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Das Investitionsgütermarketing vor neuen Herausforderungen: Ergebnisse empirischer Studien

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  • Fritz, Wolfgang

Abstract

Investitionsgüterhersteller sehen sich gravierenden Marktherausforderungen gegenüber, etwa dem Eintritt neuer Wettbewerber in den Absatzmarkt, steigenden FuE-Kosten bei sinkenden Produktlebenszeiten, einem veränderten Kundenverhalten, deren Bewältigung ein marktorientiertes Führungskonzept erforderlich macht. Jedoch schöpfen die Unternehmen der Investitionsgüterindustrie das dem Marketingmanagement inhärente Erfolgspotential bisher bei weitem nicht aus. Dies liegt weniger an den Grundideen des Marketing, zu denen sich auch Investitionsgüterhersteller bekennen, sondern vielmehr an der konsequenten Umsetzung dieser Ideen in strategische und taktisch-operative Maßnahmen, die bisher unzureichend ist, was durch empirische Untersuchungen belegt wird. Vor diesem Hintergrund sind Ansatzpunkte für eine bessere Realisation der Grundideen des Marketing u. a. im Rahmen der Produkt-, Preis-, Kommunikations- und Distributionspolitik verdeutlicht worden, die dazu beitragen können, das Umsetzungsdefizit des Marketing in der Investitionsgüterindustrie zu vermindern.

Suggested Citation

  • Fritz, Wolfgang, 1993. "Das Investitionsgütermarketing vor neuen Herausforderungen: Ergebnisse empirischer Studien," Working Papers 93/02, Technische Universität Braunschweig, Institute of Marketing.
    • Handle: RePEc:zbw:tbsimw:9302
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    1. Eric von Hippel, 1986. "Lead Users: A Source of Novel Product Concepts," Management Science, INFORMS, vol. 32(7), pages 791-805, July.
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