Betriebswirtschaftliche Perspektiven des 3D-Drucks: Eine qualitative Studie zur Kundenorientierung im B2B-Sektor [1. Aufl. 2020] 978-3-658-28544-9, 978-3-658-28545-6

Table of contents :
Front Matter ....Pages I-XVIII
Einleitung (Gero P. Gunkel)....Pages 1-8
Grundlagen der Untersuchung (Gero P. Gunkel)....Pages 9-48
Erhebungen zur Kundenzufriedenheit (Gero P. Gunkel)....Pages 49-98
Studienkonzeption (Gero P. Gunkel)....Pages 99-152
Auswertung und Interpretation (Gero P. Gunkel)....Pages 153-215
Schlussbetrachtung (Gero P. Gunkel)....Pages 217-227
Back Matter ....Pages 229-270

Citation preview

Interaktives Marketing

Gero P. Gunkel

Betriebswirtschaftliche Perspektiven des 3D-Drucks Eine qualitative Studie zur Kundenorientierung im B2B-Sektor

Interaktives Marketing Reihe herausgegeben von Günter Silberer, Göttingen, Deutschland Wolfgang Fritz, Braunschweig, Deutschland

Die Schriftenreihe präsentiert wissenschaftliche Beiträge zum Einsatz interaktiver, vor allem multimedialer Systeme im Marketing. Stationäre und portable Applikationen rücken dabei ebenso ins Blickfeld wie Offline- und Online-Anwendungen, insbesondere Internet und interaktives Fernsehen. Als Felder der rechnergestützten Interaktion interessieren vor allem Marktforschung, Produktentwicklung, Electronic Publishing, dialogische Präsentation und Kommunikation von Unternehmen, Programmen und Produkten, Vor- und Nachkauf-Service sowie Verkauf und Vertrieb (Electronic Commerce).

Weitere Bände in der Reihe http://www.springer.com/series/12536

Gero P. Gunkel

Betriebswirtschaftliche Perspektiven des 3D-Drucks Eine qualitative Studie zur Kundenorientierung im B2B-Sektor Mit einem Geleitwort von Prof. Dr. Dr. h.c. Wolfgang Fritz

Gero P. Gunkel Braunschweig, Deutschland Dissertation, Technische Universität Braunschweig, 2019

Interaktives Marketing ISBN 978-3-658-28544-9 ISBN 978-3-658-28545-6  (eBook) https://doi.org/10.1007/978-3-658-28545-6 Die Deutsche Nationalbibliothek verzeichnet diese Publikation in der Deutschen National­ bibliografie; detaillierte bibliografische Daten sind im Internet über http://dnb.d-nb.de abrufbar. Springer Gabler © Springer Fachmedien Wiesbaden GmbH, ein Teil von Springer Nature 2020 Das Werk einschließlich aller seiner Teile ist urheberrechtlich geschützt. Jede Verwertung, die nicht ausdrücklich vom Urheberrechtsgesetz zugelassen ist, bedarf der vorherigen Zustimmung des Verlags. Das gilt insbesondere für Vervielfältigungen, Bearbeitungen, Übersetzungen, Mikroverfilmungen und die Einspeicherung und Verarbeitung in elektronischen Systemen. Die Wiedergabe von allgemein beschreibenden Bezeichnungen, Marken, Unternehmensnamen etc. in diesem Werk bedeutet nicht, dass diese frei durch jedermann benutzt werden dürfen. Die Berechtigung zur Benutzung unterliegt, auch ohne gesonderten Hinweis hierzu, den Regeln des Markenrechts. Die Rechte des jeweiligen Zeicheninhabers sind zu beachten. Der Verlag, die Autoren und die Herausgeber gehen davon aus, dass die Angaben und Informa­ tionen in diesem Werk zum Zeitpunkt der Veröffentlichung vollständig und korrekt sind. Weder der Verlag, noch die Autoren oder die Herausgeber übernehmen, ausdrücklich oder implizit, Gewähr für den Inhalt des Werkes, etwaige Fehler oder Äußerungen. Der Verlag bleibt im Hinblick auf geografische Zuordnungen und Gebietsbezeichnungen in veröffentlichten Karten und Institutionsadressen neutral. Springer Gabler ist ein Imprint der eingetragenen Gesellschaft Springer Fachmedien Wiesbaden GmbH und ist ein Teil von Springer Nature. Die Anschrift der Gesellschaft ist: Abraham-Lincoln-Str. 46, 65189 Wiesbaden, Germany

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IX Inhaltsverzeichnis ______________________________________________________________________

,QKDOWVYHU]HLFKQLV Geleitwort .................................................................................................................. V Vorwort ...................................................................................................................... VII Inhaltsverzeichnis ...................................................................................................... IX Abbildungs- und Tabellenverzeichnis ....................................................................... XIII Abkürzungsverzeichnis .............................................................................................. XV Symbolverzeichnis ................................................................................................... XVII 1 Einleitung ...............................................................................................................

1

1.1 Ausgangssituation und Problemstellung .........................................................

1

1.2 Abgrenzung des Untersuchungsbereichs und Forschungsleitfragen ..............

3

1.3 Gang der Untersuchung ..................................................................................

5

2 Grundlagen der Untersuchung ...............................................................................

9

2.1 Begriffliche Klärung und Abgrenzungen ........................................................

9

2.1.1 Definitorische Fassung des 3D-Drucks ..................................................

9

2.1.2 Verfahrensvarianten des 3D-Drucks ...................................................... 11 2.1.2.1 Freiraumverfahren ........................................................................... 13 2.1.2.2 Pulververfahren ................................................................................ 15 2.1.2.3 Flüssigverfahren .............................................................................. 17 2.1.3 Technische Eigenschaften ...................................................................... 19 2.1.3.1 Bauteileigenschaften ........................................................................ 19 2.1.3.2 Prozesseigenschaften ....................................................................... 21 2.1.4 Konventionelle Fertigungsverfahren ...................................................... 24 2.1.4.1 Urformen .......................................................................................... 24 2.1.4.2 Trennen ............................................................................................ 25 2.1.4.3 Fügen ............................................................................................... 27 2.2 Gegenüberstellung additiver und konventioneller Fertigungsverfahren ........ 28 2.2.1 Ableitung von Korrespondenzkriterien .................................................. 30 2.2.2 Vergleichende Beurteilung ..................................................................... 32 2.3 Schichtbauspezifische Eigenschaften des B2B-Segmentes ............................ 37 2.4 Stand der Forschung ....................................................................................... 41 2.4.1 Literaturüberblick ................................................................................... 41 2.4.2 Präzisierung des Untersuchungsgegenstandes ....................................... 47

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XIII Abbildungs- und Tabellenverzeichnis ______________________________________________________________________ 

$EELOGXQJVXQG7DEHOOHQYHU]HLFKQLV $EELOGXQJHQ Abbildung 1:

Konzeptioneller Aufbau des Forschungsvorhabens ........................

8

Abbildung 2:

Der Preis im bilateralen Nutzenverhältnis der generativen B2BFertigung .......................................................................................... 53

Abbildung 3:

Systematisierung von Ansätzen zur Messung der Kundenzufriedenheit ....................................................................... 60

Abbildung 4:

Aggregation von Zufriedenheitsmaßen auf vertikaler Ebene .......... 84

Abbildung 5:

Prozessmodell zur induktiven Kategorienbildung ........................... 159

Abbildung 6:

Erstverdichtung des transkribierten Materials zu Subüberschriften .................................................................................... 164

Abbildung 7:

Screenshot der Benutzeroberfläche der Software MaxQDA ........... 165

Abbildung 8:

Kategorisierung der operativen wirtschaftlich-technischen Integration ........................................................................................ 166

Abbildung 9:

Kategorisierung der Erarbeitung von Geschäftsperspektiven ................................................................................................. 173

Abbildung 10: Kategorisierung der Wechselwirkungen innerhalb der Kundenbeziehung ............................................................................ 180 Abbildung 11: Kategorisierung der Abhängigkeit von exogenen Entwicklungen .............................................................................................. 189 Abbildung 12: Kategorisierung der Perspektiven zum wissenschaftlichen Fortschritt ......................................................................................... 198 Abbildung 13: Kategorien der Hypothesenbildung auf Grundlage des Interviewdatensatzes ........................................................................ 208 

7DEHOOHQ Tabelle 1:

Geschwindigkeit als Vergleichsmerkmal konventioneller und generativer Produktionsverfahren .................................................... 33

Tabelle 2:

Werkstoffe als Vergleichsmerkmal konventioneller und generativer Produktionsverfahren .................................................... 34

Tabelle 3:

Präzision als Vergleichsmerkmal konventioneller und generativer Produktionsverfahren .................................................... 35

XIV Abbildungs- und Tabellenverzeichnis ______________________________________________________________________ Tabelle 4:

Anwendungsbereiche als Vergleichsmerkmal konventioneller und generativer Produktionsverfahren ............................................. 36

Tabelle 5:

Ausgewählte Untersuchungen mit tendenziell „technology push“-orientiertem Fokus ................................................................ 43

Tabelle 6:

Ausgewählte Untersuchungen mit tendenziell „market pull“orientiertem Fokus ........................................................................... 45

Tabelle 7:

Ausgewählte Untersuchungen ohne spezifischen geschäftsstrategischen Schwerpunkt ............................................... 46

Tabelle 8:

Paarvergleich potenziell erfolgsbeeinflussender Attribute .............. 65

Tabelle 9:

Gegenüberstellung von Kennzahlfunktionen und Systemanforderungen ...................................................................... 68

Tabelle 10:

Zusammenfassende Beurteilung der Relevanz verschiedener Kenngrößen ...................................................................................... 79

Tabelle 11:

Zusammenfassende Beurteilung von Komplexität und Aggregationsniveau ......................................................................... 85

Tabelle 12:

Gegenüberstellung des Gesamtkostenansatzes und des Net Promoter Score ................................................................................ 87

Tabelle 13:

Anwendungsbereiche verschiedener Untersuchungstypen ............. 102

Tabelle 14:

Anwendungsbereiche verschiedener Erhebungsformen .................. 107

Tabelle 15:

Charakteristika verschiedener empirischer Grundausrichtungen ................................................................................... 111

Tabelle 16:

Evaluation verschiedener Medien zur Unternehmensrecherche .......................................................................................... 136

Tabelle 17:

Evaluation verschiedener Medien zur Kontaktaufnahme ................ 146

Tabelle 18:

Hypothesenentwicklung zur operativen wirtschaftlichtechnischen Integration .................................................................... 210

Tabelle 19:

Hypothesenentwicklung zur Erarbeitung von Geschäftsperspektiven ..................................................................................... 211

Tabelle 20:

Hypothesenentwicklung zu Wechselwirkungen innerhalb der Kundenbeziehung ............................................................................ 212

Tabelle 21:

Hypothesenentwicklung zur Abhängigkeit von exogenen Begebenheiten .................................................................................. 213

Tabelle 22:

Hypothesenentwicklung zu Perspektiven des wissenschaftlichen Fortschritts ....................................................................................... 214



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