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Diplomarbeit aus dem Jahr 2004 im Fachbereich BWL Unternehmensfhrung, Management, Organisation, Note: 1.3, Frankfurt University of Applied Sciences, ehem. Fachhochschule Frankfurt am Main, Sprache: Deutsch, Abstract: Markenfhrende Unternehmen stehen vor enormen Herausforderungen. Die zunehmende Wettbewerbsintensitt fhrt zu einer erhhten Markenvielfalt und zu einer Reizberflutung der Konsumenten mit Markeninformationen. In diesem Umfeld ist die bewusste Abgrenzung vom Wettbewerb durch eine hohe Wiedererkennbarkeit der Marke ein wesentlicher Faktor, um im Wettbewerb bestehen zu knnen.1 Unter diesen Bedingungen wchst die Bedeutung einer konsistenten Markenfhrung fr Unternehmen deutlich, und damit auch die Notwendigkeit dieser Gegebenheit im Sinne einer darauf ausgerichteten Unternehmensstruktur Rechnung zu tragen.2 Die Hypothese ist dabei, dass die Gestaltung der Unternehmensstruktur Einfluss auf die Markenkonsistenz und damit auf den Unternehmenserfolg hat. Ziel der vorliegenden Arbeit ist es, diese Hypothese zu besttigen und markenfreundliche im Sinne von konsistente Markenfhrung frdernde Unternehmensstrukturen herauszuarbeiten.
⚠️ WARNING (California Proposition 65):
This product may contain chemicals known to the State of California to cause cancer,
birth defects, or other reproductive harm.
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