Strategic Shifts between Business Types - Mühlfeld, Katrin S.
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Many companies in business-to-business markets hope to improve their profit situation considerably by fundamentally changing the technological or contractual dimensions of their market offerings. Often enough, reality does not live up to these expectations. Since such strategy shifts often imply substantial investments, a systematic ex ante analysis of the chances of success is an important issue in strategic management. Katrin Susanne Mühlfeld classifies the heterogeneous selling and purchasing processes on business-to-business markets and derives different business types. Against this…mehr

Produktbeschreibung
Many companies in business-to-business markets hope to improve their profit situation considerably by fundamentally changing the technological or contractual dimensions of their market offerings. Often enough, reality does not live up to these expectations. Since such strategy shifts often imply substantial investments, a systematic ex ante analysis of the chances of success is an important issue in strategic management.
Katrin Susanne Mühlfeld classifies the heterogeneous selling and purchasing processes on business-to-business markets and derives different business types. Against this background, she analyzes motivations and conditions for strategic changes of market offerings which can be interpreted as shifts between these business types. Transaction cost economics provide the main theoretical foundations while additional reference is made to Austrian economics and research on power-dependence relations.
  • Produktdetails
  • Gabler Edition Wissenschaft
  • Verlag: Deutscher Universitätsverlag / Gabler
  • Softcover reprint of the original 1st ed. 2004
  • Seitenzahl: 344
  • Erscheinungstermin: 29. Juli 2004
  • Englisch
  • Abmessung: 210mm x 148mm x 18mm
  • Gewicht: 433g
  • ISBN-13: 9783824479894
  • ISBN-10: 3824479893
  • Artikelnr.: 12993175
Autorenporträt
Dr. Katrin Susanne Mühlfeld war wissenschaftliche Mitarbeiterin bei Prof. Dr. Klaus Backhaus am Betriebswirtschaftlichen Institut für Anlagen und Systemtechnologien der Universität Münster. Sie ist derzeit als Postdoctoral Research Fellow an der London School of Economics and Political Science.
Inhaltsangabe
Strategic shifts between business types as essential elements of the market process
Strategic decisions for business-type specific marketing in industrial goods markets
Dynamic perspective I: fundamental considerations on strategic shifts between business types constellations
Dynamic perspective II: considerations on sufficient conditions for shifts between business types constellations