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Innovationsmanagement in B-to-B-Märkten

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Handbuch Business-to-Business-Marketing

Zusammenfassung

Gerade für im deutschsprachigen Raum aktive B-to-B-Unternehmen sind Innovationen (sowohl im Hinblick auf Produkte als auch im Hinblick auf Dienstleistungen) ein zentrales Differenzierungsmerkmal. Es steht zu vermuten, dass die Bedeutung von Innovationen dabei im Zeitverlauf eher noch zunehmen wird. Interessanterweise gibt es jedoch nur vergleichsweise wenig Forschungsarbeiten, die sich mit den Besonderheiten des B-to- B-Innovationsmarketing befassen. Schwerpunkte der Forschung liegen auf der Kunden- und Vertriebseinbindung in den Entwicklungsprozess und vertriebs- und preisbezogenen Aspekten der Markteinführung. Darauf aufbauend entwickelt dieser Beitrag eine Agenda für zukünftige Forschung und zeigt einige erste Praxisempfehlungen auf.

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Authors and Affiliations

  1. Institut für Informationswirtschaft und Marketing, Karlsruher Institut für Technologie, Karlsruhe, Deutschland

    Prof. Dr. Martin Klarmann & Anja Hildebrand

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  1. Prof. Dr. Martin Klarmann
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  2. Anja Hildebrand
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Correspondence to Martin Klarmann .

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Editors and Affiliations

  1. Inst. f. Anlagen- u. Systemtechnik, Universität Münster, Münster, Nordrhein-Westfalen, Germany

    Klaus Backhaus

  2. Inst. f. BWL, Lst. f. Marketing, Universität Hohenheim, Stuttgart, Baden-Württemberg, Germany

    Markus Voeth

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Klarmann, M., Hildebrand, A. (2015). Innovationsmanagement in B-to-B-Märkten. In: Backhaus, K., Voeth, M. (eds) Handbuch Business-to-Business-Marketing. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-8349-4681-2_15

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  • DOI: https://doi.org/10.1007/978-3-8349-4681-2_15

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