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Handelsplattformen im Internet: Eine Literaturstudie zur empirischen Evidenz

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  • Rach, Sabine
  • Tschöpel, Michael

Abstract

Handelsplattformen im Internet weisen seit Jahren eine zunehmende Bedeutung auf. Sie sind eine der vielen Ausprägungen, die mit der Entstehung und Verbreitung des Internet die Organisation und Nutzung von Märkten stark beeinflusst haben und sie sind Teil einer interaktiven Wertschöpfung. Nicht nur, dass dadurch neue Marktsegmente entstanden wären, auch die realen Märkte haben sich durch die bloße Existenz von Handelsplattformen verändert. Vertriebs-, Marketing- und Kommunikationsstrategien von Unternehmen können nicht mehr ohne die Berücksichtigung des virtuellen Handels konzipiert werden. Damit sind nicht nur organisatorische und prozessuale, sondern auch technische Herausforderungen verbunden. Handelsplattformen sind nicht nur ein neuer Modus der Marktorganisation, sondern auch eine innovative Form der Kooperation von Unternehmen, deren Potenziale bei weitem noch nicht ausgeschöpft sind. Ihre Wirkungen bleiben nicht auf die einzelwirtschaftliche Ebene beschränkt, sondern es sind auch weitreichende gesamtwirtschaftliche Effekte mit diesen Entwicklungen verbunden. Zu nennen sind eine Veränderung der Branchenstruktur, Auswirkungen auf die gesamtwirtschaftliche Arbeitsteilung sowie die Prüfung eines besonderen Regulierungsbedarfs. Dieses IfG-Arbeitspapier von Sabine Rach und Michael Tschöpel ist aus dem IfG-Projektstudium Interaktive Wertschöpfung im Internet des VWL-Masterstudiums hervorgegangen. Es handelt sich um eine Literaturanalyse, in der der Forschungsstand zu diesem Thema aufgearbeitet wird. Dabei dienen sowohl strukturelle als auch inhaltliche Kriterien der Strukturierung der bisher erschienen Studien. Die Erkenntnisse sind neu und höchst interessant. Das Arbeitspapier ist in den IfG-Forschungscluster II: Unternehmenskooperationen einzuordnen.

Suggested Citation

  • Rach, Sabine & Tschöpel, Michael, 2011. "Handelsplattformen im Internet: Eine Literaturstudie zur empirischen Evidenz," Arbeitspapiere 112, University of Münster, Institute for Cooperatives.
    • Handle: RePEc:zbw:wwuifg:112
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