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Mehrwert durch Transparenz kommunizieren

  • Mehrwert Durch Transparenz Kommuniziere
  • Published:
Marketing Review St. Gallen

Zusammenfassung

Die zunehmende Discountausbreitung fordert Hersteller und Detailhändler heraus, den Mehrwert ihrer Produkte besser aufzuzeigen. Es braucht Argumente jenseits des Preises. Stellt die Kommunikation transparenzfördernde Informationen zur Lieferkette der Produkte in den Vordergrund, werden bislang kaum evidente, aber aus Konsumentensicht entscheidende, Unterschiede aufgezeigt, die Konsumenten helfen, beim Einkauf nicht nur einseitig auf den Preis zu achten.

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Authors
  1. Thomas Rudolph
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  2. Jan Niklas Meise
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Additional information

Prof. Dr. Thomas Rudolph Direktor des Forschungszentrums für Handelsmanagement der Universität St. Gallen. Leiter des Gottlieb Duttweiler Lehrstuhls für Internationales Handelsmanagement und des Retail-Lab.

Dipl.-Kfm. Jan Niklas Meise Wissenschaftlicher Mitarbeiter und Doktorand am Forschungszentrum für Handelsmanagement der Universität St. Gallen.

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Rudolph, T., Meise, J.N. Mehrwert durch Transparenz kommunizieren. Thexis 27, 15–19 (2010). https://doi.org/10.1007/s11621-010-0041-6

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  • DOI: https://doi.org/10.1007/s11621-010-0041-6

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