Consumer-Oriented Business Design
The Case of Airport Management
(Sprache: Englisch)
Driven by rapidly changing business environments and more demanding consumers, many organizations are searching for new ways to achieve and retain a competitive advantage. In this context, new strategic frameworks and market research designs are needed that...
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Driven by rapidly changing business environments and more demanding consumers, many organizations are searching for new ways to achieve and retain a competitive advantage. In this context, new strategic frameworks and market research designs are needed that allow managers to synchronize the evolution of new offerings with changes in motivational patterns of consumers. This book presents a new strategic framework and the corresponding market research design which have already been tested successfully by a large empirical study at Munich airport. The framework has provided considerable input for new offering design and, therefore, the business redesign of organizations meeting future requirements of consumers.
Klappentext zu „Consumer-Oriented Business Design “
Driven by rapidly changing business environments and more demanding consumers, many organizations are searching for new ways to achieve and retain a competitive advantage. In this context, new strategic frameworks and market research designs are needed that allow managers to synchronize the evolution of new offerings with changes in motivational patterns of consumers. This book presents a new strategic framework and the corresponding market research design which have already been tested successfully by a large empirical study at Munich airport. The framework has provided considerable input for new offering design and, therefore, the business redesign of organizations meeting future requirements of consumers.
Inhaltsverzeichnis zu „Consumer-Oriented Business Design “
- The airport business and its environment: Defining the business; Change of competitive situation; Capacity bottlenecks; The postmodern consumer; New information and communication technologies (ICT).- Redefining the airport business: Redefining comes before redesigning; The framework of Abell; Potential consumer groups of an airport; Potential consumer functions at the airport; Potential Interface Designs at airports.
- Describing consumer motivation: Standard theory and its shortcomings; The framework of Kano; Means-end theory; Basic requirement for business design orientated research; The AMP framework.
- Potential non-enablers and motivators at the airport: Spatial access to offerings; Convenience features; Availability/information about availability; Payment features; Atmosphere and identity of location; Entertainment features; Interface design features; Temporal offering features.
- Empirical results: The Munich Airport; Market research design; Passengers; Post hoc segmentation of passengers; Persons picking someone up; Airline crew members; Employees at the airport; Visitors; Local residents.
- Airport business redesign: Identification of valuable consumer segments; Holistic overall design.
- Conclusion..
Autoren-Porträt von Sonja Sulzmaier
Sonja Sulzmaier verfügt über mehr als 20 Jahre Marketingerfahrung im High-Tech-Umfeld. Seit 2013 ist sie Managing Partner der Navispace AG. Von 2003 bis 2013 leitete sie das Corporate Marketing der ESG GmbH, eines der führenden Systemintegrations- und Engineering-Dienstleistungsunternehmen in Deutschland. Von 2001 bis 2003 war sie bei der Boston Consulting Group als Beraterin in internationalen Projekten in der IT-, Energie- und Pharmabranche tätig. Zuvor lehrte sie als Dozentin für Strategisches Marketing und Online Marketing an der Universität Witten/Herdecke und der Universität der Künste, Berlin. Für ihre Dissertation über Airport Business Designs erhielt sie den Universitätspreis für die beste Promotion des Jahres 1999.
Bibliographische Angaben
- Autor: Sonja Sulzmaier
- Maße: 15,5 x 10,8 cm, Kartoniert (TB), Englisch
- Verlag: Physica-Verlag
- ISBN-10: 3790813664
- ISBN-13: 9783790813661
- Erscheinungsdatum: 26.01.2001
Sprache:
Englisch
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