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Die empirische Erfolgsfaktorenforschung und ihr Beitrag zum Marketing: Eine Bestandsaufnahme

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  • Fritz, Wolfgang

Abstract

In diesem Aufsatz werden zunächst Ziele und Richtungen sowie Ansätze und Resultate der empirischen Erfolgsfaktorenforschung dargestellt. Vor diesem Hintergrund gilt dann das Hauptinteresse speziell den Erfolgsfaktoren im Marketing. Es zeigt sich, daß erfolgreiche Unternehmen über ein ausgeprägtes marktorientiertes Selbstverständnis verfügen und zahlrecihe Marketing-Strategien konsequenter verfolgen als weniger erfolgreiche Unternhemen. Erfolgreiche Unternehmen praktizieren offenbar ein intensiveres normatives und strategisches Marketing-Management zugleich. Unter dem zuletzt genannten Aspekt wird dann ausführlicher insbesondere auf die Resultate der PIMS-Forschung eingegangen. Abschließend werden die Konsequenzen der Erfolgfaktorenforschung für die Marketing-Praxis diskutiert.

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  • Fritz, Wolfgang, 1993. "Die empirische Erfolgsfaktorenforschung und ihr Beitrag zum Marketing: Eine Bestandsaufnahme," Working Papers 93/12, Technische Universität Braunschweig, Institute of Marketing.
    • Handle: RePEc:zbw:tbsimw:9312
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    1. Dan Schendel & G. Richard Patton, 1978. "A Simultaneous Equation Model of Corporate Strategy," Management Science, INFORMS, vol. 24(15), pages 1611-1621, November.
    2. Hildebrandt, Lutz, 1988. "Store image and the prediction of performance in retailing," Journal of Business Research, Elsevier, vol. 17(1), pages 91-100, August.
    3. Robert Jacobson, 1990. "Unobservable Effects and Business Performance," Marketing Science, INFORMS, vol. 9(1), pages 74-85.
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    1. Stefan Müller & Katja Gelbrich, 2001. "Interkulturelle Kompetenz als neuartige Anforderung an Entsandte: Status quo und Perspektiven der Forschung," Schmalenbach Journal of Business Research, Springer, vol. 53(3), pages 246-272, May.
    2. Fritz, Wolfgang, 1994. "Die Produktqualität: Ein Schlüsselfaktor des Unternehmenserfolgs?," Working Papers 94/03, Technische Universität Braunschweig, Institute of Marketing.

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