Messung und Wirkung von Netzeffekten in der ökonomischen Forschung

Michel Clement1, Thomas Schollmeyer2
1Lehrstuhl für Marketing und Medienmanagement, Institut für Marketing und Medien, Universität Hamburg, Hamburg, Deutschland
2Lehrstuhl für Betriebswirtschaftslehre mit Schwerpunkt Marketing und Services, Universität Passau, Passau, Deutschland

Tóm tắt

Netzeffekte sind entscheidend für das Marketing vieler Güter. Aufbauend auf grundlegenden Konzepten zur Theorie der Netzeffekte liefert der Beitrag eine Übersicht der durchgeführten Messungen und stellt den Stand der empirischen Forschung über die Wirkung von Netzeffekten dar. Darauf aufbauend werden praktische Implikationen für Manager und Wissenschaftler abgeleitet. Der Fokus der dargestellten Empirie liegt dabei auf den Endkonsumenten, da diese für das Marketing besonders relevant sind. Die Ergebnisse werden für unterschiedliche Märkte separat analysiert, da die existierenden Netzeffekte und somit deren Wirkungen entscheidend von der marktspezifischen Ausgestaltung moderierender Effekte abhängen. Generell ist der Nachweis der Existenz von Netzeffekten problemlos möglich, jedoch fehlen trotz der Vielzahl von Studien allgemeingültige Handlungsempfehlungen für das Marketing bzw. Innovationsmanagement von Netzeffektgütern.

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