{"id":12195,"date":"2019-08-01T09:42:38","date_gmt":"2019-08-01T07:42:38","guid":{"rendered":"https:\/\/www.munich-business-school.de\/insights\/?p=12195"},"modified":"2019-08-01T09:42:38","modified_gmt":"2019-08-01T07:42:38","slug":"mbs-professor-dr-habil-florian-bartholomae-publiziert-artikel-zu-markteintrittsstrategien-in-top-zeitschrift","status":"publish","type":"post","link":"https:\/\/www.munich-business-school.de\/insights\/2019\/mbs-professor-dr-habil-florian-bartholomae-publiziert-artikel-zu-markteintrittsstrategien-in-top-zeitschrift\/","title":{"rendered":"MBS Professor Dr. habil. Florian Bartholomae publiziert Artikel zu Markteintrittsstrategien in Top-Zeitschrift"},"content":{"rendered":"

MBS Professor Dr. habil. Florian Bartholomae hat zusammen mit Univ.-Prof. Dr. Karl Morasch von der Universit\u00e4t der Bundeswehr und Diplom-Volkswirtin Rita Orsolya Seebode von Gallup einen Artikel in der Zeitschrift „Managerial and Decision Economics“ ver\u00f6ffentlicht<\/a>, einer hoch gerankten Fachzeitschrift, die sich mit der \u00f6konomischen Analyse von Entscheidungsfindungen und Managementstrategien von F\u00fchrungskr\u00e4ften besch\u00e4ftigt.<\/p>\n

In diesem Artikel analysieren die Autoren Methoden f\u00fcr den Eintritt in einen Markt mit Wechselkosten, der zun\u00e4chst von einem etablierten Monopolisten bedient wird. Prominente Beispiele sind die Endkundenm\u00e4rkte f\u00fcr Strom und Erdgas. Sie stellen fest, dass ein Angebot, das etablierte Unternehmen mit einer festen Marge zu unterbieten, den traditionellen Einstieg mit einem verbindlichen Preisangebot dominiert. Dies liegt daran, dass die Unterbietung durch eine feste Marge die F\u00e4higkeit des Monopolisten, den Eintritt zu verhindern, einschr\u00e4nkt, indem er eine Grenzpreisstrategie (sogenanntes Limit Pricing) verfolgt \u2013 eine typische Strategie von Monopolisten zur Sicherung ihrer marktbeherrschenden Stellung. Die Autoren untersuchen auch die Einf\u00fchrung einer Preisobergrenze, um die Kunden vor zuk\u00fcnftigen Preiserh\u00f6hungen zu sch\u00fctzen. Diese kombinierte Strategie erweist sich als optimal beim Eintritt in M\u00e4rkte mit elastischer Nachfrage, d.h. wenn die Nachfrage auf Preis\u00e4nderungen reagiert, sofern keine Kostenunsicherheit besteht.<\/p>\n

Dazu analysieren die Autoren zwei Markteintrittsstrategien: die Preisunterbietung mit fester Marge mit und ohne Preisobergrenze. In einem recht vereinfachten Rahmen, in dem alle Verbraucher die gleichen Zahlungsbereitschaften und Wechselkosten haben, zeigen sie, dass der traditionelle Preiswettbewerb zu Preisen f\u00fchrt, die sich aus den Grenzkosten und den aufgeschlagenen Wechselkosten ergeben und Markteintritt verhindern (Grenzpreis des Monopolisten). Bei fester Margenunterbietung wird der Markteintreter jedoch die Marge etwas h\u00f6her als die Wechselkosten festlegen, wodurch das etablierte Unternehmen durch die Senkung seines Preises nicht gewinnen kann und alle Verbraucher wechseln zu einem Preis, der um die Wechselkosten unterhalb des urspr\u00fcnglichen Monopolpreises liegt.<\/p>\n

Schlie\u00dflich erweitern die Autoren die Analyse auf realistischere Szenarien mit elastischer Nachfrage. Sie zeigen, dass das etablierte Unternehmen seinen Preis in der zweiten Periode \u00fcber das Monopolniveau anheben kann, um den Wechsel weniger profitabel zu gestalten. Die Preisunterbietung der festen Marge durch das eintretende Unternehmen ist dann definitiv wettbewerbsfeindlich.<\/p>\n

Mit diesem Artikel k\u00f6nnen die Autoren zeigen, wie wichtig es zum einen ist, f\u00fcr jeden Markt die richtige Einstiegsstrategie zu finden, und zum anderen, unter welchen Bedingungen die Gesellschaft von (vermeintlich) mehr Wettbewerb profitiert \u2013 oder auch nicht.<\/p>\n","protected":false},"excerpt":{"rendered":"

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