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Neuorientierung von Wettbewerbsstrategien im Handel

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Zusammenfassung

Strategien wie Qualitäts- oder Kostenführerschaft und Wettbewerbsvorteile wie Differenzierung oder Kosten waren lange Zeit Maximen im Handel. Heutzutage zwing nicht zuletzt die Umweltdynamik Handelsunternehmen zur Neuorientierung von Wettbewerbsstrategien. Generische Strategien müssen konkretisiert werden, generischer Wettbewerbsvorteile wandeln sich – anders in Food und Fashion – und es sind alternative Sichtweisen von Wettbewerbsstrategien notwendig. Letzteres kann heute bereits mit Blick auf Kernkompetenzen (z. B. einzigartige Führungskultur, Geschäftsmodelle) oder mit Blick auf Wettbewerbsvorteile durch Interdependenzen zwischen Geschäftseinheiten (z. B. beim Multi/Cross Channel Retailing oder beim formatübergreifenden Retail Branding) erfolgen.

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Authors and Affiliations

  1. Professur für Marketing und Handel, Universität Trier, Universitätsring 15, 54289, Trier, Deutschland

    Bernhard Swoboda Univ.-Professor Dr. Prof. h.c.

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  1. Bernhard Swoboda Univ.-Professor Dr. Prof. h.c.
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Editors and Affiliations

  1. Institut für Handel und Internationales, Universität des Saarlandes, Saarbrücken, Germany

    Joachim Zentes

  2. Professur für Marketing und Handel, Universität Trier Professur für Marketing und Handel, Trier, Germany

    Bernhard Swoboda

  3. Chair for International Management, University of Fribourg Chair for International Management, Fribourg, Switzerland

    Dirk Morschett

  4. LS Marketing, Universität Siegen, Siegen, Nordrhein-Westfalen, Germany

    Hanna Schramm-Klein

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Swoboda, B. (2012). Neuorientierung von Wettbewerbsstrategien im Handel. In: Zentes, J., Swoboda, B., Morschett, D., Schramm-Klein, H. (eds) Handbuch Handel. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-8349-3847-3_10

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  • DOI: https://doi.org/10.1007/978-3-8349-3847-3_10

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