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Vertrauen versus Verträge in Geschäftsbeziehungen: Ein Überblick aus dem Jahr 2001
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ISBN10: 363891786X
ISBN13: 9783638917865
Publisher: Grin Verlag
Published: Mar 12 2008
Pages: 52
Weight: 0.18
Height: 0.12 Width: 5.83 Depth: 8.27
Language: German
ISBN13: 9783638917865
Publisher: Grin Verlag
Published: Mar 12 2008
Pages: 52
Weight: 0.18
Height: 0.12 Width: 5.83 Depth: 8.27
Language: German
Studienarbeit aus dem Jahr 2001 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 2.4, Universität Paderborn (Lehrstuhl für Marketing), Veranstaltung: Seminar in Marketingtheorie, Sprache: Deutsch, Abstract: 1. Abgrenzung der Themenstellung Im Rahmen von Geschäftsbeziehungen getätigte spezifische Investitionen bedingen für die beteiligten Unternehmen Abhängigkeiten, die durch geeignete Überwachungs- und Sicherheitsmechanismen vor opportunistischer Ausbeutung geschützt werden müssen. Zielsetzung dieser Arbeit ist es zu beleuchten, welche Rolle Vertrauen bzw. Verträge als Absicherungsmechanismus zuerkannt und ob diese dabei vor dem Hintergrund der Neuen Institutionenökonomie als komplementäre oder substitutive Institutionen betrachten werden können. Nachdem im Folgenden kurz erläutert wird, was unter dem Begriff Geschäftsbeziehungen zu verstehen ist, wird auf die Neue Institutionsökonomie, insbesondere auf die Transaktionskostentheorie eingegangen. Anschlie end werden Vertrauen und Verträge definiert und ihre Wirkungsweise dargestellt. Zuletzt erfolgt eine kritische Würdigung und einige Schlu bemerkungen. 2. Zum Begriff der Geschäftsbeziehung Eine Geschäftsbeziehung oder Zuliefer-Abnehmer Beziehung stellt keine Folge von einzelnen, unverbundenen Transaktionen dar. Vielmehr ist darunter die Gesamtheit der vor dem Hintergrund einer langfristigen Geschäftsperspektive, sozialen Normen und Werten, sowie persönlichen Kontakten stattfindenden Interaktionsprozesse und den damit verbundenen Investitionen zu verstehen.
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