December 2014
Beginner to intermediate
706 pages
24h 45m
German
Content preview from Marketing-Management in der Hotellerie, 3rd Edition
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6 Strategische Implikationen in der Hotellerie
6.1 Strategisches Suchfeld in der Hotellerie
Die Polarisierung der Strategien der Kostenführerschaft und der Differenzierung korrespondiert mit dem dienstleistungsspezifischen, strategischen Suchfeld, das sich als Spannungskomplex zwischen industriell-orientierter Dienstleistungsproduktion und zwischenmenschlicher Interaktion darstellt (Lehmann 1995, S. 28ff.; Bieger 2000 S. 211f.) Die Strategie der Kostenführerschaft stellt die Industrialisierungsansätze der Dienstleistungsproduktion in den Vordergrund, wie sie erstmals von LEVITT thematisiert wurde (Levitt 1972, 1976). Die Interaktionsorientierung der Differenzierungsstrategie geht hingegen einher mit der Akzentuierung der Gestaltung der Austauschbeziehungen ...
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