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Vertrauen und Misstrauen in B2B-Beziehungen

Vertrauen und Misstrauen in B2B-Beziehungen


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About the Book

Studienarbeit aus dem Jahr 2012 im Fachbereich BWL - Marketing, Unternehmenskommunikation, CRM, Marktforschung, Social Media, Note: 1,7, Universität der Bundeswehr München, Neubiberg (Management marktorientierter Wertschöpfungsketten), Sprache: Deutsch, Abstract: B2B-Beziehungen, Geschäftsbeziehungen zwischen zwei oder mehr Unternehmen, bestimmen einerseits die direkten Transaktionen miteinander handelnder Unternehmen. Bei den immer häufiger auftretenden Firmenzusammenschlüssen und strategischen Bündnissen andererseits, wird dadurch das allgemeine Verhältnis der Partnerfirmen zueinander beschrieben und bestimmt. Diese zwischenbetrieblichen Kooperationsarten dienen der Erreichung der strategischen Ziele der Kooperationspartner. Gerade global operierende Unternehmen können keinen simplen Verdrängungswettbewerb mehr führen, stattdessen müssen sie zusammenarbeiten, um wettbewerbsfähig zu sein. Dies führt zu einer paradoxen Sicht des Beziehungsmarketing, nach dem man ein vertrauenswürdiger Kooperationspartner innerhalb eines Netzwerks sein muss, um ein effektiver Wettbewerber auf der globalen Ebene sein zu können. Um nun zu sehen, welche Faktoren diese Geschäftsbeziehungen beeinflussen, betrachtet diese Arbeit die konträren Phänomene Vertrauen und Misstrauen: Warum sind diese wichtig in einer B2BBeziehung? Im weiteren Verlauf sollen Ursachen sowie Folgen von Vertrauen und Misstrauen aufgezeigt werden. Am Ende dieser Arbeit bietet ein Fazit einen kurzen Rückblick auf die Sichtweisen der behandelten Artikel.


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Product Details
  • ISBN-13: 9783656310518
  • Publisher: Grin Publishing
  • Publisher Imprint: Grin Publishing
  • Height: 254 mm
  • No of Pages: 24
  • Series Title: German
  • Sub Title: Determinanten und Konsequenzen
  • Width: 178 mm
  • ISBN-10: 3656310513
  • Publisher Date: 20 Nov 2012
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 1 mm
  • Weight: 109 gr


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