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Multi-Channel-Vertrieb: Eine Erfolgsstrategie für privatwirtschaftliche Spin-outs

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Fallstudien zur Gründung und Entwicklung innovationsorientierter Unternehmen

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Für junge, technologieorientierte Unternehmen ist der Vertrieb ihrer innovativen Produkte von größter Bedeutung, um langfristig in den von ihnen fokussierten Märkten zu überleben. Mittels der Ausgestaltung des Vertriebskanalsystems kann das Manage-ment eines jungen Unternehmens aktiv Einfluss auf den Absatzerfolg der Produkte und den Fortbestand des Unternehmens im Markt nehmen. Unter den möglichen Vertriebskanal-Designvarianten stellt insbesondere ein multiples Vertriebskanalsystem ein vielversprechendes Distributionsdesign dar, um das von jungen Unternehmen aufgrund ihrer „liability of newness“ erhöhte Risiko zu scheitern zu reduzieren. In dem vorliegenden Beitrag wird aus Sicht eines privatwirtschaftlichen Spin-outs beschrieben, warum die Multi-Channel-Strategie als eine Erfolgsstrategie für junge Unternehmen anzusehen ist.

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Authors and Affiliations

  1. Institut für Betriebswirtschaftslehre, Christian-Albrechts-Universität Kiel, Westring 425, 24118, Kiel, Deutschland

    Nora Otte

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  1. Nora Otte
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Correspondence to Nora Otte .

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Editors and Affiliations

  1. Institut für Betriebswirtschaftslehre, Lehrstuhl für Gründungs- und Innovationsmanagement, Christian-Albrechts-Universität, Kiel, Germany

    Achim Walter

  2. Zentrum für Entrepreneurship, Christian-Albrechts-Universität, Kiel, Germany

    Anke Rasmus

  3. TRUMPF Werkzeugmaschinen GmbH + Co. KG, Ditzingen, Germany

    Felix Riesenhuber

  4. Continental Teves AG & Co. oHG, Frankfurt a.M., Germany

    Jens Schmidthals

  5. Institut für Betriebswirtschaftslehre, Christian-Albrechts-Universität, Kiel, Germany

    Petra Dickel

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Otte, N. (2014). Multi-Channel-Vertrieb: Eine Erfolgsstrategie für privatwirtschaftliche Spin-outs. In: Walter, A., Rasmus, A., Riesenhuber, F., Schmidthals, J., Dickel, P. (eds) Fallstudien zur Gründung und Entwicklung innovationsorientierter Unternehmen. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-03598-3_6

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  • DOI: https://doi.org/10.1007/978-3-658-03598-3_6

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