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Die Standardisierung des Marketing im internationalen E-Commerce

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  • Fritz, Wolfgang
  • Dees, Heiko

Abstract

Die Standardisierung des Marketing ist seit den 1960er Jahren eine Schlüsselfrage bei der Internationalisierung von Unternehmen, zu der in den letzten Jahrzehnten zahlreiche Beiträge veröffentlicht worden sind. Allerdings fehlt es bisher an Studien, die dieser Frage im Rahmen des internationalen E-Commerce nachgehen. Die Autoren zeigen im vorliegenden Beitrag empirisch, dass die einzelnen Marketing-Instrumente und -Prozesse im internationalen B2C-E-Commerce in einem unterschiedlich hohen Maße standardisiert werden. Ferner wird mittels einer Kausalanalyse nachgewiesen, dass sich die Standardisierung des Marketing positiv auf den Unternehmenserfolg im internationalen E-Commerce auswirkt.

Suggested Citation

  • Fritz, Wolfgang & Dees, Heiko, 2005. "Die Standardisierung des Marketing im internationalen E-Commerce," Working Papers 05/03, Technische Universität Braunschweig, Institute of Marketing.
    • Handle: RePEc:zbw:tbsimw:0503
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    References listed on IDEAS

    as
    1. Jarvis, Cheryl Burke & MacKenzie, Scott B & Podsakoff, Philip M, 2003. "A Critical Review of Construct Indicators and Measurement Model Misspecification in Marketing and Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 30(2), pages 199-218, September.
    2. Fritz, Wolfgang & Dees, Heiko, 2004. "Die Standardisierung des internationalen E-Marketing von Handelsunternehmen: Erste Ergebnisse eines Forschungsprojekts," Working Papers 04/01, Technische Universität Braunschweig, Institute of Marketing.
    3. Balaji S. Chakravarthy, 1986. "Measuring strategic performance," Strategic Management Journal, Wiley Blackwell, vol. 7(5), pages 437-458, September.
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