. J Manag 17(1):99–120CrossRef Barney J (1991) Firm resources and sustained competitive advantage. J Manag 17(1):99–120CrossRef
8.
go back to reference Barone MJ (2005) Advertising signaling effects for new brands: The moderating role of perceived brand differences. J Marketing Theory Prac 13(1):1–13 Barone MJ (2005) Advertising signaling effects for new brands: The moderating role of perceived brand differences. J Marketing Theory Prac 13(1):1–13
9.
go back to reference Baum JA, Oliver C (1991) Institutional linkages and organizational mortality. Adm Sci Quat 36(2):187–218CrossRef Baum JA, Oliver C (1991) Institutional linkages and organizational mortality. Adm Sci Quat 36(2):187–218CrossRef
10.
go back to reference Bell DR, Ho T-H, Tang C (1998) Determining where to shop: Fixed and variable costs of shopping. J Marketing Res 35:352–369CrossRef Bell DR, Ho T-H, Tang C (1998) Determining where to shop: Fixed and variable costs of shopping. J Marketing Res 35:352–369CrossRef
11.
go back to reference Bester H (2007) Theorie der Industrieökonomik, 4. Aufl. Springer, Heidelberg Bester H (2007) Theorie der Industrieökonomik, 4. Aufl. Springer, Heidelberg
12.
go back to reference Bilgram V, Brem A (2008) User-Centric innovations in new product development - systematic identification of lead users harnessing interactive and collaborative online-tools. Intern JInnov Manage 12(12):419–458CrossRef Bilgram V, Brem A (2008) User-Centric innovations in new product development - systematic identification of lead users harnessing interactive and collaborative online-tools. Intern JInnov Manage 12(12):419–458CrossRef
13.
go back to reference Brettel M, Engelen A, Müller T, Schilke O (2011) Distribution channel choice of new entreprenuerial ventures. Entrep Theory Prac 35(4):683–708CrossRef Brettel M, Engelen A, Müller T, Schilke O (2011) Distribution channel choice of new entreprenuerial ventures. Entrep Theory Prac 35(4):683–708CrossRef
14.
go back to reference Burgel O, Murray GC (2000) The international market entry choices of start-up companies in high-technology-industries. J Internl Marketing 8(2):33–62CrossRef Burgel O, Murray GC (2000) The international market entry choices of start-up companies in high-technology-industries. J Internl Marketing 8(2):33–62CrossRef
15.
go back to reference Chen H, Chen T-J (2003) Governance structures in strategic alliances: transaction cost versus resource-based perspective. J World Bus 38:1–14CrossRef Chen H, Chen T-J (2003) Governance structures in strategic alliances: transaction cost versus resource-based perspective. J World Bus 38:1–14CrossRef
17.
go back to reference Dholakia RR, Zhao M, Dholakia N (2005) Multichannel retailing: A case study of early experiences. J Interact Marketing 19(2):63–74CrossRef Dholakia RR, Zhao M, Dholakia N (2005) Multichannel retailing: A case study of early experiences. J Interact Marketing 19(2):63–74CrossRef
18.
go back to reference Eisenhardt KM (1989) Building theories from case study research. Acad Manage Rev 44(4):532–550 Eisenhardt KM (1989) Building theories from case study research. Acad Manage Rev 44(4):532–550
19.
go back to reference Eisenhardt KM, Schoonhoven CB (1996) Resource-based view of strategic alliance formation: strategic and social effects in entrepreneurial firms. Organ Sci 7(2):136–150CrossRef Eisenhardt KM, Schoonhoven CB (1996) Resource-based view of strategic alliance formation: strategic and social effects in entrepreneurial firms. Organ Sci 7(2):136–150CrossRef
20.
go back to reference Ellram LA, Tate WL, Billington C (2008) Offshore outsourcing of professional services: a transaction cost economcis perspective. J Operat Manage 26:148–163CrossRef Ellram LA, Tate WL, Billington C (2008) Offshore outsourcing of professional services: a transaction cost economcis perspective. J Operat Manage 26:148–163CrossRef
22.
go back to reference Fang E (2008) Customer participation and the trade-off between new product innovativeness and speed to the market. J Marketing 72:90–104CrossRef Fang E (2008) Customer participation and the trade-off between new product innovativeness and speed to the market. J Marketing 72:90–104CrossRef
23.
go back to reference Frazier GL (1999) Organizing and managing channels of distribution. J Acad Mark Sci 27(2):226–240CrossRef Frazier GL (1999) Organizing and managing channels of distribution. J Acad Mark Sci 27(2):226–240CrossRef
24.
go back to reference Gabler Wirtschaftslexikon (2000) 15. Aufl. Gabler, Wiesbaden Gabler Wirtschaftslexikon (2000) 15. Aufl. Gabler, Wiesbaden
25.
go back to reference Gensler S, Dekimpe M, Skiera B (2007) Evaluating channel performance in multi-channel-environments. J Retailing Consum Serv 14:17–23 Gensler S, Dekimpe M, Skiera B (2007) Evaluating channel performance in multi-channel-environments. J Retailing Consum Serv 14:17–23
26.
go back to reference Geyskens I, Gielens K, Dekimpe M (2002) The market valuation of internet channel additions. J Marketing 66:102–119CrossRef Geyskens I, Gielens K, Dekimpe M (2002) The market valuation of internet channel additions. J Marketing 66:102–119CrossRef
27.
go back to reference Gruber M (2004) Marketing in new ventures: theory and empirical evidence. Schmalenbach Bus Rev 56:164–199 Gruber M (2004) Marketing in new ventures: theory and empirical evidence. Schmalenbach Bus Rev 56:164–199
28.
go back to reference Gruner KE, Homburg C (2000) Does customer interaction enhance new product success? J Bus Res 49:1–14CrossRef Gruner KE, Homburg C (2000) Does customer interaction enhance new product success? J Bus Res 49:1–14CrossRef
29.
go back to reference Hardy KG, Magrath AJ (1989) Dealing with cheating in distribution. Eur J Mark 23(2):123–129CrossRef Hardy KG, Magrath AJ (1989) Dealing with cheating in distribution. Eur J Mark 23(2):123–129CrossRef
30.
go back to reference Harms R, Konrad E, Schwarz E (2009) Spin-offs im Kontext von Open Innovation. In: Walter A, Auer M (Hrsg) Academic Entrepreneurship, 1. Aufl. Gabler, Wiesbaden, S 143–165 Harms R, Konrad E, Schwarz E (2009) Spin-offs im Kontext von Open Innovation. In: Walter A, Auer M (Hrsg) Academic Entrepreneurship, 1. Aufl. Gabler, Wiesbaden, S 143–165
31.
go back to reference Heinemann G (2008) Multi-Channel-Handel: Erfolgsfaktoren und Best Practices, 2. Aufl. Gabler, Wiesbaden Heinemann G (2008) Multi-Channel-Handel: Erfolgsfaktoren und Best Practices, 2. Aufl. Gabler, Wiesbaden
32.
go back to reference Hennart J-F (1988) A transaction costs theory of equity joint ventures. Strateg Manag J 9(4):361–374CrossRef Hennart J-F (1988) A transaction costs theory of equity joint ventures. Strateg Manag J 9(4):361–374CrossRef
33.
go back to reference Hills GE, Hultman CM, Miles MP (2008) The evolution and development of entrepreneurial marketing. J Small Bus Manag 46(1):99–112CrossRef Hills GE, Hultman CM, Miles MP (2008) The evolution and development of entrepreneurial marketing. J Small Bus Manag 46(1):99–112CrossRef
34.
go back to reference Holcomb TR, Hitt MA (2007) Toward a model of strategic outsourcing. J Operat Manage 25:464–481CrossRef Holcomb TR, Hitt MA (2007) Toward a model of strategic outsourcing. J Operat Manage 25:464–481CrossRef
35.
go back to reference Jacobides MG, Winter SG (2005) The co-evolution of capabilities and transaction costs: explaining the institutional structure of production. Strateg Manag J 26:395–413CrossRef Jacobides MG, Winter SG (2005) The co-evolution of capabilities and transaction costs: explaining the institutional structure of production. Strateg Manag J 26:395–413CrossRef
36.
go back to reference Jones JM, Ritz CJ (1991) Incorporating distribution into new product diffusion models. Int J Res Mark 8:91–112CrossRef Jones JM, Ritz CJ (1991) Incorporating distribution into new product diffusion models. Int J Res Mark 8:91–112CrossRef
37.
go back to reference Lee KS, Tan SJ (2003) E-retailing versus physical retailing: a theoretical model and empirical test of consumer choice. J Bus Res 56:877–885CrossRef Lee KS, Tan SJ (2003) E-retailing versus physical retailing: a theoretical model and empirical test of consumer choice. J Bus Res 56:877–885CrossRef
38.
go back to reference Lettl C, Herstatt C, Gemuenden HG (2006) Users’ contributions to radical innovation: evidence from four cases in the field of medical equipment technology. R D Management 36(3):251–272CrossRef Lettl C, Herstatt C, Gemuenden HG (2006) Users’ contributions to radical innovation: evidence from four cases in the field of medical equipment technology. R D Management 36(3):251–272CrossRef
39.
go back to reference Madhok A (2002) Reassessing the fundamentals and beyond: Ronald Coase, the transaction cost and resource-based theories of the firm and the institutional structure of production. Strateg Manag J 23:535–550CrossRef Madhok A (2002) Reassessing the fundamentals and beyond: Ronald Coase, the transaction cost and resource-based theories of the firm and the institutional structure of production. Strateg Manag J 23:535–550CrossRef
40.
go back to reference McIvor R (2009) How the transaction cost and resource-based theories of the firm inform outsourcing evaluation. J Operat Manage 27:45–63CrossRef McIvor R (2009) How the transaction cost and resource-based theories of the firm inform outsourcing evaluation. J Operat Manage 27:45–63CrossRef
41.
go back to reference Neus W (2005) Einführung in die Betriebswirtschaftslehre, 4. Aufl. Mohr Siebeck, Tübingen Neus W (2005) Einführung in die Betriebswirtschaftslehre, 4. Aufl. Mohr Siebeck, Tübingen
42.
go back to reference Noble SM, Griffith DA, Weinberger MG (2005) Consumer derived utilitarian value and channel utilization in a multi-channel retail context. J Bus Res 58:1643–1651CrossRef Noble SM, Griffith DA, Weinberger MG (2005) Consumer derived utilitarian value and channel utilization in a multi-channel retail context. J Bus Res 58:1643–1651CrossRef
43.
go back to reference Öberg C (2010) Customer roles in innovations. Intern J Innov Manage 14(6):989–1011CrossRef Öberg C (2010) Customer roles in innovations. Intern J Innov Manage 14(6):989–1011CrossRef
44.
go back to reference Penrose ET (2009) The theory of the growth of the firm, 4. Aufl. OUP, Oxford Penrose ET (2009) The theory of the growth of the firm, 4. Aufl. OUP, Oxford
45.
go back to reference Pfähler W, Wiese H (2008) Unternehmensstrategien im Wettbewerb: Eine spieltheoretische Analyse. Springer, Berlin Pfähler W, Wiese H (2008) Unternehmensstrategien im Wettbewerb: Eine spieltheoretische Analyse. Springer, Berlin
46.
go back to reference Porter M (2008) On competition. Harvard Business School, Boston Porter M (2008) On competition. Harvard Business School, Boston
47.
go back to reference Raasch C, Herstatt C, Lock P (2008) The dynamics of user innovation: drivers and impediments of innovation activities. Intern J Innov Manage 12(3):377–398CrossRef Raasch C, Herstatt C, Lock P (2008) The dynamics of user innovation: drivers and impediments of innovation activities. Intern J Innov Manage 12(3):377–398CrossRef
48.
go back to reference Rosenbloom B (2007) Multi-channel strategy in business-to-business-markets: prospects and problems. Ind Mark Manage 36:4–9CrossRef Rosenbloom B (2007) Multi-channel strategy in business-to-business-markets: prospects and problems. Ind Mark Manage 36:4–9CrossRef
49.
go back to reference Shepherd DA, Zacharakis A (2003) A new venture’s cognitive legitimacy: an assessment by customers. J Small Bus Manag 41(2):148–167CrossRef Shepherd DA, Zacharakis A (2003) A new venture’s cognitive legitimacy: an assessment by customers. J Small Bus Manag 41(2):148–167CrossRef
50.
go back to reference Shepherd D, Douglas E, Shanely M (2000) New venture survival: ignorance, external shocks, and risk reduction strategies. J Bus Ventur 15:393–410CrossRef Shepherd D, Douglas E, Shanely M (2000) New venture survival: ignorance, external shocks, and risk reduction strategies. J Bus Ventur 15:393–410CrossRef
51.
go back to reference Simon H (1961) Administrative behavior. Macmillan, New York Simon H (1961) Administrative behavior. Macmillan, New York
52.
go back to reference Song M, Podoynitsyna K, Bij H van der, Halman JIM (2008) Success factors in new ventures: a meta-analysis. J Prod Innov Managet 25:7–27CrossRef Song M, Podoynitsyna K, Bij H van der, Halman JIM (2008) Success factors in new ventures: a meta-analysis. J Prod Innov Managet 25:7–27CrossRef
53.
go back to reference Stinchcombe A (1965) Social structures and organizations. In: March J (Hrsg) Handbook of organizations. Rand McNally, Chicago, S 149–193 Stinchcombe A (1965) Social structures and organizations. In: March J (Hrsg) Handbook of organizations. Rand McNally, Chicago, S 149–193
54.
go back to reference Teece DJ (1986) Profiting from technological innovation: implications for integration, collaboration, licensing and public policy. Res Pol 15:285–305CrossRef Teece DJ (1986) Profiting from technological innovation: implications for integration, collaboration, licensing and public policy. Res Pol 15:285–305CrossRef
55.
go back to reference Hippel E von (1986) Lead users: a source of novel product concepts. Manage Sci 32(7):791–805CrossRef Hippel E von (1986) Lead users: a source of novel product concepts. Manage Sci 32(7):791–805CrossRef
56.
go back to reference Walker G, Weber D (1984) A transaction cost approach to make-or-buy decisions. Admin Sci Quat 29(3):373–391CrossRef Walker G, Weber D (1984) A transaction cost approach to make-or-buy decisions. Admin Sci Quat 29(3):373–391CrossRef
57.
go back to reference Watzl B, Leitzmann C (2005) Bioaktive Substanzen in Lebensmitteln. Hippokrates, Stuttgart Watzl B, Leitzmann C (2005) Bioaktive Substanzen in Lebensmitteln. Hippokrates, Stuttgart
58.
go back to reference Williamson OE (1975) Markets and hierarchies. Free Press, New York Williamson OE (1975) Markets and hierarchies. Free Press, New York
59.
go back to reference Williamson OE (1981) The economics of organization: the transaction cost approach. Am J Sociol 87(3):548–577CrossRef Williamson OE (1981) The economics of organization: the transaction cost approach. Am J Sociol 87(3):548–577CrossRef
60.
go back to reference Williamson OE (1985) The economic institutions of capitalism. Free Press, New York Williamson OE (1985) The economic institutions of capitalism. Free Press, New York
61.
go back to reference Williamson OE (1996) The mechanisms of governance. Oxford University Press, Oxford Williamson OE (1996) The mechanisms of governance. Oxford University Press, Oxford
62.
go back to reference Williamson OE (1999) Strategy research: governance and competence perspectives. Strateg Manag J 20:1087–1108CrossRef Williamson OE (1999) Strategy research: governance and competence perspectives. Strateg Manag J 20:1087–1108CrossRef
63.
go back to reference Wirtz BW (2008) Multi-Channel-Marketing: Grundlagen, Instrumente und Prozesse, 1. Aufl. Gabler, Wiesbaden Wirtz BW (2008) Multi-Channel-Marketing: Grundlagen, Instrumente und Prozesse, 1. Aufl. Gabler, Wiesbaden
64.
go back to reference Woodruff RB (1997) Customer value: the next source for competitive advantage. J Acad Mark Sci 25(2):139–153CrossRef Woodruff RB (1997) Customer value: the next source for competitive advantage. J Acad Mark Sci 25(2):139–153CrossRef
65.
go back to reference Zettelmeyer F (2000) Expanding to the internet: pricing and communications strategies when firms compete on multiple channels. J Marketing Res 37:292–308CrossRef Zettelmeyer F (2000) Expanding to the internet: pricing and communications strategies when firms compete on multiple channels. J Marketing Res 37:292–308CrossRef
66.
go back to reference Zimmermann MA, Zeitz GJ (2002) Beyond survival: achieving new venture growth by building legitimacy. Acad Manage Rev 27(3):414–431 Zimmermann MA, Zeitz GJ (2002) Beyond survival: achieving new venture growth by building legitimacy. Acad Manage Rev 27(3):414–431
Metadata
Title
Multi-Channel-Vertrieb: Eine Erfolgsstrategie für privatwirtschaftliche Spin-outs
Author
Nora Otte
Copyright Year
2014
DOI
https://doi.org/10.1007/978-3-658-03598-3_6