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Planung und Wachstumssteuerung digitaler Geschäftsmodelle

In: Digitales Management und Marketing

Author

Listed:
  • Stefan Detscher

    (Hochschule für Wirtschaft und Umwelt (HfWU) Nürtingen-Geislingen)

  • Oliver Würtenberger

Abstract

Zusammenfassung Digitale Geschäftsmodelle erlangen eine immer größere Bedeutung, weshalb deren Planung und Steuerung für Unternehmen von großer Relevanz geworden ist. Durch Ansätze wie den Business Model Canvas und Growth Hacking werden Wert- & Wachstumstreiber abgeleitet, in Unit Economics übersetzt und auf deren Basis das Geschäft szenarienhaft geplant und dessen Traktion wertsteigernd gesteuert werden kann. Systembasiertes Echtzeit-Monitoring und permanentes agiles Forecasting sind dabei essenzielle Instrumente. Daher hat die (rollierende) Planung mittels eines Treibermodells aufgrund der Dynamik digitaler Geschäftsmodelle eine zentrale Rolle.

Suggested Citation

  • Stefan Detscher & Oliver Würtenberger, 2021. "Planung und Wachstumssteuerung digitaler Geschäftsmodelle," Springer Books, in: Stefan Detscher (ed.), Digitales Management und Marketing, chapter 0, pages 77-94, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-33731-5_6
    DOI: 10.1007/978-3-658-33731-5_6
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