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Vertriebsmitarbeiter Und Innovationen: Empirische Studien in Business-To-Business-Märkten
Paperback
Series: Beiträge Zur Empirischen Marketing- Und Vertriebsforschung
Business GeneralManagementMarketing
ISBN13: 9783658106539
Publisher: Springer Nature
Published: Aug 13 2015
Pages: 156
Weight: 0.52
Height: 0.40 Width: 5.83 Depth: 8.27
Language: German
Anja Hildebrand widmet sich einer unternehmensinternen Quelle für das Scheitern bzw. dem Erfolg von Innovationen. Konkret beleuchtet sie die Rolle von Vertriebsmitarbeitern in Innovationsprozessen. Kernstück sind zwei umfangreiche empirische Studien. Die erste Studie ist eine Meta-Analyse der Forschung zur Adoption von Innovationen durch Vertriebsmitarbeiter. Die zweite Studie beschäftigt sich mit der Adoption von Neuprodukten im Vertrieb. Im Mittelpunkt des zweiten Untersuchungsmodells steht eine Effektkette von der Adoption des Neuprodukts durch den Vertriebsleiter über die Adoption durch den Vertriebsmitarbeiter bis zur Einstellung der Kunden gegenüber dem Neuprodukt. Das berechnete Mehrebenenmodell zeigt, dass es eine Kette zu geben scheint, bei der sich die Adoption des Neuprodukts durch den Vertriebsleiter über die Adoption des Vertriebsmitarbeiters auf Kunden überträgt.
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