Die Wettbewerbssituation traditioneller Technologieunternehmen ist im Umbruch. Neue Kundensegmente in den Schwellen- und Entwicklungsl�ndern und neue Wettbewerber aus diesen Regionen ver�ndern die Marktlandschaft rasant. Beides stellt die etablierten Anbieter vor neue Herausforderungen. Um sich zu behaupten, m�ssen Unternehmen wie Siemens, General Electric, Alstom, Mitsubishi, aber auch der Mittelstand, vertraute Denkweisen aufgeben; denn �ber die technisch perfekten Produkte hinaus verlangen die neuen K�ufer einfache, preiswerte Alternativen. Parallel dazu lassen sich durch komplexe, nicht kopierbare Dienstleistungen wirksame Markteintrittsbarrieren schaffen.

Das Buch behandelt die Chancen und Probleme neuer Strategien und zeigt, wie man sie optimal umsetzt, insbesondere bei Produkt- und Preisgestaltung, Mitarbeiter- und Organisationsentwicklung, Marken- und Vertriebsmanagement.

About the Author

Olaf Pl�tner ist an der ESMT European School of Management and Technology Dekan der Executive Education und hat eine Gastprofessur an der Darden School of Business, University of Virginia. Zuvor war er Berater der Boston Consulting Group und Direktor der Siemens AG.

Sein Interesse in Forschung und Lehre gilt dem strategischem Management sowie Marketing und Vertrieb auf technologiegepr�gten B2B-M�rkten.

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