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In-Supplier versus Out-Supplier: Determinanten des Wechselverhaltens industrieller Nachfrager(Business-to-Business-Marketing)

In-Supplier versus Out-Supplier: Determinanten des Wechselverhaltens industrieller Nachfrager(Business-to-Business-Marketing)


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About the Book

Die Frage nach den Entstehungsursachen für Kaufentscheidungen ist für die Marketing-Theorie und -Praxis von zentralem Stellenwert. Eine besondere Brisanz erhält diese Fragestellung, wenn es um Kaufentscheidungen von Nachfragern in Geschäftsbeziehungen geht, da hier die Kaufentscheidung zugleich die Entscheidung über einen möglichen Wechsel des Geschäftsbeziehungspartners darstellt.
Sandra Luthardt untersucht am Beispiel industrieller Märkte, welche Faktoren den Verbleib beim bisherigen Anbieter (In-Supplier) bzw. den Wechsel zu einem neuen Anbieter (Out-Supplier) beeinflussen. Der Fokus wird dabei auf den Prozess der Anbietersuche gerichtet, welcher für die Entscheidung über einen Anbieterwechsel vorentscheidend ist. Hierzu entwickelt die Autorin ein theoretisch fundiertes sowie empirisch gestütztes Modell der Determinanten des Wechselverhaltens in der Suchphase des industriellen Kaufprozesses.


Table of Contents:
1 Problemstellung und Vorgehensweise.- 1.1 Das Verständnis des Kaufprozesses als Voraussetzung der Kundengewinnung.- 1.2 Vorgehensweise.- 2 Das Wechselverhalten von Nachfragern im industriellen Kaufprozess als Untersuchungsgegenstand.- 2.1 Einfuhrung.- 2.2 Die Literatur zum Purchasing-Management als angrenzender Forschungszweig.- 2.3 Der Beitrag der Literatur zum organisationalen Kaufverhalten zur Abgrenzung des Untersuchungsgegenstandes.- 2.4 Der Beitrag der Literatur zum Relationship-Marketing zur Abgrenzung der Wechselneigung und Wechselbereitschaft.- 2.5 Die Anbieterauswahl im Relationship-Buying: Consideration Set und Choice-Set als Indikatoren der Wechselneigung und Wechselbereitschaft.- 2.6 Ansatzpunkte für die Identifikation der Einflussfaktoren der Wechselneigung und Wechselbereitschaft.- 3 Die Festlegung der theoretischen Basis.- 3.1 Einleitung.- 3.2 Diskussion möglicher Erklärungsansätze.- 3.3 Der Transaktionskostenansatz als Erklärungsgrundlage.- 4 Hypothesenbildung auf Basis transaktionskostentheoretischer Überlegungen.- 4.1 Bestimmung der Determinanten der Wechselneigimg und Wechselbereitschaft.- 4.2 Einflussfaktoren auf der Ebene der bisherigen Geschäftsbeziehung.- 4.3 Einflussfaktoren auf der Ebene der Technologie.- 4.4 Zusammenfassende Betrachtung des Hypothesensystems.- 5 Empirische Untersuchung der Determinanten der Anbieterauswahl im Kaufprozess.- 5.1 Erhebungsdesign und Stichprobenstruktur.- 5.2 Kausalanalytische Prüfung des Untersuchungsmodells.- 5.3 Kausalanalytische Hypothesenprüfimg.- 5.4 Weitere empirische Ergebnisse.- 6 Zusammenfassung der Erkenntnisse und Implikationen für das Relationship-Marketing.- 6.1 Zusammenfassung der zentralen Ergebnisse und Diskussion der theoretischen Implikationen.- 6.2 Restriktionen und weitererForschungsbedarf.- 6.3 Implikationen für das Relationship-Marketing industrieller Anbieter.

About the Author :
Dr. Sandra Luthardt promovierte bei Prof. Dr. Wulff Plinke am Institut für Industrielles Marketing-Management der Humboldt-Universität zu Berlin. Sie ist Assistentin der Geschäftsleitung der Allianz Versicherungs-AG in Berlin.


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Product Details
  • ISBN-13: 9783824479559
  • Publisher: Deutscher Universitats-Verlag
  • Publisher Imprint: Deutscher Universitats-Verlag
  • Height: 210 mm
  • No of Pages: 255
  • Series Title: Business-to-Business-Marketing
  • Width: 148 mm
  • ISBN-10: 3824479559
  • Publisher Date: 30 Oct 2003
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Sub Title: Determinanten des Wechselverhaltens industrieller Nachfrager


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In-Supplier versus Out-Supplier: Determinanten des Wechselverhaltens industrieller Nachfrager(Business-to-Business-Marketing)
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In-Supplier versus Out-Supplier: Determinanten des Wechselverhaltens industrieller Nachfrager(Business-to-Business-Marketing)
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