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Publikumszeitschriften im Ausland erfolgreich positionieren: Strategische und taktische Fragen der Internationalisierung von Verlagen

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  • Pezoldt, Kerstin
  • Merget, Benedikt

Abstract

Die Internationalisierung der Aktivitäten von Verlagshäusern bildet einen strategischen Schwerpunkt unternehmerischer Tätigkeit. Der Beitrag analysiert, ob und wie strategische Aspekte der internationalen Marktbearbeitung im Zeitschriftenmarkt identifiziert und anschließend in die Internationalisierungskonzeption eines Verlagshauses integriert werden können. Der Ansatz der differenzierten Standardisierung liefert eine ganzheitliche Lösung, um den heterogenen Bedingungen bei der Erschließung von Zeitschriftenmärkten in unterschiedlichen geografischen Räumen gerecht zu werden. Seine Adaption auf die Besonderheiten des medialen Gutes Zeitschrift eröffnet die Möglichkeit, neue Erfolgpotenziale für internationalisierende Verlage zu erschließen.

Suggested Citation

  • Pezoldt, Kerstin & Merget, Benedikt, 2009. "Publikumszeitschriften im Ausland erfolgreich positionieren: Strategische und taktische Fragen der Internationalisierung von Verlagen," Ilmenauer Schriften zur Betriebswirtschaftslehre, Technische Universität Ilmenau, Institut für Betriebswirtschaftslehre, volume 7, number 72009.
    • Handle: RePEc:zbw:tuisbw:72009
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    References listed on IDEAS

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    1. P.-L. Dubois & A. Jolibert, 2005. "Le marketing," Post-Print halshs-00095259, HAL.
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