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Erfolg durch teamorientiertes Arbeiten bei Produkteinführungen

Erfolg durch teamorientiertes Arbeiten bei Produkteinführungen


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About the Book

Inhaltsangabe: Einleitung: Heraklit: "Alles fließt und nichts bleibt" So auch die gesamten Voraussetzungen für Unternehmen, die sich mit einem tief-greifenden Wandel in ihrem Wettbewerbsumfeld, in den Bedürfnissen ihrer Kunden und damit ihrem Marketing auseinandersetzen müssen, um den heutigen Anforderungen gerecht zu werden. Einer weltweiten Befragung vom Institute for Management Development (IMD) unter 220 Managern zufolge kann die wichtigste Herausforderung für das Management mit einem einzigen Wort umschrieben werden: Wandel. An der Spitze der Rangliste stehen erstens der Preisdruck auf allen Märkten, zweitens der allgemein höhere Wettbewerb und drittens eine umfassende Kundenbetreuung. Viele Unternehmen sind noch nicht in der Lage, diesen Herausforderungen erfolgreich zu begegnen. Hierfür ist ein neues Denken erforderlich, welches gleich an drei Eckpunkten ansetzen muß dem Verhalten aller Mitarbeiter, der Organisationsstruktur und der Unternehmensleitung. Diese sind die Voraussetzungen für eine vernetzte Teamarbeit, mit deren Hilfe ganzheitliche Aufgabenkomplexe quer über alle betroffenen Abteilungen erfüllt werden können. Gerade auch im Marketing sind die Anforderungen an die Verantwortlichen gestiegen: Zum einen bedarf es Generalisten statt Spezialisten, die die umfassenden Aufgaben des Marketing strategisch angehen, zum anderen muß das Marketing und damit das Bewußtsein um die Kundenbedürfnisse von allen Mitarbeitern verinnerlicht werden. Die bedeutendsten Kompetenzen, die die Marketing-Verantwortlichen mitbringen müssen sind neben strategischem Denken und dem Gefühl für die Erwartungen der Kunden auch die Kommunikationsfähigkeit. Die logische Konsequenz dieser Forderungen ist auch für Stanley Katz, daß das Marketing nicht mehr Aufgabe einzelner Personen, sondern vielmehr eines ganzen Teams sein muß. Diese Gruppe muß alle relevanten Disziplinen verbinden und niemals in gegensätzliche Lager aufgeteilt sein; alle Mitglieder sollten sich stattdessen der


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Product Details
  • ISBN-13: 9783838607740
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 4 mm
  • Width: 148 mm
  • ISBN-10: 3838607740
  • Publisher Date: 03 Apr 1998
  • Height: 210 mm
  • No of Pages: 66
  • Series Title: German
  • Weight: 145 gr


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