Erfolgreiche Umsetzung dienstleistungsorientierter Strategien von Industriegüterunternehmen

Summary

Industrial services offer an interesting opportunity for companies in the business-to-business sector to strengthen the relationships with their customers and thus to increase company performance. To exploit this opportunity these companies have to set up an appropriate service strategy. In this regard, the number of services offered and the marketing intensity concerning industrial services are of major relevance. Furthermore, the question of how a service strategy can be successfully implemented is of utmost importance. In an empirical study we got evidence that the service-oriented design of management systems is a success factor for implementing service strategies.

This is a preview of subscription content, access via your institution.

Literaturverzeichnis

  1. Alexander, Larry D. (1985), Successfully Implementing Strategic Decisions, in: Long Range Planning, Vol. 18, S. 91–97.

    Article  Google Scholar 

  2. Amburgey, Terry L./ Dacin, Tina (1994), As the Left Foot Follows the Right? The Dynamics of Strategic and Structural Change, in: Academy of Management Journal, Vol. 37, S. 1427–1452.

    Article  Google Scholar 

  3. Anderson, Eugene W./ Fornell, Claes/ Lehmann, Donald R. (1994), Customer Satisfaction, Market Share, and Profitability: Findings from Sweden, in: Journal of Marketing, Vol. 58, July, S. 53–66.

    Article  Google Scholar 

  4. Anderson, Eugene W./ Fornell, Claes/ Rust, Roland T. (1997), Customer Satisfaction, Productivity, and Profitability: Differences Between Goods and Services, in: Management Science, Vol. 16, S. 129–145.

    Google Scholar 

  5. Anderson, James C./ Gerbing, David W. (1988), Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach, in: Psychological Bulletin, Vol. 103, S. 411–423.

    Article  Google Scholar 

  6. Anderson, James C./ Narus, James A. (1995), Capturing the Value of Supplementary Services, in: Harvard Business Review, Vol. 73, S. 75–83.

    Google Scholar 

  7. Armstrong, J. Scott/ Overton, Terry S. (1977), Estimating Nonresponse Bias in Mail Surveys, in: Journal of Marketing Research, Vol. 14, S. 396–402.

    Article  Google Scholar 

  8. Backhaus, Klaus (1992), Investitionsgüter-Marketing — Theorieloses Konzept mit Allgemeinheitsanspruch?, in: zfbf, 44. Jg., S. 771–791.

    Google Scholar 

  9. Bagozzi, Richard. P./ Phillips, Lynn W. (1982), Representing and Testing Organizational Theories: A Holistic Construal, in: Administrative Science Quarterly, Vol. 27, S. 459–489.

    Article  Google Scholar 

  10. Bagozzi, Richard P./ Yi, Youjae (1988), On the Evaluation of Structural Equation Models, in: Journal of the Academy of Marketing Science, Vol. 16, S. 74–94.

    Article  Google Scholar 

  11. Bamberger, Ingolf/ Wrona, Thomas (1996), Der Resourcenansatz und seine Bedeutung für die Strategische Unternehmensführung, in: zfbf, 48. Jg., S. 130–153.

    Google Scholar 

  12. Barney, Jay B. (1991), Firm Resources and Sustained Competitive Advantage, in: Journal of Management, Vol. 17, S. 99–120.

    Article  Google Scholar 

  13. Becker, Jan (1999), Marktorientierte Unternehmensführung: Messung — Determinanten — Erfolgsauswirkungen.

  14. Berthel, Jürgen (1995), Personal-Management: Grundzüge für Konzeptionen betrieblicher Personalarbeit, 4. Aufl.

  15. Bharadwaj, Sundar G./ Varadarajan, P. Rajan/ Fahy, John (1993), Sustainable Competitive Advantage in Service Industries: A Conceptual Model and Research Propositions, in: Journal of Marketing, Vol. 57, October, S. 83–99.

    Article  Google Scholar 

  16. Bisani, Fritz (1995), Personalwesen und Personalführung, 4. Aufl.

  17. Bowen, David E./ Siehl, Caren/ Schneider, Benjamin (1989), A Framework for Analyzing Customer Service Orientations in Manufacturing, in: Academy of Management Review, Vol. 14, S. 75–95.

    Google Scholar 

  18. Boyt, Tom/ Harvey, Michael (1997), Classification of Industrial Services: A Model with Strategic Implications, in: Industrial Marketing Management, Vol. 26, S. 291–300.

    Article  Google Scholar 

  19. Calori, Roland/ Sarnin, Philippe (1991), Corporate Culture and Economic Performance: A French Study, in: Organization Studies, Vol. 12, S. 49–74.

    Article  Google Scholar 

  20. Capon, Noel/ Farley, John U./ Hoenig, Scott (1990), Determinants of Financial Performance: A Meta-Analysis, in: Management Science, Vol. 36, S. 1143–1159.

    Article  Google Scholar 

  21. Chandler, Alfred D. (1962), Strategy and Structure.

  22. Fassot, Georg (1995), Dienstleistungspolitik industrieller Unternehmen.

  23. Forschner, Gert (1989), Investitionsgüter-Marketing mit funktionellen Dienstleistungen.

  24. Ginsberg, Ari/ Venkatraman, N. (1985), Contingency Perspectives of Organizational Strategy: A Critical Review of the Empirical Research, in: Academy of Management Review, Vol. 10, S. 421–434.

    Google Scholar 

  25. Govindarajan, Vijay (1988), A Contingency Approach to Strategy Implementation at the Business-Unit Level: Integrating Administrative Mechanisms with Strategy, in: Academy of Management Journal, Vol. 31, S. 828–853.

    Article  Google Scholar 

  26. Govindarajan, Vijay/ Gupta, Anil K. (1985), Linking Control Systems to Business Unit Strategy, in: Accounting, Organizations and Society, Vol. 10, S. 51–66.

    Article  Google Scholar 

  27. Grant, Robert M. (1991), The Resource-Based Theory of Competitive Advantage: Implications for Strategy Formulation, in: California Management Review, Vol. 33, S. 114–135.

    Article  Google Scholar 

  28. Gruhler, Wolfram (1990), Dienstleistungsbestimmter Strukturwandel in deutschen Industrieunternehmen.

  29. Hall, Richard (1992), The Strategic Analysis of Intangible Resources, in: Strategic Management Journal, Vol. 13, S. 135–144.

    Article  Google Scholar 

  30. Hallowell, Roger (1996), The Relationship of Customer Satisfaction, Customer Loyalty, and Profitability: An Empirical Study, in: International Journal of Service Industry Management, Vol. 7, S. 27–42.

    Article  Google Scholar 

  31. Hofstede, Geert/ Neuijen, Bram/ Ohayv, Denise D./ Sanders, Geert (1990), Measuring Organizational Culture: A Qualitative and Quantitative Study Across Twenty Cases, in: Administrative Science Quarterly, Vol. 35, S. 286–316.

    Article  Google Scholar 

  32. Homburg, Christian/ Baumgartner, Hans (1995), Die Kausalanalyse als Instrument der Marketingforschung: eine Bestandsaufnahme, in: Zeitschrift für Betriebswirtschaft, 65. Jg., S. 1091–1108.

    Google Scholar 

  33. Homburg, Christian/ Garbe, Bernd (1996), Industrielle Dienstleistungen: Bestandsaufnahme und Entwicklungsrichtungen, in: Zeitschrift für Betriebswirtschaft, 66. Jg., S. 253–282.

    Google Scholar 

  34. Homburg, Christian/ Giering, Annette (1996), Konzeptualisierung und Operationalisierung komplexer Konstrukte — Ein Leitfaden für die Marketingforschung, in: Marketing-Zeitschrift für Forschung und Praxis, 18. Jg., S. 5–24.

    Google Scholar 

  35. Kelly, Dawn/ Amburgey, Terry L. (1991), Organizational Inertia and Momentum: A Dynamic Model of Strategic Change, in: Academy of Management Journal, Vol. 34, S. 591–612.

    Article  Google Scholar 

  36. Kohli, Ajay K./ Jaworski, Bernard J. (1990), Market Orientation: The Construct, Research Propositions, and Managerial Implications, in: Journal of Marketing, Vol. 54, April, S. 1–18.

    Article  Google Scholar 

  37. Krohmer, Harley (1999), Marktorientierte Unternehmenskultur als Erfolgsfaktor der Strategieimplementierung.

  38. Küpper, Hans-Ulrich (1995), Controlling: Konzeption, Aufgaben und Instrumente.

  39. Link, Jörg (1996), Führungssysteme: strategische Herausforderung für Organisation, Controlling und Personalwesen.

  40. Loveman, Gary W. (1998), Employee Satisfaction, Customer Loyalty, and Financial Performance: An Empirical Examination of the Service Profit Chain in Retail Banking, in: Journal of Service Research, Vol. 1, S. 18–31.

    Article  Google Scholar 

  41. Meffert, Heribert (1988), Strategische Unternehmensführung und Marketing.

  42. Meffert, Heribert (1994), Marktorientierte Führung von Dienstleistungsunternehmen — neuere Entwicklungen in Theorie und Praxis, in: Die Betriebswirtschaft, 54. Jg., S. 519–541.

    Google Scholar 

  43. Miller, Danny (1987), The Structural and Environmental Correlates of Business Strategy, in: Strategic Management Journal, Vol. 8, S. 55–76.

    Article  Google Scholar 

  44. Morris, Michael H./ Davis, Duane L. (1992), Measuring and Managing Customer Service in Industrial Firms, in: Industrial Marketing Management, Vol. 21, S. 343–353.

    Article  Google Scholar 

  45. Noble, Charles H. (1999), The Eclectic Roots of Strategy Implementation Research, in: Journal of Business Research, Vol. 45, S. 119–134.

    Article  Google Scholar 

  46. Noble, Charles H./ Mokwa, Michael P. (1999), Implementing Marketing Strategies: Developing and Testing a Managerial Theory, in: Journal of Marketing, Vol. 63, S. 57–73.

    Article  Google Scholar 

  47. Nunnally, Jum C. (1978), Psychometric Theory, 2. Aufl.

  48. Peteraf, Margaret A. (1993), The Cornerstones of Competitive Advantage: A Resource-Based View, in: Strategic Management Journal, Vol. 14, S. 179–191.

    Article  Google Scholar 

  49. Peterson, Robert A. (1994), A Meta-Analysis of Cronbach’s Coefficent Alpha, in: Journal of Consumer Research, Vol. 21, S. 381–391.

    Article  Google Scholar 

  50. Pflesser, Christian (1999), Marktorientierte Unternehmenskultur: Konzeption und Untersuchung eines Mehrebenenmodells.

  51. Reichheld, Frederick F. (1996), The Loyalty Effect: The Hidden Force Behind Growth, Profits, and Lasting Value.

  52. Reichheld, Frederick F./ Sasser, W. Earl (1990), Zero Defections: Quality Comes to Service, in: Harvard Business Review, Vol. 68, S. 56–69.

    Google Scholar 

  53. Schewe, Gerhard (1999), Unternehmensstrategie und Organisationsstruktur: ein systematischer Überblick zum Stand der Forschung, in: Die Betriebswirtschaft, 59. Jg., S. 61–75.

    Google Scholar 

  54. Schlüter, Stefan (1997), Handlungsparameter des marktorientierten Managements: eine konzeptionelle und empirische Analyse am Beispiel der Investitionsgüterindustrie.

  55. Simon, Hermann (1993): Industrielle Dienstleistung und Wettbewerbsstrategie, in: Simon, Hermann (Hrsg.), Industrielle Dienstleistungen, S. 3–22.

  56. Varadarajan, P. Rajan/ Jayachandran, Satish (1999), Marketing Strategy: An Assessment of the State of the Field and Outlook, in: Journal of the Academy of Marketing Science, Vol. 27, S. 120–143.

    Article  Google Scholar 

  57. Weber, Jürgen (1999), Einführung in das Controlling, 8. Aufl.

  58. Wright, Newell D./ Pearce, James W./ Busbin, James W. (1997), Linking Customer Service Orientation to Competitive Performance: Does the Marketing Concept Really Work?, in: Journal of Marketing Theory and Practice, Vol. 5, S. 23–34.

    Article  Google Scholar 

Download references

Author information

Affiliations

Authors

Corresponding author

Correspondence to Prof. Dr. Christian Homburg.

Additional information

Dr. Christof Günther war Consultant bei Prof. Homburg & Partner, Mannheim.

Die Verfasser danken dem Institute for the Study of Business Markets (ISBM), The Pennsylvania State University, USA, für die finanzielle Unterstützung des im Rahmen dieses Artikels dargestellten Forschungsprojekts.

Rights and permissions

Reprints and Permissions

About this article

Verify currency and authenticity via CrossMark

Cite this article

Homburg, C., Faßnacht, M. & Günther, C. Erfolgreiche Umsetzung dienstleistungsorientierter Strategien von Industriegüterunternehmen. Schmalenbachs Z betriebswirtsch Forsch 54, 487–508 (2002). https://doi.org/10.1007/BF03372684

Download citation

JEL-Classification

  • C42
  • L64
  • M10