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Mobilität in Zeiten der Veränderung pp 11–30Cite as

Dynamische Rahmenbedingungen als Herausforderung des strategischen Marketing Managements

Corporate Political Marketing im Mobilitätssektor

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Zusammenfassung

Eine zunehmende Dynamik im politischen Umfeld, ein gestiegener Erfüllungsaufwand durch Regulierungsvorgaben und die Partikularisierung der Unternehmensinteressen stellen das moderne (Automobil-) Management vor neue (politische) Herausforderungen (Kenning & Meißner, 2015). Die steigende Prävalenz politischer Unsicherheit bei Unternehmen, Verbänden und politischen Akteuren zeigt sich im Mobilitätssektor beispielsweise bei möglichen Dieselfahrverboten, Kartellvorwürfen, der Förderung innovativer Antriebe, industrieübergreifend bei der Einschätzung der Folgen des Mindestlohns oder personellen Unruhen innerhalb des Industrie-Verbands VDA. Es zeigt sich, dass die etablierten Strukturen der kollektiven Interessensvertretung im privaten Sektor, insbesondere im Automobil- und Mobilitätssektor nicht mehr zeitgemäß sind und an ihre (verschobenen) Grenzen stoßen (García-Canal & Guillén, 2008; Joos, 2016).

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  1. Heinrich-Heine-Universität Düsseldorf, Düsseldorf, Deutschland

    L. Meißner

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  1. Universität Duisburg-Essen, Duisburg, Germany

    Heike Proff

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Meißner, L. (2019). Dynamische Rahmenbedingungen als Herausforderung des strategischen Marketing Managements. In: Proff, H. (eds) Mobilität in Zeiten der Veränderung . Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-26107-8_3

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