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Handelsvertreter oder Reisende? Eine Überprüfung von Hypothesen der neuen Institutionenlehre zur Absatzformwahl

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  • Krafft, Manfred

Abstract

In der jüngsten Vergangenheit wird der Effizienz und Effektivität von Funktionen, die von Unternehmen selbst wahrgenommen werden, erhöhte Aufmerksamkeit geschenkt. Während diese Diskussion bisher auf den Bereich der Beschaffung und Produktion beschränkt war, wird neuerdings im Rahmen von Lean-Konzepten überprüft, inwieweit Marketingfunktionen von Unternehmen oder von externen Vertragspartnern wahrgenommen werden sollten.1 Der Frage, ob Aufgaben des Persönlichen Verkaufs von Reisenden, also Angestellten des Unternehmens, oder von Handelsvertretern auszuüben sind, soll in diesem Beitrag nachgegangen werden. Dabei kommt dieser Entscheidung der Vertikalen Integration des Vertriebs eine hohe Tragweite zu, da Unternehmen ihre Absatzform aufgrund hoher Switching Costs nur zögerlich ändern. Beispielsweise erschweren gesetzliche und tarifvertragliche Regelungen wie Kündigungsschutz und Sozialpläne für Reisende oder der Ausgleichsanspruch für Handelsvertreter nach § 89b HGB einen Wechsel der gewählten Absatzform. Auch der erstmaligen Entscheidung für eine Absatzform gehen umfangreiche Kosten- und Nutzenabwägungen voraus...

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  • Krafft, Manfred, 1995. "Handelsvertreter oder Reisende? Eine Überprüfung von Hypothesen der neuen Institutionenlehre zur Absatzformwahl," Manuskripte aus den Instituten für Betriebswirtschaftslehre der Universität Kiel 370, Christian-Albrechts-Universität zu Kiel, Institut für Betriebswirtschaftslehre.
    • Handle: RePEc:zbw:cauman:370
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    References listed on IDEAS

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    1. Erin Anderson, 1985. "The Salesperson as Outside Agent or Employee: A Transaction Cost Analysis," Marketing Science, INFORMS, vol. 4(3), pages 234-254.
    2. Amiya K. Basu & Rajiv Lal & V. Srinivasan & Richard Staelin, 1985. "Salesforce Compensation Plans: An Agency Theoretic Perspective," Marketing Science, INFORMS, vol. 4(4), pages 267-291.
    3. Coughlan, Anne T & Narasimhan, Chakravarthi, 1992. "An Empirical Analysis of Sales-Force Compensation Plans," The Journal of Business, University of Chicago Press, vol. 65(1), pages 93-121, January.
    4. Rajiv Lal & V. Srinivasan, 1993. "Compensation Plans for Single- and Multi-Product Salesforces: An Application of the Holmstrom-Milgrom Model," Management Science, INFORMS, vol. 39(7), pages 777-793, July.
    5. Erin Anderson & David C. Schmittlein, 1984. "Integration of the Sales Force: An Empirical Examination," RAND Journal of Economics, The RAND Corporation, vol. 15(3), pages 385-395, Autumn.
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