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Complementor Relationship Management: Herausforderungen Und Lösungskonzepte
Paperback
Series: Information - Organisation - Produktion
Business GeneralManagementMarketing
ISBN13: 9783658085650
Publisher: Springer Gabler
Published: Jan 16 2015
Pages: 492
Weight: 1.51
Height: 1.18 Width: 5.83 Depth: 8.27
Language: German
Armin Günther identifiziert und positioniert das sogenannte Complementor Relationship Management (CoRM) als eigenständige Sparte des Business Relationship Managements (BRM). CoRM ist das Geschäftsbeziehungsmanagement zu Anbietern ergänzender Lei-stungen wie Zubehör, transaktionsförderliche Finanzdienstleistungen sowie produktbegleitende Dienst-leistungen, geschäftsbeziehungsförderliche- und wertschöpfungs-optimierende Infrastruktur- oder After Sales-Leistungen. Der Stellenwert dieser Sparte des BRM nimmt aufgrund der zu-nehmenden Spezialisierung der Komplementoren auf ihre Kernkompetenzen und dem Kunden-wunsch nach integrierten Solutions erheblich zu. Der Autor leitet aus generischen Bausteinen eines BRM ein innovatives BRM-Modell ab, das der Komplexität einer netzwerkförmigen Wert-schöpfung gerecht wird. Diese Komplexität schlägt sich etwa im heterogenen Spektrum von Akteurs-typen, deren Inter-aktions-vernetztheit, in multiplen Rollen derselben Akteure sowie in einer steigenden Komplexität von Absatzgütern und -prozessen nieder.
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