Strategische Kundenanalyse in mittelgrossen Familienunternehmen

Henny Lena Holzhauser analyses the reasons why medium-sized family businesses do not use strategic management concepts, which occasions can lead to their application and which special features must be taken into account when developing concepts. The focus is on the core of success: the customers. In the context of past successes and living through business crises, the author develops a model of Strategic Customer Analysis from the perspective of path dependencies and path breaks, which is integrated into the way medium-sized family businesses make decisions. The model is intended to serve as a guide for all those companies that have to deal with significant economic dependencies on customers and severely limited management resources. The automotive supply industry is representative of similarly structured industries and provides a suitable example.