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Wie wichtig sind Marken bei Commodities? Eine konzeptionelle Analyse

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Commodity Marketing

Zusammenfassung

Die Differenzierung des eigenen Leistungsangebots von Wettbewerberangeboten stellt für Anbieter von Commodities eine zentrale Herausforderung dar. Unter Commodities verstehen wir Leistungen, d. h. Produkte und Dienstleistungen, die trotz mehr oder weniger vorhandener, objektiv differenzierender Leistungsmerkmale von der überwiegenden Mehrheit der Nachfrager als austauschbar wahrgenommen werden. Als typische Beispiele für Commodities werden zum einen Produkte, wie z. B. Papier, Weizen, Schrauben oder Chemikalien, und zum anderen Dienstleistungen, wie z. B. Transportdienstleistungen, Telefonservices oder Autovermietungen, in der Literatur erwähnt.

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Authors
  1. Alexander Leischnig
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  2. Anja Geigenmüller
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Margit Enke Anja Geigenmüller

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Leischnig, A., Geigenmüller, A. (2011). Wie wichtig sind Marken bei Commodities? Eine konzeptionelle Analyse. In: Enke, M., Geigenmüller, A. (eds) Commodity Marketing. Gabler. https://doi.org/10.1007/978-3-8349-6388-8_5

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