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Das Ingredient Branding von IBM und Intel Eine Untersuchung auf Grundlage der Prinzipal-Agent-Theorie【電子書籍】[ Tjorben Grote ]>◆◆2689 - 隠れ家エステ

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Das Ingredient Branding von IBM und Intel Eine Untersuchung auf Grundlage der Prinzipal-Agent-Theorie【電子書籍】[ Tjorben Grote ]

Das Ingredient Branding von IBM und Intel Eine Untersuchung auf Grundlage der Prinzipal-Agent-Theorie【電子書籍】[ Tjorben Grote ]
価格:1953円
<p>Studienarbeit aus dem Jahr 2014 im Fachbereich BWL - Marketing, Unternehmenskommunikation, CRM, Marktforschung, Social Media, Note: 1,7, Westf?lische Wilhelms-Universit?t M?nster (IfG), Veranstaltung: Unternehmenskooperation - Aktuelle F?lle, Sprache: Deutsch, Abstract: Die als 'Ingredient Branding' bezeichnete Marketingstrategie wird in dieser Arbeit im Rahmen der Zusammenarbeit von IBM und Intel untersucht. Als theoretisches Model dient dabei die Prinzipal-Agent-Theorie der Neuen Institutionen?konomik. In den folgenden Kapiteln werden zun?chst das Konzept des Ingredient Brandings, die beiden betrachteten Unternehmen sowie die f?r diese Arbeit wichtigsten Aspekte und Aussagen der Prinzipal-Agent-Theorie vorgestellt. Im weiteren Verlauf folgen eine Analyse der Rollenverteilung von IBM und Intel sowie damit einhergehende Probleme und m?gliche L?sungsma?nahmen. Das heutige Wirtschaftsgeschehen ist gepr?gt von Arbeitsteilung. Bis ein Produkt beim Endverbraucher ankommt und von diesem konsumiert werden kann, durchl?uft es je nach Produkt unterschiedlich viele Wertsch?pfungsstufen, die zum Wert des Produktes beitragen. Welchen Wert das Produkt am Ende dieser Wertsch?pfungskette f?r den Endverbraucher hat, entscheidet nicht selten die Produkt- bzw. Unternehmensmarke und ihre Wahrnehmung durch den Endverbraucher. Folglich sind Marken ein Werttreiber f?r Unternehmenswerte und Markenf?hrung in Unternehmen Bestandteil zentraler Strategieplanung. Je nach Stufe innerhalb der Wertsch?pfungskette und dem Wettbewerbsumfeld unterscheiden sich allerdings Ma?nahmen zum Aufbau und zur Positionierung von Unternehmens- und Produktmarke voneinander. Mit der 'Intel Inside'-Kampagne gelang es dem amerikanischen Zulieferer Intel in den 90er-Jahren durch Kooperation mit f?hrenden Computerherstellern, wie IBM, sowie aggressiver Kommunikationspolitik, eine Marke f?r seine Mikroprozessoren zu etablieren. Durch die Kommunikation der gro?en Relevanz der Mikroprozessoren f?r die Qualit?t eines Computers stieg die Nachfrage nach den hochwertigen Intel-Komponenten, was den kooperierenden Computerherstellern und vor allem Intel sowohl gro?en Erfolg als auch ver?nderte Markenwahrnehmung brachte.</p>画面が切り替わりますので、しばらくお待ち下さい。 ※ご購入は、楽天kobo商品ページからお願いします。※切り替わらない場合は、こちら をクリックして下さい。 ※このページからは注文できません。・・・楽天Kobo電子書籍ストア
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