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Professionalisierung des Marketingmanagements für Wostok: Eine Fallstudie zur Gründung und Markeneinführung in der Erfrischungsgetränkebranche

Author

Listed:
  • Hoxtell, Annette
  • Manz, Jacqueline

Abstract

Die Fallstudie beleuchtet Entwicklungsprozesse im Marketing, die die Gründungsund Konsolidierungsphase typischerweise charakterisieren. Sie zeigt, wie das Marketing der Baikal Getränke GmbH, eines kleinen Berliner Unternehmens in der Erfrischungsgetränkebranche, durch diesen Wandel hindurch von Entrepreneurial Marketing-Elementen wie Intuition und Kreativität geprägt wird.

Suggested Citation

  • Hoxtell, Annette & Manz, Jacqueline, 2019. "Professionalisierung des Marketingmanagements für Wostok: Eine Fallstudie zur Gründung und Markeneinführung in der Erfrischungsgetränkebranche," PraxisWissen - German Journal of Marketing, AfM – Arbeitsgemeinschaft für Marketing, vol. 4(01/2019), pages 97-111.
    • Handle: RePEc:zbw:afmpwm:261146
    DOI: 10.15459/95451.34
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    References listed on IDEAS

    as
    1. Sascha Kraus & Rainer Harms & Matthias Fink, 2010. "Entrepreneurial marketing: moving beyond marketing in new ventures," International Journal of Entrepreneurship and Innovation Management, Inderscience Enterprises Ltd, vol. 11(1), pages 19-34.
    2. Jimmy Hill & Len Tiu Wright, 2000. "Defining The Scope Of Entrepreneurial Marketing: A Qualitative Approach," Journal of Enterprising Culture (JEC), World Scientific Publishing Co. Pte. Ltd., vol. 8(01), pages 23-46.
    3. Gerald E. Hills & Claes M. Hultman & Sascha Kraus & Reinhard Schulte, 2010. "History, theory and evidence of entrepreneurial marketing – an overview," International Journal of Entrepreneurship and Innovation Management, Inderscience Enterprises Ltd, vol. 11(1), pages 3-18.
    Full references (including those not matched with items on IDEAS)

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