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Methodisches Vorgehen

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Integration von Marketing und Vertrieb

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Zusammenfassung

Das fünfte Kapitel beschreibt das methodische Vorgehen zur Prüfung der Hypothesen mithilfe der Strukturgleichungsmodellierung sowie der Messung der Güte der Zusammenarbeit von Marketing und Vertrieb mittels deskriptiver Statistik. Zunächst wird die Entwicklung des Diagnosetools, des sogenannten Integrationsmodells, aufgezeigt, um die Ausprägung der Zusammenarbeit von Marketing und Vertrieb einerseits messen und anderseits visualisieren zu können. Das Integrationsmodell ist eine Portfolio-Darstellung mit fünf Ausprägungsstufen und acht Erfolgsfaktoren. Der zweite Teil des Kapitels befasst sich mit der Beschreibung des Untersuchungsdesigns sowie der Durchführung der Forschungsstudie. In diesem Kontext erfolgt auch die Operationalisierung der Konstrukte, das heißt der Herleitung der Items aus der wissenschaftlichen Literatur. Den Abschluss des fünften Kapitels stellt die Datenanalyse dar. Dabei wird zunächst die Methode der Strukturgleichungsmodellierung vorgestellt, um die kausalen Wirkungszusammenhänge bzw. Hypothesen testen und das Integrationsmodell validieren zu können. Die Messung der Zusammenarbeit von Marketing und Vertrieb erfolgt schließlich im Integrationsmodell durch die Methode der deskriptiven Statistik.

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Authors and Affiliations

  1. FOM Hochschule für Oekonomie & Management, München, Deutschland

    Wolf-Dieter Hiemeyer

  2. MSI Partner Consulting, München, Deutschland

    Dominik Stumpp

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  1. Wolf-Dieter Hiemeyer
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  2. Dominik Stumpp
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Correspondence to Wolf-Dieter Hiemeyer .

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Hiemeyer, WD., Stumpp, D. (2020). Methodisches Vorgehen. In: Integration von Marketing und Vertrieb. FOM-Edition. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-27558-7_5

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  • DOI: https://doi.org/10.1007/978-3-658-27558-7_5

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