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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.
M. Müller, Internationale Markenstrategien, DOI 10.1007/978-3-658-11968-3,© Springer Fachmedien Wiesbaden 2016
Anhang246
Abbildung 30: Top 15 Markenwerte für Großbritannien, Indien, Italien und Japan
Quelle: Eigene Darstellung.
247 Anhang
Abbildung 31: Top 15 Markenwerte für Kanada, Mexiko, Russland und Spanien
Quelle: Eigene Darstellung.
Anhang248
Abbildung 32: Top 15 Markenwerte für USA
Quelle: Eigene Darstellung.
249 Anhang
Abbildung 33: Invitation Letter der Befragung
Quelle: Eigene Darstellung.
Anhang250
Abbildung 34: Fragebogen (Teil I)
Quelle: Eigene Darstellung.
251 Anhang
Abbildung 35: Fragebogen (Teil II)
Quelle: Eigene Darstellung.
Anhang252
Abbildung 36: Fragebogen (Teil III)
Quelle: Eigene Darstellung.
253 Anhang
Abbildung 37: Fragebogen (Teil IV)
Quelle: Eigene Darstellung.
Anhang254
Abbildung 38: Fragebogen (Teil V)
Quelle: Eigene Darstellung.
255 Anhang
Abbildung 39: Fragebogen (Teil VI)
Quelle: Eigene Darstellung.
Anhang256
Abbildung 40: Fragebogen (Teil VII)
Quelle: Eigene Darstellung.