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Verbesserung der Erlöse: Nutzenkommunikation für 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 Die vorangehenden Ausführungen haben deutlich gemacht, dass zahlreiche Unternehmen die margenträchtigen Potenziale hybrider Leistungsbündel nicht hinreichend ausschöpfen können, da es ihnen - insbesondere in Bezug auf die darin enthaltenen Dienstleistungsbestandteile - an einer strikt marktorientierten und damit gewinnoptimierenden Perspektive mangelt.

Suggested Citation

  • Klaus Backhaus & Jörg Becker & Daniel Beverungen & Margarethe Frohs & Ralf Knackstedt & Oliver Müller & Michael Steiner & Matthias Weddeling, 2010. "Verbesserung der Erlöse: Nutzenkommunikation für hybride Leistungsbündel," Springer Books, in: Vermarktung hybrider Leistungsbündel, chapter 6, pages 269-298, Springer.
    • Handle: RePEc:spr:sprchp:978-3-642-12830-1_6
    DOI: 10.1007/978-3-642-12830-1_6
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