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Markenpolitik in übersättigten Märkten: Zur soziotechnischen Logik der Markenentwicklung

Author

Listed:
  • Krahnert, Friedrich
  • Stangl, Luca
  • Wagner, Martin

Abstract

Komplexität und strukturell übersättigte Gütermärkte sorgen für abnehmende Planbarkeit gesellschaftlicher und betrieblicher Entwicklungsprozesse. Hierbei kommt der Markenpolitik besondere Bedeutung zu, hat sie doch die Aufgabe, allen Stakeholdern gleichermaßen Orientierung zu bieten. Im vorliegenden Discussion Paper wird ein Vorschlag erarbeitet, als soziotechnische Logik der Markenpolitik bezeichnet, mit dessen Hilfe Wechselwirkungen zwischen gesellschaftlichen Wertesystemen und produktbezogenen Funktionsversprechen beschrieben und diskutiert werden können. Anhand zweier Fallstudien wird diese Logik demonstriert, kritisiert und letztlich in fünf Thesen zusammengefasst.

Suggested Citation

  • Krahnert, Friedrich & Stangl, Luca & Wagner, Martin, 2024. "Markenpolitik in übersättigten Märkten: Zur soziotechnischen Logik der Markenentwicklung," IU Discussion Papers - Marketing & Communication 5 (November 2024), IU International University of Applied Sciences.
    • Handle: RePEc:zbw:iubhma:307135
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    References listed on IDEAS

    as
    1. Puls, Thomas & Fritsch, Manuel, 2020. "Eine Branche unter Druck: Die Bedeutung der Autoindustrie für Deutschland," IW-Reports 43/2020, Institut der deutschen Wirtschaft (IW) / German Economic Institute.
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    More about this item

    Keywords

    Unternehmertum; Management; Strategie; Marketing; Komplexität; Kommunikationspolitik; Produktpolitik; Markenpolitik; Markensoziologie; Marktsoziologie;
    All these keywords.

    JEL classification:

    • M - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics

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