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Der Einsatz der Blockchain-Technologie im (Dialog-)Marketing

Im Spannungsfeld von Game-Changing-Potenzialen und Akzeptanzproblemen

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Dialogmarketing Perspektiven 2019/2020

Zusammenfassung

Blockchain gehört zu den aktuellen Hype-Themen in der Wirtschaftspraxis und zu einer der von Experten besonders herausgestellten Zukunftstechnologien hinsichtlich ihres Veränderungspotenzials für die Wertschöpfung in Unternehmen und auf Märkten. Allerdings wird die Betrachtung der Blockchain-Technologie (BCT) häufig auf die Entwicklung und Nutzung von Kryptowährungen, wie z. B. Bitcoin oder Ether, reduziert. In dem vorliegenden Beitrag zeigen die Autoren auf, wie der Einsatz der BCT die Interaktions- und Transaktionsprozesse zwischen Anbietern und Nachfragern grundlegend verändern kann. Hierdurch kann es zu einer Neustrukturierung von Märkten kommen und zu neuen Herausforderungen für das (Dialog-) Marketing in Unternehmen. Inwieweit diese Game-Changing-Potenziale der BCT tatsächlich zum Tragen kommen, hängt dabei ganz wesentlich von der Akzeptanz der BCT bei relevanten Marktakteuren ab. Hierzu präsentieren die Autoren empirische Ergebnisse aus zwei Studien, die sie bei Privatpersonen und Unternehmen in Deutschland durchgeführt haben.

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  1. Universität Kassel, Kassel, Deutschland

    Andreas Mann & Florian Oliver Knauer

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    Mann, A., Knauer, F.O. (2020). Der Einsatz der Blockchain-Technologie im (Dialog-)Marketing. In: Dialogmarketing Perspektiven 2019/2020. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-29456-4_6

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