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Marketingdefizite ostdeutscher Hersteller werden langsam kleiner

Author

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  • Thomas Nassua
  • Thomas van Laak

Abstract

Die ostdeutsche Industrie hat ihre Leistungsfähigkeit in den letzten fünf Jahren erheblich gesteigert. Trotz dieser Fortschritte hinkt sie auf dem Gebiet des Marketing noch immer hinter ihren westlichen Konkurrenten her. Zu diesem Fazit kommt ein vom Bundeswirtschaftsministerium in Auftrag gegebenes Gutachten. Das Institut für Markforschung, Leipzig und das ifo Institut haben die Absatzsituation ostdeutscher Hersteller am Beispiel der Branchen Textilien und Bekleidung, Glas und Feinkeramik sowie Elektrogeräte und Möbel untersucht. Als Hauptprobleme wurden die immer noch schwache Präsenz auf den westdeutschen und anderen westlichen Märkten, die unzureichende Einschaltung leistungfähiger Vertriebskanäle sowie die geringe nicht-preisliche Präferenzbildung im Handel und bei den Endverbrauchern herausgearbeitet.

Suggested Citation

  • Thomas Nassua & Thomas van Laak, 1995. "Marketingdefizite ostdeutscher Hersteller werden langsam kleiner," ifo Schnelldienst, ifo Institute - Leibniz Institute for Economic Research at the University of Munich, vol. 48(35), pages 20-29, October.
    • Handle: RePEc:ces:ifosdt:v:48:y:1995:i:35:p:20-29
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