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Marketing-Strategien in der Finanzindustrie

Chancen und Risiken für Banken durch Plattform-getriebene Geschäftsmodelle
Authors:
Publisher:
 2022

Keywords

Bibliographic data

Copyright year
2022
ISBN-Print
978-3-98542-024-7
ISBN-Online
978-3-95710-395-6
Publisher
Nomos, Baden-Baden
Language
German
Pages
367
Product type
Book Titles

Table of contents

ChapterPages
  1. Titelei/Inhaltsverzeichnis No access 1 - 22
    1. 1.1 Forschungsfrage und Forschungsziele No access
    2. 1.2 Struktur der Arbeit No access
      1. 1.3.1 Banken, Crowdfunding und Plattformen No access
      2. 1.3.2 Neue Medien und das Internet No access
      3. 1.3.3 Medienökonomische Einflüsse No access
      4. 1.3.4 Akteur-Netzwerk-Theorie No access
    4. 1.4 Ab- und Eingrenzungen No access
  3. 2. Forschungsmethodologie No access 47 - 52
    1. 3.1 Medienkategorisierung und Herausbildung des Quintärmediums No access
    2. 3.2 Medien (er)schaffen Zielgruppen – die IKT-Branche No access
    3. 3.3 Banken und die Digitalisierung der Finanzwirtschaft No access
    4. 3.4 Fünf Stufen der Unternehmensreife No access
      1. 3.5.1 Förderdarlehen No access
      2. 3.5.2 Institutionelle Fördermittel No access
      3. 3.5.3 Factoring und Leasing No access
      4. 3.5.4 Private Finanzierungsmöglichkeiten No access
      5. 3.5.5 Bankkredit No access
      6. 3.5.6 Folgefinanzierung No access
      7. 3.5.7 Rahmenwerk der Mittelstandsfinanzierung No access
      8. 3.5.8 Bewertungsverfahren No access
    1. 4.1 Einfluss der kritischen Masse – Bedeutung des Marketings No access
    2. 4.2 Plattform-Dynamiken und die Rolle der Intangibles No access
    3. 4.3 Fallstudie: Plattformen und deren Marketing verändern die Wertschöpfung No access
    1. 5.1 Analyse des Status Quo des Bankensektors No access
    2. 5.2 Stärken von Banken und potenzielle Bedrohungen No access
    3. 5.3 Innovationsadoption No access
    1. 6.1 FinTech-Unternehmen und Fallstudien aus Deutschland No access
    2. 6.2 Finanzierungsoptionen und Crowdfunding-Potenziale für KMUs No access
    3. 6.3 Analyse anhand der 7Ps des Service-Marketings No access
      1. 7.1.1 Reward-based Crowdfunding No access
      2. 7.1.2 Equity-based Crowdfunding (Crowdinvesting) No access
    2. 7.2 Erfolgsmessung von Crowdfunding-Kampagnen No access
    3. 7.3 Grundbedingungen für erfolgreiches Crowdfunding No access
    4. 7.4 Fallstudie: Ablauf einer equity-based Crowdfunding- Kampagne No access
    5. 7.5 Ansatz zur Effektivitätsmessung von Crowdfunding- Kampagnen No access
    6. 7.6 Fallstudie: Kampagnenbegleitung durch ein externes Kampagnenmanagement No access
    7. 7.7 Fallstudien: Analyse ausgewählter Crowdfunding- Kampagnen No access
    8. 7.8 Internationale Entwicklung von Crowdfunding- Kampagnen No access
    1. 8.1 Europäische Perspektive des Crowdfunding-Marktes No access
    2. 8.2 Internationale Unterschiede No access
    3. 8.3 Analyse der Crowdfunding-Plattformen in Deutschland und Rumänien No access
    4. 8.4 Fallstudien: Darstellung ausgewählter Crowdfunding- Plattformen in Deutschland, Rumänien sowie Österreich No access
    5. 8.5 Hardware-Crowdfunding No access
    1. 9.1 Darstellung der Ergebnisse No access
    2. 9.2 Diskussion der Ergebnisse der Marktumfrage und Handlungsempfehlungen No access
    1. 10.1 Positionierung und Bank-FinTech-Kooperation No access
    2. 10.2 Chancen für Banken No access
    3. 10.3 Entwicklungen für KMUs No access
    4. 10.4 Marktbearbeitung von Banken in Deutschland und Rumänien No access
    1. 11.1 Zusammenfassung der wesentlichen Erkenntnisse anhand der Forschungsziele No access
    2. 11.2 Beantwortung der Forschungsfrage No access
    3. 11.3 Theoretische Implikationen No access
    4. 11.4 Praktische Implikationen für Crowdfunding-Plattformen No access
    5. 11.5 Praktische Implikationen für den Bankensektor No access
    6. 11.6 Limitationen und kritische Reflexion der Arbeit No access
    7. 11.7 Weiterführende Forschungsfragen No access
  13. Bibliografie No access 289 - 356
  14. Anhang A - Crowdfunding-Kampagnen mit den höchsten Funding-Volumina No access 357 - 358
  15. Anhang B - Liste der beobachteten Crowdfunding-Plattformen No access 359 - 360
  16. Anhang C - Fragebogen der Crowdfunding-Marktumfrage No access 361 - 367

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