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Familienunternehmen ALS Kategorienmarke: Eine Stakeholderspezifische Analyse Der Markenwahrnehmung Von Familienunternehmen
Paperback
Series: Innovatives Markenmanagement, Book 53
Business GeneralManagementMarketing
ISBN13: 9783658105518
Publisher: Springer Nature
Published: Jul 14 2015
Pages: 417
Weight: 1.27
Height: 0.99 Width: 5.83 Depth: 8.27
Language: German
Annette-Louise Hirmer analysiert, ob die Verwendung des Begriffes Familienunternehmen im Rahmen der Zielgruppenkommunikation als Differenzierungsmerkmal genutzt werden sollte und welche Vor- bzw. Nachteile sich hierdurch in der Wahrnehmung spezifischer Zielgruppen ergeben. Sie ermittelt anhand einer umfassenden stakeholderübergreifenden Befragung, wie Familienunternehmen wahrgenommen und welche Assoziationen mit der Kategorienmarke Familienunternehmen verbunden werden. Dabei kann sie eine Reihe von stakeholderspezifischen Unterschieden in der Wahrnehmung von Familienunternehmen identifizieren und leitet Handlungsempfehlungen für Unternehmen zur Verwendung der Kategorienmarke Familienunternehmen gegenüber unterschiedlichen Anspruchsgruppen ab.
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