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Kulturelle Anforderungen an Das Markenmanagement Im Profisport: Im Spannungsfeld Zwischen Local Hero Und Global Player
Paperback
Series: Bestmasters
ISBN13: 9783658050696
Publisher: Springer Gabler
Published: Mar 5 2014
Pages: 117
Weight: 0.41
Height: 0.32 Width: 5.83 Depth: 8.27
Language: German
Professionelle Einzelsportler und Sportteams erstreben neben sportlichen Erfolgen die Positionierung ihrer persönlichen Marke auf lokalen und internationalen Märkten. Rainer Fischer thematisiert zwei Fragestellungen: Zum einen, wie eine Marke an die spezifischen kulturellen Besonderheiten eines potenziellen Absatzmarktes angepasst und entsprechend positioniert werden kann. Zum anderen, wie sich der Kompromiss aus einer zunächst widersprüchlich erscheinenden globalen Markenidentität und einer regional-kulturellen Markenadaption ausgestalten lässt. Beide Fragen sind gleicherma en sowohl unter einer interkulturellen als auch unter einer markenorientierten Betrachtungsweise von hoher Relevanz. Der Autor leistet mit seiner Analyse einen Beitrag zur theoretisch-wissenschaftlichen Fundierung der Thematik und entwickelt zudem ein praktisches Instrumentarium, durch welches der Markenpositionierungsprozess strategisch umgesetzt werden kann.
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