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Der Informationsmengenansatz: Die Nutzenproduktion des Nachfragers bei guetertypologisch differenzierter Informationsuebertragungsfunktion des Anbiete
Hardcover
Series: Strategisches Marketingmanagement, Book 40
ISBN13: 9783631922569
Publisher: Peter Lang Gmbh, Internationaler Verlag Der W
Published: Aug 19 2025
Pages: 212
Weight: 0.90
Height: 0.50 Width: 5.83 Depth: 8.27
Language: German
Diese Arbeit bestärkt die Anforderung an das moderne Marketing, die Nutzenproduktion des Nachfragers in den Transaktionsprozess einzubeziehen und die Informationsübertragungsfunktion basierend auf der Gütertypologie zu identifizieren. Unter Einbeziehung der Transaktionskostentheorie, New Home Economics und Service dominant Logic wird im Rahmen dieser Arbeit die optimale Nutzenproduktion des Nachfragers untersucht. Der hierbei entwickelte Informationsmengenansatz beschreibt, wie die Informationsverarbeitung des Nachfragers die Nutzenproduktion beeinflusst. Die Arbeit präsentiert ebenfalls ein Koordinatensystem zur Abbildung der Informationsübertragungsfunktionen zwischen Anbieter und Nachfrager und betont die Bedeutung des Faktors Zeit in der Nutzenproduktion
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