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Integrationsnotwendigkeiten im Marketing und Vertrieb bei der Transformation zum Lösungsanbieter — Ergebnisse einer empirischen Studie und Schlussfolgerungen

Author

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  • Manfred Bruhn

    (Wirtschaftswissenschaftliche Fakultät der Universität Basel)

  • Daniela B. Schäfer

    (Wirtschaftswissenschaftliche Fakultät der Universität Basel)

  • Verena Schoenmüller

    (Wirtschaftswissenschaftliche Fakultät der Universität Basel)

Abstract

Zusammenfassung Konflikte zwischen den Abteilungen Marketing und Vertrieb sind in unterschiedlichen Situationen in der Unternehmenspraxis sehr häufig beobachtbar. Die Literatur zeigt, dass eine erfolgreiche Integration dieser Abteilungen zur Lösung der Konflikte beiträgt, den Anbieter zum kundenorientierten Problemlöser entwickelt und schließlich den Unternehmenserfolg erhöht. Der vorliegende Beitrag analysiert, welche Faktoren den Integrationsgrad und Unternehmenserfolg unter Berücksichtigung situativer Bedingungen steigern. Die Ergebnisse einer empirischen Studie zeigen, dass integrationsorientierte Strukturen, Systeme und Kultur lediglich einen indirekten Einfluss über die Marketing-Vertriebs-Integration auf den Unternehmenserfolg haben. Dies impliziert, dass erst die Sicherstellung der Integration eine Steigerung des Unternehmenserfolgs ermöglicht. Während eine hohe Wettbewerbsintensität diese Zusammenhänge verstärkt, erzeugt die Kundenkonzentration keine signifikanten, die Umfeldunsicherheit hingegen teilweise signifikante Effekte. Auf der Grundlage der empirischen Ergebnisse werden Möglichkeiten der beiden Abteilungen für die Transformation zum Lösungsanbieter aufgezeigt.

Suggested Citation

  • Manfred Bruhn & Daniela B. Schäfer & Verena Schoenmüller, 2012. "Integrationsnotwendigkeiten im Marketing und Vertrieb bei der Transformation zum Lösungsanbieter — Ergebnisse einer empirischen Studie und Schlussfolgerungen," Schmalenbach Journal of Business Research, Springer, vol. 64(65), pages 88-113, January.
    • Handle: RePEc:spr:sjobre:v:64:y:2012:i:65:d:10.1007_bf03373008
    DOI: 10.1007/BF03373008
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    References listed on IDEAS

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