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Risk-Management im Rahmen des internationalen Marketing

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  • Berndt, Ralph

Abstract

Der vorliegende Beitrag zeigt die Grenzen der herkömmlichen Theorie des Risk-Management beim internationalen Marketing auf. Die Risiko-Definition ist aus entscheidungstheoretischer Sicht nicht korrekt; der Weg, die einzelnen Länder anhand eines Risiko-Indizes - wie z. B. BERI - zu bewerten, erscheint wenig sinnvoll. Der vorliegende alternative Ansatz zum Risk-Management basiert auf der Risiko-Definition der Entscheidungstheorie. Es wird gezeigt, wie ein gewinnmaximierendes Unternehmen simultan über die Vorteilhaftigkeit eines Auslandsengagements, den Preis für den Auftrag und die Vorteilhaftigkeit der Aufnahme einer Bürgschaft - wie z. B. Hermes - entscheiden kann. Die Vorgehensweise wird anhand eines Beispiels erläutert.

Suggested Citation

  • Berndt, Ralph, 1990. "Risk-Management im Rahmen des internationalen Marketing," Tübinger Diskussionsbeiträge 8, University of Tübingen, School of Business and Economics.
    • Handle: RePEc:zbw:tuedps:8
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