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Warum ist eine starke Marke wichtig für den deutschen Mittelstand?

Author

Listed:
  • Hellstern, Sarah
  • Menig, Vanessa
  • Mörk, Janina
  • Schopf, Julia
  • Zimmermann, Laura
  • Ulrich, Julius
  • Torgull, Parwiz
  • Nufer, Gerd

Abstract

Eine starke, zukunftsfähige Marke ist ein wesentlicher Treiber für erfolgreiche Geschäftsmodelle, Produkte und Services - das gilt auch für den deutschen Mittelstand. Der Beitrag zeigt, weshalb es für den Mittelstand vielversprechend ist, sich eine starke Marke aufzubauen. Denn eines ist mit großer Sicherheit zu sagen: Märkte ändern sich, starke Marken aber bleiben.

Suggested Citation

  • Hellstern, Sarah & Menig, Vanessa & Mörk, Janina & Schopf, Julia & Zimmermann, Laura & Ulrich, Julius & Torgull, Parwiz & Nufer, Gerd, 2019. "Warum ist eine starke Marke wichtig für den deutschen Mittelstand?," Reutlingen Working Papers on Marketing & Management 2019-5, Reutlingen University, ESB Business School.
    • Handle: RePEc:zbw:esbwmm:20195
    DOI: 10.15496/publikation-33534
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