Strategisches Marketing als Erfolgsfaktor beim geschäftsbereichspezifischen Markteintritt

Translated title of the contribution: Strategic Marketing as key success factor for new market entries of business units

Uwe Haider

Research output: ThesisMaster's Thesis (University Course)


Latest economic developments show very unstable cycles, which are less predictable than in the past, what requires fast strategy changes. In the past strategies have been made for 3 to 5 years and only in rare situations you were forced to use a back up strategy. At the one hand the changes are now more often and as already mentioned unpredictable, what requires more back up strategies at the one hand and a very efficient management to develop strategies in a short period at the other hand. Today’s paradox of more complex systems, which need longer time to change, face short economic cycles that require fast changes, motivated the author to this thesis. It shall give a guideline for new market entry strategies in industrial goods marketing and lead in a lean process through the key factors of the business environment. Beside this advantage of covering the key factors in the process you have comparable data, what leads to easier and clearer decisions. In the second part of the thesis the process will be applied to the Pumps division of the Andritz AG to develop a market entry strategy for pumps in the sea water desalination.
Translated title of the contributionStrategic Marketing as key success factor for new market entries of business units
Original languageGerman
  • Müller, Claudia, Supervisor (internal)
Award date19 Dec 2014
Publication statusPublished - 2014

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