Markteinführung von Produktinnovationen in der Medizintechnik.
| Autor: | Ann-Marie Ingrid Nienaber |
|---|---|
| EAN: | 9783428533091 |
| eBook Format: | |
| Sprache: | Deutsch |
| Produktart: | eBook |
| Veröffentlichungsdatum: | 20.04.2011 |
| Untertitel: | Eine empirische Untersuchung zur Ausgestaltung des Kommunikations-Mix. |
| Kategorie: | |
| Schlagworte: | Innovation Kommunikations-Mix Vertrauen |
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Die Misserfolgsquote von Innovationen liegt bei 50 - 80%, weshalb Unternehmensleiter ein großes Interesse daran haben, Erkenntnisse zur erfolgreichen Markteinführung neuer Produkte zu generieren. Durch Vertrauen können kundenseitig empfundene Unsicherheiten gegenüber innovativen Produkten reduziert und die Kaufbereitschaft gesteigert werden. Einen wesentlichen Beitrag hierzu leistet die Kommunikation. Ziel der Untersuchung ist es, einen optimalen Vertrauenskommunikations-Mix auszugestalten, der die Einführung neuer Produkte auf dem Markt erfolgreich unterstützt. Hierdurch erschließt Ann-Marie Ingrid Nienaber ein neues und interdisziplinäres Forschungsfeld. Sie identifiziert verschiedene Käufertypen, die jeweils unterschiedliche Anforderungen an die Ausgestaltung eines Vertrauenskommunikations-Mix stellen. Auf diese Weise gibt die Autorin praxisnahe Handlungsempfehlungen.
Ann-Marie Nienaber is working as Assistant Professor at the Institute for Business Administration, especially Organisation, Personnel and Innovation at the Westfälische Wilhelms-University of Münster under the direction of Prof. Dr. Gerhard Schewe. In July 2009, she achieved her doctoral degree on the topic of 'Market launch of product innovations in the medical engineering industry: An empirical examination of the design of the communicational mix'. For this, she received the best dissertation award 2009 of the economics department of the University of Münster. Results of her work have already been presented at international conferences on the topic of innovation management as well as on the topic of trust management in and between organisations. Furthermore, Ann-Marie Nienaber is included in the mentoring programme 'Erstklassik' of the University of Münster as a preparation for the scientific career and is a member of the Delegation of the Master Class on the topic of innovation management (sponsored by the Federal Ministry of Education and Research) at the Universidade Federal de Santa Catarina, Florianopolis (Brazil). In addition to her work at the institute, Ann-Marie Nienaber lectured at different colleges. She taught especially in the area of corporate governance, international management and marketing. Her research has been published in renowned journals.
Ann-Marie Nienaber is working as Assistant Professor at the Institute for Business Administration, especially Organisation, Personnel and Innovation at the Westfälische Wilhelms-University of Münster under the direction of Prof. Dr. Gerhard Schewe. In July 2009, she achieved her doctoral degree on the topic of 'Market launch of product innovations in the medical engineering industry: An empirical examination of the design of the communicational mix'. For this, she received the best dissertation award 2009 of the economics department of the University of Münster. Results of her work have already been presented at international conferences on the topic of innovation management as well as on the topic of trust management in and between organisations. Furthermore, Ann-Marie Nienaber is included in the mentoring programme 'Erstklassik' of the University of Münster as a preparation for the scientific career and is a member of the Delegation of the Master Class on the topic of innovation management (sponsored by the Federal Ministry of Education and Research) at the Universidade Federal de Santa Catarina, Florianopolis (Brazil). In addition to her work at the institute, Ann-Marie Nienaber lectured at different colleges. She taught especially in the area of corporate governance, international management and marketing. Her research has been published in renowned journals.