9. Schlussbetrachtung978-3-658-11968-3/1.pdf · Die wenigen Untersuchungen zur Standardisierung des Marketing-Mix sowie der Markenführung und dem Markenerfolg gehen in aller Regel

9. Schlussbetrachtung

Bei der Darstellung des aktuellen Forschungsstandes wurde hinsichtlich der Erfolgs-

wirkung von internationalen Markenstrategien weiterer Forschungsbedarf identifiziert.

Bisher vorliegende empirische Untersuchungen auf diesem Gebiet weisen Schwächen

auf und die Forschung kommt zu stark divergierenden Ergebnissen, was auf eine noch

unvollständige theoretische Erschließung des Untersuchungsfeldes hindeutet. Vor

diesem Hintergrund wird in der Arbeit ein Modell eingeführt, welches auf einem

ganzheitlichen und zeitgemäßen identitätsbasierten Markenverständnis fußt. Die

Marke wird dabei im internationalen Kontext aus der Perspektive des Resource-based

Views betrachtet. Das Modell berücksichtigt den Marketing-Mix als operative

Ausgestaltung des Markenmanagements sowie strategische Entscheidungen und

geht damit über eine singuläre Betrachtung einzelner Entscheidungsebenen hinaus.

Da bisher alle Untersuchungen auf die Einzelmarkenebene begrenzt sind und den

Aspekt der Markenarchitektur daher vernachlässigt haben, wird dieser in der vorlie-

genden Arbeit systematisch in die Modellbildung einbezogen. Für die Überprüfung des

Modells und der aufgestellten Hypothesen wurde eine empirische Untersuchung in der

Automobilbranche durchgeführt. Da eine Vielzahl der bisherigen Forschungsarbeiten

lediglich das Herkunftsland der Marken betrachtet, wurden für die Studie Daten aus 13

Ländern erhoben. Es konnten mit einem relativ hohen Rücklauf robuste Ergebnisse

erzielt werden, welche unter anderem auf die Managementerfahrung der Key

Informants zurückzuführen sind. Der Markenwert, der einen Treiber des

Unternehmenserfolgs und eine direkte Größe des Markenerfolgs darstellt, bildet die

abhängige Variable der Untersuchung. Da keine Studie vorliegt, die Auskunft über

länderspezifische Markenwerte gibt, wurde für diese Arbeit der Wert der Automobil-

marken in den relevanten Märkten auf Basis eines systematisch hergeleiteten Marken-

bewertungsverfahrens ermittelt. Damit handelt es sich um die einzige vorliegende

Studie, die Auskunft über die Markenwerte pro Land gibt und damit einen

länderübergreifenden Vergleich zulässt.

Die deskriptiven Ergebnisse der Studie zeigen, dass sowohl bei den strategischen als

auch operativen Entscheidungen der internationalen Markenführung in der Auto-

mobilbranche die Standardisierung gegenüber der Differenzierung überwiegt. Damit

werden wenige Entscheidungen wirklich länderspezifisch festgelegt. Insgesamt

zeichnen sich die strategischen Entscheidungen im Vergleich zu den operativen Ent-

scheidungen durch einen höheren Standardisierungsgrad aus.

M. Müller, Internationale Markenstrategien, DOI 10.1007/978-3-658-11968-3,© Springer Fachmedien Wiesbaden 2016

9. Schlussbetrachtung172

Die wenigen Untersuchungen zur Standardisierung des Marketing-Mix sowie der

Markenführung und dem Markenerfolg gehen in aller Regel im internationalen Kontext

von einer linearen Beziehung aus. Eine Ausnahme bildet die Untersuchung von Stock-

Homburg/Krohmer (2007), die einen den Ergebnissen der vorliegenden Arbeit

entgegengesetzten Zusammenhang postuliert. Der primäre Beitrag der vorliegenden

Arbeit ist der empirische Nachweis eines nicht monotonen, inversen U-förmigen

Zusammenhangs zwischen der internationalen Markenstandardisierung und dem

Markenwert am Beispiel der Automobilbranche, mit dem der teils widersprüchliche

Status quo der Forschung erklärt werden kann. Der konkave Verlauf der Relation

zwischen Standardisierung und Markenwert zeigt, dass der Grad der internationalen

Markenstandardisierung sich zunächst positiv, ab einem Scheitelpunkt allerdings ne-

gativ auf den Markenerfolg auswirkt. Eine „Alles-oder-nichts“-Lösung scheint bei der

Markenführung nicht angebracht und eine „Stuck-in-the-Middle“-Position nicht vorzu-

liegen. Es konnte im Rahmen einer Untersuchung eine Signifikanzregion des Stan-

dardisierungsgrads ermittelt werden, in der die internationale Markenstandardisierung

eine besonders große Erfolgswirkung ausübt. Aufgrund der Ergebnisse sollten

Markenmanager eine glokale gegenüber einer globalen oder lokalen Markenstrategie

favorisieren. Eine erfolgreiche glokale Markenstrategie zeichnet sich dadurch aus,

indem die Markenvision und Markenkernwerte einen möglichst hohen

Standardisierungsgrad vorweisen, gleichzeitig allerdings die Markenleistung und das

Markenpricing an Länderspezifika adaptiert werden. Kulturelle und politisch-rechtliche

Unterschiede der Länder, deren Einfluss nachweislich existiert, dürfen bei der

internationalen Marktbearbeitung nicht außer Acht gelassen werden. Das öko-

nomische Umfeld spielt hingegen eine untergeordnete Rolle.

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245 Anhang

Anhang

Abbildung 29: Top 15 Markenwerte für Brasilien, China, Deutschland und Frankreich

Quelle: Eigene Darstellung.


Anhang246

Abbildung 30: Top 15 Markenwerte für Großbritannien, Indien, Italien und Japan


247 Anhang

Abbildung 31: Top 15 Markenwerte für Kanada, Mexiko, Russland und Spanien


Anhang248

Abbildung 32: Top 15 Markenwerte für USA


249 Anhang

Abbildung 33: Invitation Letter der Befragung


Anhang250

Abbildung 34: Fragebogen (Teil I)


251 Anhang

Abbildung 35: Fragebogen (Teil II)


Anhang252

Abbildung 36: Fragebogen (Teil III)


253 Anhang

Abbildung 37: Fragebogen (Teil IV)


Anhang254

Abbildung 38: Fragebogen (Teil V)


255 Anhang

Abbildung 39: Fragebogen (Teil VI)


Anhang256

Abbildung 40: Fragebogen (Teil VII)


Documents

9. Schlussbetrachtung978-3-658-11968-3/1.pdf · Die wenigen Untersuchungen zur Standardisierung des Marketing-Mix sowie der Markenführung und dem Markenerfolg gehen in aller Regel