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eBranding im internationalen Kontext

In: Brand Evolution

Author

Listed:
  • Nadine Walter

    (Hochschule Pforzheim)

Abstract

Zusammenfassung Die Markenführung eines Unternehmens wird durch unterschiedliche Umwelteinflüsse und Ländereigenschaften beeinflusst. Als wichtigste Einflussfaktoren gelten makroökonomische (wirtschaftliche, politisch-rechtliche, soziokulturelle) und mikroökonomische (Konsumenten, Marketinginfrastruktur, Wettbewerb, Handel) Determinanten. Basierend auf der Kenntnis dieser Faktoren, muss eine internationale Markenführung eine ausgewogene Balance zwischen Standardisierung (zur Erreichung von Kosteneffizienz) und Differenzierung (zur Anpassung an spezifisch lokale Gegebenheiten) erreicht werden. Basierend auf der Analyse von zahlreichen erfolgreichen und gescheiterten Online-Markenaktivitäten aus der Praxis wurden in dem vorliegenden Artikel sieben Erfolgsfaktoren identifiziert, die sich im eBranding als wesentlich herauskristallisiert haben.

Suggested Citation

  • Nadine Walter, 2022. "eBranding im internationalen Kontext," Springer Books, in: Elke Theobald & Brigitte Gaiser (ed.), Brand Evolution, edition 3, pages 245-261, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-35916-4_11
    DOI: 10.1007/978-3-658-35916-4_11
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