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Die quantitative Inhaltsanalyse als Instrument zur Bestimmung des Dienstleistungsanteils von Sachgüterunternehmen

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  • Kessler, Tim

Abstract

Die Erforschung des Phänomens der verstärkten Dienstleistungsorientierung von Sachgüterunternehmen findet sowohl in der Managementliteratur als auch bei Praktikern zunehmend Beachtung. Mit der quantitativen Analyse der Wirkungszusammenhänge und dem Erfolg von Dienstleistungsstrategien bei Sachgüterunternehmen beschäftigen sich hingegen bislang lediglich wenige Studien. Dieser Umstand begründet sich vornehmlich durch die bis dato unzureichende Datenlage hinsichtlich des Dienstleistungsanteils von Unternehmen. Die fehlende Kenntnis über den Dienstleistungsanteil stellt ein elementares Problem bei der quantitativen Analyse der Strategie der Dienstleistungsdiversifikation von Sachgüterunternehmen dar. Die genaue Bestimmung des Dienstleistungsanteils ist für viele Unternehmen aktuell nicht möglich, da die Ausweispraxis sehr heterogen ist und keine Verpflichtung zum Ausweis von Dienstleistungen besteht. Die vorliegende Untersuchung zielt auf die Überwindung dieser Problematik ab und stellt mit der quantitativen Inhaltsanalyse ein alternatives Instrument zur Bestimmung des Dienstleistungsanteils von Sachgüterunternehmen vor. Es kann gezeigt werden, dass die quantitative Inhaltsanalyse von Geschäftsberichten, im Sinne der Ermittlung von relativen Schlagworthäufigkeiten, ein wertvolles Instrument zur Bestimmung des Dienstleistungsanteils von Sachgüterunternehmen darstellt, das dazu beitragen kann bestehende Einschränkungen zu überwinden und eine solide Datenbasis für zukünftige quantitative Untersuchungen des Phänomens zunehmender Dienstleistungsorientierung zu liefern.

Suggested Citation

  • Kessler, Tim, 2011. "Die quantitative Inhaltsanalyse als Instrument zur Bestimmung des Dienstleistungsanteils von Sachgüterunternehmen," Discussion Papers on Strategy and Innovation 11-04, Philipps-University Marburg, Department of Technology and Innovation Management (TIM).
    • Handle: RePEc:zbw:martim:1104
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