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    Globales Produktmanagement

    Eine empirische Analyse des Instrumenteeinsatzes in ausgewaehlten Branchen der Konsumgueterindustrie

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    Author(s)
    Schröder, Hans-Ulrich
    Language
    German
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    Abstract
    Angesichts einer weiter zunehmenden Bedeutung der Globalisierungsthematik verfolgt diese Arbeit das Ziel, wesentliche Erfolgsfaktoren und Konfliktbereiche des Managements globaler Produkte zu ermitteln. Hierzu wurde vom Verfasser mit Hilfe einer umfangreichen empirischen Untersuchung das Produktmanagement von über 100 bekannten globalen Konsumgütermarken analysiert. Als Ergebnis konnte eine Reihe von Gestaltungsparametern identifiziert werden, durch deren spezifische Ausprägung sich das Management erfolgreicher Produkte in signifikanter Weise auszeichnet. Darüber hinaus wurden wesentliche Spannungsfelder identifiziert, die in der hierfür erforderlichen Zusammenarbeit von Unternehmenszentrale und Niederlassungen von erheblicher Bedeutung sind.
    URI
    http://library.oapen.org/handle/20.500.12657/27062
    Keywords
    Analyse; ausgewählten; Branchen; Eine; empirische; Globales; Instrumenteeinsatzes; Konsumgüterindustrie; Produktmanagement; Schröder
    DOI
    10.3726/b13610
    ISBN
    9783631750544
    OCN
    1083011639
    Publisher
    Peter Lang International Academic Publishers
    Publisher website
    https://www.peterlang.com/
    Publication date and place
    Bern, 2018
    Series
    Schriften zu Marketing und Management, 30
    Classification
    Business studies: general
    Production and quality control management
    Sales and marketing management
    Corporate governance: role and responsibilities of boards and directors
    Organizational theory and behaviour
    Pages
    325
    Rights
    https://creativecommons.org/licenses/by/4.0/legalcode
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    License

    • If not noted otherwise all contents are available under Attribution 4.0 International (CC BY 4.0)

    Credits

    • logo EU
    • This project received funding from the European Union's Horizon 2020 research and innovation programme under grant agreement No 683680, 810640, 871069 and 964352.

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