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Exzellenzkommunikation In Der Milch- Und Fleischverarbeitenden Industrie In Deutschland: Ein Branchenvergleich

Author

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  • Ding, Jana-Lisa
  • Gebhardt, Beate

Abstract

Die Darstellung von Exzellenz bietet Unternehmen die Möglichkeit sich von ihren Mitbewerbern abzuheben und eine Vorbildfunktion einzunehmen. Um als herausragendes Unternehmen wahrgenommen zu werden, müssen Unternehmen über ihre Aktivitäten oder Produkte kommunizieren. Dieser Beitrag vergleicht die Exzellenzkommunikation von insgesamt 1.179 Unternehmen zweier großer Branchen innerhalb der Ernährungswirtschaft und zeigt: Die milchverarbeitende Industrie kommuniziert auf ihren Internetseiten deutlich häufiger über Nachhaltigkeit, Awards oder Zertifizierungen als die fleischverarbeitende Industrie.

Suggested Citation

  • Ding, Jana-Lisa & Gebhardt, Beate, 2018. "Exzellenzkommunikation In Der Milch- Und Fleischverarbeitenden Industrie In Deutschland: Ein Branchenvergleich," 58th Annual Conference, Kiel, Germany, September 12-14, 2018 275857, German Association of Agricultural Economists (GEWISOLA).
    • Handle: RePEc:ags:gewi18:275857
    DOI: 10.22004/ag.econ.275857
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