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Strategic Shifts between Business Types

A transaction cost theory-based approach supported by dyad simulation

von Mühlfeld, Katrin Susanne   (Autor)

The range of products and services that are traded on business-to~business markets is very broad. It encompasses such heterogeneous goods as standardized software, machine tools, and power stations. Against this background of heterogeneity, the development of undifferentiated "one-for-all" marketing programmes is neither promising from the practitioner's perspective, nor consistent with an application-oriented approach in marketing science. Yet, at the same time, the pitfalls of overemphasizing the particularities of individual transactions, which lead to a lack of generalizability, are to be avoided. As a response to this dile=a, various conceptions for systematizing transactions on business-to-business markets have been developed in the past years. Co=on to all of these concepts, which are rather varied in terms of their methodology, are the objectives of identifying meaningful types of transaction processes (usually referred to as transaction or business types) and of deriving corresponding reco=endations to guide marketing practice. Co=on to all of them is, however, also a deficit: The approaches presented to date take into account only the heterogeneity that prevails at a certain point in time. They do not capture the potential change of market offerings over time, that is, the heterogeneity that arises from shifts between the different types in the course of time. The existent approaches are, hence, static in the sense that they treat the criteria that are used for categorization as given. They do not interpret them as variables that are susceptible to the transaction parties' design.

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Produktbeschreibung

The range of products and services that are traded on business-to~business markets is very broad. It encompasses such heterogeneous goods as standardized software, machine tools, and power stations. Against this background of heterogeneity, the development of undifferentiated "one-for-all" marketing programmes is neither promising from the practitioner's perspective, nor consistent with an application-oriented approach in marketing science. Yet, at the same time, the pitfalls of overemphasizing the particularities of individual transactions, which lead to a lack of generalizability, are to be avoided. As a response to this dile=a, various conceptions for systematizing transactions on business-to-business markets have been developed in the past years. Co=on to all of these concepts, which are rather varied in terms of their methodology, are the objectives of identifying meaningful types of transaction processes (usually referred to as transaction or business types) and of deriving corresponding reco=endations to guide marketing practice. Co=on to all of them is, however, also a deficit: The approaches presented to date take into account only the heterogeneity that prevails at a certain point in time. They do not capture the potential change of market offerings over time, that is, the heterogeneity that arises from shifts between the different types in the course of time. The existent approaches are, hence, static in the sense that they treat the criteria that are used for categorization as given. They do not interpret them as variables that are susceptible to the transaction parties' design. 

Inhaltsverzeichnis

1 Strategic shifts between business types as essential elements of the market process.- 1.1 Recognizing and seizing opportunities for shifts between business types as a touch-stone of firm strategy.- 1.2 Research purpose and organization of the analysis.- 2 Strategic decisions for business-type specific marketing in industrial goods markets.- 2.1 Static perspective: structuring business transactions.- 2.2 Defining the notion of strategy.- 3 Dynamic perspective I: fundamental considerations on strategic shifts between business types constellations.- 3.1 Motivations for a dynamic view on the business types concept.- 3.2 Strategic shifts in the business types framework.- 3.3 Motivations of seller-initiated redesigns of business types constellations.- 4 Dynamic perspective II: considerations on sufficient conditions for shifts between business types constellations.- 4.1 Legal restrictions.- 4.2 General considerations on asserting shifts between business types constellations.- 4.3 Derivation of an analytical framework for the examination of shifts between business types constellations.- 4.4 Shifts between business types constellations in business practice: a case study-based illustration of the model.- 4.5 Extending the concept to capture the value of flexibility and consequences of path dependencies in an interactive context.- 5 Conclusion.- 5.1 Summary.- 5.2 Limitations and directions for further research.- Appendices.- References. 

Autoreninfo

Dr. Katrin Susanne Mühlfeld war wissenschaftliche Mitarbeiterin bei Prof. Dr. Klaus Backhaus am Betriebswirtschaftlichen Institut für Anlagen und Systemtechnologien der Universität Münster. Sie ist derzeit als Postdoctoral Research Fellow an der London School of Economics and Political Science. 

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Mühlfeld, Katrin Susanne

Produktdetails

Medium: Buch
Format: Kartoniert
Seiten: 344
Sprache: Englisch
Erschienen: Juli 2004
Auflage: Softcover reprint of the original 1st edition 2004
Maße: 210 x 148 mm
Gewicht: 446 g
ISBN-10: 3824479893
ISBN-13: 9783824479894

Bestell-Nr.: 1035994 
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KNO-SAMMLUNG: Gabler Edition Wissenschaft
KNOABBVERMERK: 2004. xviii, 320 S. XVIII, 320 p. 26 illus. 210 mm
Einband: Kartoniert
Auflage: Softcover reprint of the original 1st edition 2004
Sprache: Englisch
Beilage(n): Paperback

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