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research / germany
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Moreover market- making is practiced insufficiently if there is no
awareness of the power of brands in competition. Examples from numerous consumer
markets clearly indicate that brands work even in the area of homogeneous goods.
Accordingly market-making should imply to build a brand identity which refers to the
core product as well as the supplier. At least this is useful in order to demonstrate
supplier’s reliability. Sometimes it is even possible to trigger emotions which help firms
to get into a more favorable position in the market.
Beside the opportunities of market-making we can observe that even innovation
management is practiced the poor way. Besides efficient service offerings, accompanying the core product, innovation management should imply to look out for more efficient production procedures as well as new, fine-tuning organizational modes in order to market the commodities.
Finally German firms quite frequently make use of coordination in an insufficient way.
They neglect the opportunities of inter-firm cooperation. Cooperation, however, is useful
in order to concentrate the power of single firms and to arrange a state of continental
respectively international competitiveness. Insufficient coordination, by the way, also
goes along with the fact that the business strategy dominates the corporate and the
collective strategy. This is disadvantageous due to the fact that synergetic effects going
beyond the strategic business units cannot be appropriated in the area of strategic
management.
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