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Instrumente der Analyse in der Investor Relations und Finanzkommunikation

In: Handbuch Investor Relations und Finanzkommunikation

Author

Listed:
  • Monika Kovarova-Simecek

    (Fachhochschule St. Pölten)

  • Tassilo Pellegrini

    (Fachhochschule St. Pölten)

Abstract

Zusammenfassung Die Wirksamkeit der Maßnahmen der Investor Relations erweist sich letztlich in den Aussagen, Diskursen und im Verhalten der Kapitalmarktakteure. Deren Analyse ist daher von entscheidender Bedeutung für die strategische Steuerung der Investor Relations. Die Digitalisierung der Finanzkommunikation geht mit einem Wandel der Kommunikationskanäle, -formate und -muster einher sowie mit neuen Intermediären und einem heterogeneren Adressatenkreis. Vor diesem Hintergrund stellt die Identifikation der Zielgruppen und die Beobachtung der Meinungsmärkte eine Herausforderung für die Investor Relations dar, die den Einsatz adäquater, digitaler Analyseinstrumente erforderlich macht.

Suggested Citation

  • Monika Kovarova-Simecek & Tassilo Pellegrini, 2022. "Instrumente der Analyse in der Investor Relations und Finanzkommunikation," Springer Books, in: Christian Pieter Hoffmann & Dirk Schiereck & Ansgar Zerfaß (ed.), Handbuch Investor Relations und Finanzkommunikation, pages 229-249, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-23150-7_14
    DOI: 10.1007/978-3-658-23150-7_14
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