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IT-systeme als enabler von marketing-kooperationen: Steigert der einsatz von it den markterfolg durch vertikale marketing-kooperation?

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Zusammenfassung

Diese Studie zeigt auf, dass sowohl die Koordination von Marketingaktivitäten zwischen vertikalen Partnern in der Wertschöpfungskette (strategische Steuerungsebene) als auch gemeinsam geplante und durchgeführte Marketingaktivitäten (operative Ebene) wichtig für den Markterfolg der beteiligten Unternehmen sind. Die Ergebnisse zeigen, dass dabei dem Einsatz von IT-Systemen zur Unterstützung dieser kooperativen Prozesse eine besondere Bedeutung zukommt, indem er diese Beziehung(en) zwischen der Marketing-Kooperation und dem Markterfolg von Unternehmen positiv moderiert.

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Schramm-Klein, H., Scheer, L. IT-systeme als enabler von marketing-kooperationen: Steigert der einsatz von it den markterfolg durch vertikale marketing-kooperation?. Mark Rev St. Gallen 24, 44–48 (2007). https://doi.org/10.1007/BF03249165

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