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Professionalisierung des Preismanagements auf Business-to-Business-Märkten: Die Rolle der Marktorientierung und der Unternehmenskultur

Author

Listed:
  • Dirk Totzek

    (Universität Mannheim, Postanschrift: Schloss)

  • Sascha Alavi

    (Ruhr-Universität Bochum, Postanschrift: Universitätsstraße 150)

Abstract

Zusammenfassung Auf Business-to-Business-Märkten besteht für viele Unternehmen ein hoher Professionalisierungsbedarf im Preismanagement. Die bisherige Forschung jedoch hat das Preismanagement auf diesen Märkten, insbesondere hinsichtlich der Erfolgsfaktoren intraorganisationaler Preisprozesse, weitgehend vernachlässigt. Daher untersucht die vorliegende Arbeit den Zusammenhang zwischen der Kultur und preisbezogenen Informations- und Koordinationsprozessen als Facetten eines marktorientierten Preismanagements und deren Auswirkungen auf zentrale Erfolgsgrößen. Auf Grundlage einer großzahligen, branchenübergreifenden Stichprobe zeigen wir, dass die Marktorientierung von preisbezogenen Informations- und Koordinationsprozessen den preisbezogenen Erfolg erhöht, der wiederum zu einer höheren Umsatzrentabilität führt. Darüber hinaus identifizieren wir zentrale Gestaltungsfaktoren, die den Zusammenhang zwischen der Marktorientierung des Preismanagements und den Erfolgsgrößen moderieren und so wichtige Implikationen für Unternehmen bieten.

Suggested Citation

  • Dirk Totzek & Sascha Alavi, 2010. "Professionalisierung des Preismanagements auf Business-to-Business-Märkten: Die Rolle der Marktorientierung und der Unternehmenskultur," Schmalenbach Journal of Business Research, Springer, vol. 62(5), pages 533-562, August.
    • Handle: RePEc:spr:sjobre:v:62:y:2010:i:5:d:10.1007_bf03372835
    DOI: 10.1007/BF03372835
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    References listed on IDEAS

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    Keywords

    M 10; M31;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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