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Entrepreneurial Marketing pp 433–447Cite as

Entrepreneurial Customer Relationship Management

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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.

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Author information

Authors and Affiliations

  1. Reader in Technology Management Division of Marketing, Nottingham Trent University, Nottingham, Deutschland

    Dr. habil. Michael Ehret

Authors
  1. Dr. habil. Michael Ehret
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Correspondence to Michael Ehret .

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Editors and Affiliations

  1. LS für "Mittelstand, Existenzgründung un, Universität Bremen, Bremen, Germany

    Jörg Freiling

  2. Wirtschaftswissenschaften, Universität Duisburg-Essen, Campus Essen, Essen, Germany

    Tobias Kollmann

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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

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  • DOI: https://doi.org/10.1007/978-3-658-05026-9_22

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  • 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)

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