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Hybride Leistungsbündel

In: Vermarktung hybrider Leistungsbündel

Author

Listed:
  • Klaus Backhaus

    (Westfälische Wilhelms-Universität Münster)

  • Jörg Becker

    (Westfälische Wilhelms-Universität Münster)

  • Daniel Beverungen

    (Westfälische Wilhelms-Universität Münster)

  • Margarethe Frohs

    (Westfälische Wilhelms-Universität Münster)

  • Ralf Knackstedt

    (Westfälische Wilhelms-Universität Münster)

  • Oliver Müller

    (Westfälische Wilhelms-Universität Münster)

  • Michael Steiner

    (Westfälische Wilhelms-Universität Münster)

  • Matthias Weddeling

    (Westfälische Wilhelms-Universität Münster)

Abstract

Zusammenfassung Unternehmen müssen ihren Kunden ein Leistungsangebot zur Verfügung stellen, das aus Kundensicht einen Mehrwert gegenüber konkurrierenden Leistungsangeboten liefert. Dieser Mehrwert kann in einem Nutzenvorteil und/oder einem Preisvorteil bestehen. Die deutsche Investitionsgüterindustrie hat lange Zeit erfolgreich versucht, diesen Differenzierungsvorteil durch technologisch überlegene Produkte (Sachgüter) zu schaffen.

Suggested Citation

  • Klaus Backhaus & Jörg Becker & Daniel Beverungen & Margarethe Frohs & Ralf Knackstedt & Oliver Müller & Michael Steiner & Matthias Weddeling, 2010. "Hybride Leistungsbündel," Springer Books, in: Vermarktung hybrider Leistungsbündel, chapter 1, pages 1-11, Springer.
  • Handle: RePEc:spr:sprchp:978-3-642-12830-1_1
    DOI: 10.1007/978-3-642-12830-1_1
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