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Corporate Governance: Regulatory Fit als strategisches Marketing für den Automobilmarkt

In: Pandemie als nicht alltägliches Event-Risk

Author

Listed:
  • Lauritz Luttermann

    (Catholic University of Eichstätt-Ingolstadt)

Abstract

Zusammenfassung Dieser Beitrag behandelt die Regulatorische Fokus-Theorie nach Higgins im Kontext von Corporate Governance im Automobilmarkt mit einem thematischen Schwerpunkt auf Russland. Hervor tritt dabei die zielgenaue Ansprache des situativen Fokus und der motivationalen Orientierung eines Konsumenten, um ein für effiziente Corporate Governance gewünschtes Verhalten zu initiieren. Gezeigt werden konkrete Gestaltungsmöglichkeiten, um einen Regulatorischen Fit durch strategisches Marketing kommunikativ herzustellen und Gewinn zu erzielen. Hierfür wird speziell das Kommunikationsinstrument des Testimonials diskutiert. Insgesamt werden strategische Implikationen und kritische Aspekte für die Praxis interkulturell aufgezeigt.

Suggested Citation

  • Lauritz Luttermann, 2022. "Corporate Governance: Regulatory Fit als strategisches Marketing für den Automobilmarkt," Springer Books, in: Tatjana Nikitina & Clemens Renker (ed.), Pandemie als nicht alltägliches Event-Risk, pages 129-140, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-36504-2_14
    DOI: 10.1007/978-3-658-36504-2_14
    as

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