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Customer Integration: Wettbewerbsvorteil durch intangible Faktoren. Erkenntnisse einer Studie aus dem Bereich der industriellen Fördertechnik

Author

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  • Schindler, Uwe
Abstract
[Vorwort] Die in der Forschung und mehr noch in der Praxis etablierten Denkschulen strategischen Managements nehmen vornehmlich die Anbieter und ihre Produkte bzw. Dienstleistungen in den Fokus: Im marktbasierten Ansatz verringert der Anbieter durch strategische Handlungen den Wettbewerbsdruck durch seine Konkurrenten, in dem er sich durch Preis- oder Produktdifferenzierung von ihnen absetzt, im ressourcenbasierten Ansatz wird analysiert, welche spezifischen Ressourcen den Anbieter dazu befähigen, sich in solcher Form von der Konkurrenz abzuheben. Es stellt sich die Frage, welche Erklärungskraft diese Ansätze entwickeln können, wenn die Rahmenbedingungen des Wettbewerbs die Möglichkeiten der Anbieter, Produktdifferenzierung zu betreiben, massiv einschränken. Der relational view bzw. beziehungsbasierte Ansatz des strategischen Managements - eine Weiterentwicklung des ressourcenbasierten Ansatzes - thematisiert die Optionen der Anbieter unter derartigen Bedingungen, auf der Basis besonderer Beziehungen zu den Nachfragern, Wettbewerbsvorteile erzielen zu können. Es ist das Verdienst dieses Textes - und der zugrundeliegenden Dissertation - das Erklärungspotenzial dieses Ansatzes im Rahmen der empirischen Analyse einer hochgradig regulierten Wettbewerbsbeziehung pointiert aufzuzeigen. Zum einen bereichert die vorliegende Analyse die Diskussion um Kundenintegration um strategische Facetten. Zum anderen liefern die gewonnenen Erkenntnisse über den strategischen Wert unterschiedlicher Formen der Kundenintegration im Prozess der Entscheidung für ein Angebot auch relevante Anhaltspunkte für die Handlungsoptionen von Unternehmen, die zwar auf weniger stark regulierten Märkten agieren, aber aufgrund anderer Rahmenbedingungen - etwa existierenden de-facto Industriestandards - wenig Möglichkeiten zur Produktdifferenzierung haben.

Suggested Citation

  • Schindler, Uwe, 2019. "Customer Integration: Wettbewerbsvorteil durch intangible Faktoren. Erkenntnisse einer Studie aus dem Bereich der industriellen Fördertechnik," Arbeitspapiere der FOM 75, FOM Hochschule für Oekonomie & Management.
    • Handle: RePEc:zbw:fomarb:75
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    References listed on IDEAS

    as
    1. Stephan Duschek, 2004. "Inter-Firm Resources and Sustained Competitive Advantage," management revue. Socio-economic Studies, Rainer Hampp Verlag, vol. 15(1), pages 53-73.
    2. Stephan Duschek, 2004. "Inter-Firm Resources and Sustained Competitive Advantage," management revue - Socio-Economic Studies, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 15(1), pages 53-73.
    3. Enke, Margit & Poznanski, Steffi, 2005. "Kundenintegration bei Finanzdienstleistungen," Freiberg Working Papers 2005/11, TU Bergakademie Freiberg, Faculty of Economics and Business Administration.
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