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Produktbasierte Bewertung Von Kundenbeziehungen Im Maschinen- Und Anlagenbau
Paperback
ISBN13: 9783658359515
Publisher: Springer Gabler
Published: Jan 6 2022
Pages: 363
Weight: 1.04
Height: 0.81 Width: 5.83 Depth: 8.27
Language: German
Für eine zielorientierte Gestaltung von Geschäftsbeziehungen sind fundierte Kundeninformationen nötig. Hierzu ist eine Bewertungsmethodik vorzuschlagen, die grundsätzlich entscheidungslogisch korrekte Kundeninformationen liefert. Marcel Röser entwirft in diesem Band eine Bewertungsmethodik für Kundenbeziehungen im Maschinen- und Anlagenbau, die prinzipiell auf einer produktbasierten Lebenszyklusrechnung aufbaut und die sukzessive weiter ergänzt und verfeinert wird. Neben die ohnehin in einer Lebenszyklusrechnung erfassten produktbezogenen sachlichen Nachlaufeffekte treten weitere Einflussgrö en, u. a. die Folgeprojekte des betrachteten Kunden, das Cross-Selling-Potenzial, das auf andere wirkende Referenzpotenzial sowie die Kundentreue. Dies erfordert, mehr als andere kostenrechnerische Aufgaben, zugleich eine adäquate Risikoberücksichtigung und die Integration von Risikopräferenzen in die Bewertung von Entscheidungsvorschlägen. Der Lösungsansatz über die simulative Berechnung von Kundenrisikoprofilen ermöglicht es, insbesondere vorliegende Erkenntnisse über die jeweils anwendungsfallspezifischen Wahrscheinlichkeitsverteilungen einzubringen. Damit können wichtige Ergebnisse sowohl für die Wissenschaft als auch für die Praxis abgeleitet werden.
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