Zusammenfassung
Beziehungen sind der Dreh- und Angelpunkt junger Unternehmen. In der Gründungsphase verfügt ein Unternehmen über Geschäftsideen, und baut die Resourcen für deren Ausbeutung erst schrittweise auf. Beziehungen zu Kapitalgeberen, Zulieferern und nicht zuletzt Kunden eröffnen den Gründern den Weg zum Aufbau von Unternehmensressourcen. Daher ist der Aufbau von Beziehungen häufig die einzige Möglichkeit für ein Unternehmen, Marktnischen zu besetzen, neue Problemlösungen zu vermarkten, oder Ideen zu kapitalisieren, kurz gesagt: ein nachhaltig erfolgreiches Unternehmen aufzubauen.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Preview
Unable to display preview. Download preview PDF.
Similar content being viewed by others
Literaturverzeichnis
Ballantyne, D., Varey, R.J.: Creating Value-In-Use Through Marketing Interaction – The Exchange Logic Of Relating, Communicating And Knowing. Marketing Theory 6(3), 335–348 (2006)
Boulding, W., Staelin, R., Ehret, M., Johnston, W.J.: A Customer Relationship Man-agement Roadmap – What Is Known, Potential Pitfalls, And Where To Go. Jour-nal Of Marketing October 69(4), 155–166 (2005)
Chesbrough, H.: Open Business Models – How To Thrive In The New Innovation Land-scape. Harvard Business School Press, Boston/Mass (2006)
Christensen, C.M.: The Innovators Dilemma – When New Technologies Cause Great Firms To Fail. Harvard Business School Press, Boston et al. (1997)
Dixit, A.K., Pindyck, R.S.: Investment Under Uncertainty. Princeton University Press, Princeton (1993)
Dyer, J.H., Singh, H.: The Relational View – Cooperative Strategy And Sources Of Interorganizational Competitive Advantage. Academy Of Management Review 23(4), 660–679 (1998)
Ehret, M.: Innovative Kapitalnutzung – Die Entstehung neuer Business-to-Business Märkte in der Internet-Ökonomie. Gabler, Wiesbaden (2000)
Griffin, A., Hauser, J.R.: Integrating R & D And Marketing – A Review And Analysis Of The Literature. Journal Of Product Innovation Management 13, 191–215 (1996)
Gupta, S., Lehman, D.R., Stuart, J.A.: Valuing Customers. Journal Of Marketing Re-search 41(1), 7–19 (2004)
Haenlein, M., Kaplan, A.M., Schoder, D.: Valuing The Real Option Of Abandoning Unprofitable Customers When Calculating Customer Lifetime Value. Journal Of Marketing 70(3), 5–20 (2006)
Hippel, E. von: Lead Users: A Source Of New Product Concepts. Management Science 32(7), 791–805 (1986)
Holcombe, R.G.: Progress And Entrepreneurship. Quarterly Journal Of Austrian Eco-nomics 6(3), 3–26 (2003)
Ioannides, S.: Towards An Austrian Perspective On The Firm. Review Of Austrian Eco-nomics 11, 77–97 (1999)
Kleinaltenkamp, M.: Kooperationen mit Kunden. In: Kleinaltenkamp, M., Plinke, W. (Hrsg.) Geschäftsbeziehungsmanagement, 219–274. Springer, Berlin et al. (1997)
Kleinaltenkamp, M., Ehret, M.: The Value Added By Specific In-Vestments – A Framework For Managing Relationships In The Context Of Value Networks. Journal Of Business And Industrial Marketing 21(2), 65–71 (2006)
Lewin, P.: Capital In Disequilibrium – The Role Of Capital In A Changing World. Routledge, London And New York (1999)
Macdonald, E.K., Wilson, H., Martinez, V., Toossi, A.: Assessing Value-In-Use – A Conceptual Framework And Exploratory Study. Industrial Marketing Manage-ment 40(5), 671–682 (2011)
Macmillan, I., Putten, A.B. van, Mcgrath, R.G., Thompson, J.D.: Using Real Options Discipline For Highly Ucertain Technology Investments. Research Technology Mangement January-February, 29–37 (2006)
Mock, D.: The Qualcomm Equation. How A Fledgling Company Forced A New Path To Big Profits And Market Dominance. American Management Association Books, New York et al. (2005)
Mohr, J., Sengupta, S., Slater, S.: Marketing Of High-Technology Products And Innova-tions. Pearson, Upper Saddle River (2005)
Pisano, G.P.: Science Business – The Promise, The Reality And The Future Of Biotech. Harvard Business School, Boston (2006)
Quinn, J.B.: Outsourcing Innovation: The New Engine Of Growth. Sloan Management Review Summer, 13–28 (2000)
Rust, R., Zeithaml, V.A., Lemon, K.N.: Driving Customer Equity. How Customer Lifr-time Value Is Reshaping Corporate Strategy. The Free Press, New York et al. (2000)
Sautet, F.: An Entrepreneurial Theory Of The Firm. Routledge, London et al. (2000)
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2015 Springer Fachmedien Wiesbaden
About this chapter
Cite this chapter
Ehret, M. (2015). Entrepreneurial Customer Relationship Management. In: Freiling, J., Kollmann, T. (eds) Entrepreneurial Marketing. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-05026-9_22
Download citation
DOI: https://doi.org/10.1007/978-3-658-05026-9_22
Published:
Publisher Name: Springer Gabler, Wiesbaden
Print ISBN: 978-3-658-05025-2
Online ISBN: 978-3-658-05026-9
eBook Packages: Business and Economics (German Language)