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Interaktionen in Geschäftsbeziehungen

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Handbuch Business-to-Business-Marketing

Zusammenfassung

Zahlreiche Industriegütermärkte sind dadurch gekennzeichnet, dass Anbieter langfristige Geschäftsbeziehungen mit ihren Kunden pflegen. Ein wesentliches Merkmal dieser Geschäftsbeziehungen stellt die Interaktion zwischen Anbieter und Kunde dar. Die systematische Planung und Gestaltung von Interaktionen zwischen Akteuren in Industriegütermärkten stellt nicht nur für die Unternehmenspraxis eine zentrale Herausforderung dar, sondern bildet auch in der Business-to-Business-Forschung ein relevantes Forschungsfeld. Bisherige Untersuchungen lassen sich danach systematisieren, ob eine Querschnitts- oder eine Längsschnittbetrachtung von Interaktionen vorgenommen wurde. Gegenstand dieses Beitrags ist es, Untersuchungen beider Perspektiven zu erfassen und zu systematisieren und auf diese Weise einen Überblick über bisherige Erkenntnisse zu Struktur- und Prozessanalysen von Interaktionen in professionellen Geschäftsbeziehungen zu erlangen.

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Author information

Authors and Affiliations

  1. Juniorprofessur für BWL, insbesondere Marketing Intelligence, Otto-Friedrich-Universität Bamberg, Bamberg, Deutschland

    Prof. Dr. Alexander Leischnig

  2. Lehrstuhl für BWL, insbesondere Marketing, Otto-Friedrich-Universität Bamberg, Bamberg, Deutschland

    Prof. Dr. Björn Ivens

Authors
  1. Prof. Dr. Björn Ivens
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  2. Prof. Dr. Alexander Leischnig
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Correspondence to Björn Ivens .

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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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Ivens, B., Leischnig, A. (2015). Interaktionen in Geschäftsbeziehungen. In: Backhaus, K., Voeth, M. (eds) Handbuch Business-to-Business-Marketing. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-8349-4681-2_4

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  • DOI: https://doi.org/10.1007/978-3-8349-4681-2_4

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