Partnermanagement-Entwicklung eines Prozesses zur Integration von Forschungs- und Entwicklungspartnerschaften

Partnermanagement

Entwicklung eines Prozesses zur Integration von Forschungs- und Entwicklungspartnerschaften

Masterarbeit von

Robert Freisinger

eingereicht am

Lehrstuhl Wirtschafts- und Betriebswissenschaften der

Montanuniversität Leoben

/HREHQDP

Eidesstattliche Erklärung

,FKHUNOlUHDQ(LGHVVWDWWGDVVLFKGLHYRUOLHJHQGH0DVWHUDUEHLWVHOEVWlQGLJXQGRKQHIUHP GH+LOIHYHUIDVVWDQGHUHDOVGLHDQJHJHEHQHQ4XHOOHQXQG+LOIVPLWWHOQLFKWEHQXW]WXQGGLH GHQEHQXW]WHQ4XHOOHQZ|UWOLFKXQGLQKDOWOLFKHQWQRPPHQHQ6WHOOHQDOVVROFKHHUNHQQWOLFK JHPDFKWKDEH

/HREHQLP2NWREHU 5REHUW)UHLVLQJHU

Danksagung

$QGLHVHU6WHOOHP|FKWHLFKXQVHUHP9L]HUHNWRUXQG9RUVWDQGGHV'HSDUWPHQWV:LUWVFKDIW XQG %HWULHEVZLVVHQVFKDIWHQ +HUUQ R8QLY3URI 'UPRQW +XEHUW %LHGHUPDQQ IU GLH 0|JOLFKNHLW GHU 'XUFKIKUXQJ GLHVHU 0DVWHUDUEHLW DQ VHLQHP ,QVWLWXW PHLQHQ KHU]OLFKHQ 'DQNDXVVSUHFKHQ

%HVRQGHUHU'DQNJLOWPHLQHP%HWUHXHUDP,QVWLWXW:LUWVFKDIWVXQG%HWULHEVZLVVHQVFKDI WHQ+HUUQ'DYLG/HUFKEDXP(UKDWPLFKHQWODQJGHUJDQ]HQ$UEHLWXQWHUVWW]WXQGZHUW YROOHQ,QSXWJHOLHIHUW%HVRQGHUVKHUYRU]XKHEHQVLQGVHLQHPRWLYLHUHQGHQ*HVSUlFKHXQG .RUUHVSRQGHQ]HQ

:HLWHUVELQLFKPHLQHP)LUPHQEHWUHXHUXQG+HDGRI6XSSO\&KDLQ0DQDJHPHQWGHU5R FKH'LDJQRVWLFV*UD]+HUUQ*HUDOG6FKUHLQHU]XJUR‰HP'DQNYHUSIOLFKWHW(UKDWGLHVHV LQWHUHVVDQWH7KHPDYRUJHVFKODJHQXQGDXFKZLFKWLJH%HLWUlJH]XU(UVWHOOXQJGLHVHU$UEHLW JHOHLVWHW (EHQIDOOV KDW HU PLU GLH Q|WLJHQ 5HVVRXUFHQ GHV 8QWHUQHKPHQV ]XU 9HUIJXQJ JHVWHOOWXQGGLH.RRUGLQDWLRQ]XDQGHUHQ6FKQLWWVWHOOHQLQQHUKDOEGHU5RFKHEHUQRPPHQ 'HV:HLWHUHQHUKLHOWLFKGDQN+HUUQ6FKUHLQHUHLQHQ(LQEOLFNLQHLQLQWHUQDWLRQDOIKUHQ GHV8QWHUQHKPHQXQGNRQQWHVRZHUWYROOH3UD[LVHUIDKUXQJHQVDPPHOQ

%HL)UDX$VWULG(EHQHUP|FKWHLFKPLFKDQGLHVHU6WHOOHIUGLH.RRUGLQDWLRQGHU7HUPLQH EHGDQNHQ

:HLWHUHU'DQNJLOWIROJHQGHQ3HUVRQHQGHU5RFKH'LDJQRVWLFV*UD]+HUUQ&KULVWLDQ1HX KROG+HUUQ9LERU0DUJHWD+HUUQ:ROIJDQJ)DOO+HUUQ+RUVW5WKHU)UDX.DVSDU,QJULG +HUUQ :DOWHU 1HGHW]N\ +HUUQ +HOPXW :XUP +HUUQ *HRUJ +DUHU +HUUQ $QGUHDV .R ZDWVFK+HUUQ5LWWHU+HUUQ+LQGLQJHU+HUUQ6WHIDQ3LUNHU+HUUQ-UJHQ:DOODXQG+HUUQ :HUQHU=LHJOHU

Kurzfassung

'LHYHUIDVVWH0DVWHUDUEHLWKDW]XP=LHOGDV3DUWQHUPDQDJHPHQWYRQ5RFKH'LDJQRVWLFV

*UD]HIIHNWLYXQGHIIL]LHQW]XJHVWDOWHQ'DEHLJLOWHV5HLEXQJVYHUOXVWHDQGHQLQWHUQHQXQG H[WHUQHQ 6FKQLWWVWHOOHQ ]X PLQLPLHUHQ XQG HLQH JDQ]KHLWOLFKH 9RUJHKHQVZHLVH PLW NODUHQ 5ROOHQYHUWHLOXQJHQ]XGHILQLHUHQ

'HUWKHRUHWLVFKH7HLOJHKW]X%HJLQQGHU$UEHLWDXIGLH*UXQGODJHQGHV3DUWQHUPDQDJH PHQWVHLQ1HEHQGHQ%HJULIIHQZHUGHQGLH*UQGHXQG)RUPHQGHU3DUWQHUVFKDIWHQHU OlXWHUW'DUDXIDXIEDXHQGZLUGGLH)RUVFKXQJXQG(QWZLFNOXQJ) (PLWGHP]XJHK|UL JHQ3URGXNWHQWZLFNOXQJVSUR]HVVEHKDQGHOW+LHUZLUGDXIGLH%HGHXWXQJGHV3URGXNWHQW ZLFNOXQJVSUR]HVVHV ]X DQGHUHQ *HVFKlIWVSUR]HVVHQ HLQJHJDQJHQ ,P 9 0RGHOO ZLUG GHU /LQNGHU) (]XP3DUWQHUPDQDJHPHQWKHUJHVWHOOW)ROJHQGZHUGHQGLH%HVFKDIIXQJYRQ 7HFKQRORJLHQXQG:LVVHQXQGGLH(UIROJVIDNWRUHQYRQ) (3DUWQHUVFKDIWHQGDUJHVWHOOW 'LHHLQ]HOQHQ3KDVHQGHV) (3DUWQHUVFKDIWVSUR]HVVHVZHUGHQHEHQVRGHWDLOOLHUWEHKDQ GHOW'LHPRGHUQHQ$QVlW]HLQWHUGLV]LSOLQlUHXQGYLUWXHOOH7HDPVLQGHU3URGXNWHQWZLFN OXQJÅ&RQFXUUHQW(QJLQHHULQJ´Å&ROODERUDWLYH'HVLJQ´XQGÅ(DUO\6XSSOLHU,QWHJUDWLRQ´

ZHUGHQQlKHUEHVFKULHEHQ'HQ$EVFKOXVVGHVWKHRUHWLVFKHQ7HLOVELOGHQGLHLQGHU$UEHLW YHUZHQGHWHQ0HWKRGHQXQGGDV3DUWQHUVFKDIWVPRGHOO

'HUHUVWH7HLOGHUHPSLULVFKHQ$UEHLWDQDO\VLHUWGLH,VW6LWXDWLRQGHV3DUWQHUPDQDJHPHQWV GHU 5RFKH *UD] +LHU]X ZXUGHQ SULPlUH XQG VHNXQGlUH 0HWKRGHQ YHUZHQGHW 'LH JH VDPPHOWHQ(UNHQQWQLVVHGHU$QDO\VHPQGHWHQLQHLQHU6:27$QDO\VH$XI%DVLVGLHVHU ZXUGHLP6ROO.RQ]HSWHLQH.DWHJRULVLHUXQJGHU) (3DUWQHUVFKDIWHQPLWGHWDLOOLHUWHU

$EWHLOXQJVVLFKWVRZLHDEWHLOXQJVEHUJUHLIHQGH) (3DUWQHUVFKDIWVSUR]HVVHGHILQLHUW

Abstract

7KHJRDORIWKHPDVWHUWKHVLVFDUULHGRXWLVWRGHVLJQDQHIIHFWLYHDQGHIILFLHQWSDUWQHUPD QDJHPHQWDW5RFKH'LDJQRVWLFV*UD]$QLQWHUJUDWHGDSSURDFKZLWKFOHDUUHVSRQVLELOLWLHV RIWKHGLIIHUHQWUROHVVKRXOGPLQLPL]HWKHORVVHVDWWKHILUPVLQWHUQDODQGH[WHUQDOLQWHU IDFHV

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

7KHDQDO\VLVRIWKHFXUUHQWSDUWQHUPDQDJHPHQWVLWXDWLRQDW5RFKH*UD]LVJLYHQLQWKHILUVW VHFWLRQRIWKHHPSLULFDOSDUW)RUWKLVWDVNGLUHFWDQGLQGLUHFWPHWKRGVZHUHXVHG$OVRD 6:27DQDO\VLVZDVFDUULHGRXW(YHQWXDOO\DFDWHJRUL]DWLRQRI5 'SDUWQHUVKLSVDVZHOO DVSDUWQHUSURFHVVHVZHUHGHYHORSHGLQDWREHFRQFHSWRIWKHWKHVLV

Inhaltsverzeichnis

,QKDOWVYHU]HLFKQLVYL

$EELOGXQJVYHU]HLFKQLVYLLL 7DEHOOHQYHU]HLFKQLV[

$ENU]XQJVYHU]HLFKQLV[L (LQOHLWXQJ

$XVJDQJVVLWXDWLRQXQG3UREOHPVWHOOXQJ

=LHOVHW]XQJGHVWKHRUHWLVFKHQ7HLOV 9RUJHKHQVZHLVH 5RFKH'HU3UD[LVSDUWQHU 7KHRUHWLVFKHU7HLO

*UXQGODJHQ3DUWQHUPDQDJHPHQW (LQRUGQXQJLQGDV6\VWHPGHQNHQ 'HU%HJULII3DUWQHUPDQDJHPHQW

*UQGHIU3DUWQHUVFKDIWHQ )RUPHQGHU3DUWQHUVFKDIWHQ ,GHQWLIL]LHUHQYRQ3DUWQHUVFKDIWVDQVlW]HQ 'LH3URGXNWHQWZLFNOXQJ

%HJULIIXQG*OLHGHUXQJGHU)RUVFKXQJXQG(QWZLFNOXQJ 'LH%HGHXWXQJGHU3URGXNWHQWZLFNOXQJ

$EODXIGHU3URGXNWHQWZLFNOXQJ 90RGHOO )RUVFKXQJVXQG(QWZLFNOXQJVSDUWQHUVFKDIWHQ 7HFKQRORJLHEHVFKDIIXQJ (UIROJVIDNWRUHQYRQ) (3DUWQHUVFKDIWHQ 3KDVHQGHU)RUVFKXQJVXQG(QWZLFNOXQJVSDUWQHUVFKDIWHQ ,QLWLDOHQWVFKHLGXQJIUHLQH) (3DUWQHUVFKDIW

$XVZDKOXQG*HZLQQXQJYRQ) (3DUWQHUQ .RQILJXUDWLRQGHU) (3DUWQHUVFKDIW 'XUFKIKUXQJGHU) (3DUWQHUVFKDIW

%HHQGLJXQJGHU) (3DUWQHUVFKDIW 0RGHUQH$QVlW]HGHU) (3DUWQHUVFKDIWHQ ,QWHUGLV]LSOLQlUH7HDPVLQGHU3URGXNWHQWZLFNOXQJ

9LUWXHOOH7HDPVLQGHU3URGXNWHQWZLFNOXQJ

&RQFXUUHQW(QJLQHHULQJ

&ROODERUDWLYH'HVLJQ (DUO\6XSSOLHU,QWHJUDWLRQ(6, 0HWKRGHQXQG0RGHOOH ,VW$QDO\VH 6:27$QDO\VH 8PZHOWDQDO\VH 8QWHUQHKPHQVDQDO\VH 3UR]HVVPDQDJHPHQW 'DV3DUWQHUVFKDIWVPRGHOO (PSLULVFKHU7HLO

$XVJDQJVVLWXDWLRQXQG=LHOHGHU5RFKH'LDJQRVWLFV*UD]

9RUJHKHQVZHLVHGHVHPSLULVFKHQ7HLOV

$QDO\VHGHU,VW6LWXDWLRQ 6:27$QDO\VH /|VXQJVVXFKH 6ROO.RQ]HSW

%HZXVVWVHLQIU) (3DUWQHUVFKDIWHQEHL0$VFKDIIHQ .0HWKRGLN .DWHJRULVLHUXQJGHU3DUWQHUVFKDIWHQ 3UR]HVVHGHV3DUWQHUPDQDJHPHQWV 3URGXNWHQWZLFNOXQJ 7HFKQRORJLHHQWZLFNOXQJHQ ,QWHJUDWLRQGHU3DUWQHU (UJHEQLVVHGHU3URMHNWGXUFKIKUXQJ =XVDPPHQIDVVXQJXQG$XVEOLFN /LWHUDWXUYHU]HLFKQLV

Abbildungsverzeichnis

$EE3URGXNWHGHU5RFKH'LDJQRVWRFV*UD]

$EE'DUVWHOOXQJHLQHV6\VWHPV

$EE0DQDJHPHQWNUHLV

$EE0DQDJHPHQWHEHQHQ

$EE0DQDJHPHQWXQG3DUWQHU

$EE.RRSHUDWLRQVPRWLYH

$EE3DUWQHUQHW]ZHUNH

$EE5LFKWXQJHQYRQ.RRSHUDWLRQHQ

$EE0RUSKRORJLVFKHU.DVWHQYRQ3DUWQHUVFKDIWHQ

$EE.0HWKRGH

$EE$QDO\VHGHU.HUQDNWLYLWlWHQ

$EE.RRSHUDWLRQVEHQFKPDUN

$EE3DUWQHUVFKDIWVQXW]HQDQDO\VH

$EE*OLHGHUXQJGHU)RUVFKXQJXQG(QWZLFNOXQJ

$EE=XVDPPHQKDQJ]ZLVFKHQ.RVWHQYHUDQWZRUWXQJXQG.RVWHQYHUXUVDFKXQJ

$EE=XVDPPHQKDQJ]ZLVFKHQ)HKOHUNRVWHQXQG8QWHUQHKPHQVEHUHLFKHQ

$EE3KDVHQDEODXIGHU3URGXNWHQWZLFNOXQJ

$EE0DNUR]\NOXVGHV90RGHOOV

$EE3DUWQHULP90RGHOO

$EE'HVLJQ7UDQVIHU3UR]HVV

$EE6\VWHPDWLVFKH(LQWHLOXQJGHU:LVVHQVTXHOOHQ

$EE3KDVHQGHU) (3DUWQHUVFKDIW

$EE,QWHJUDWLRQH[WHUQHU5HVVRXUFHQ

$EE=HLWOLFKH(QWZLFNOXQJYRQ3URGXNWHQWZLFNOXQJVWHDPV

$EE(IIHNWLYLWlWYLUWXHOOHU3URGXNWHQWZLFNOXQJVWHDPV

$EE=HLWOLFKHU8QWHUVFKLHGLP3URGXNWHQZLFNOXQJVSUR]HVV

$EE0|JOLFKH,QWHJUDWLRQVSXQNWHGHU/LHIHUDQWHQLP(6,

$EE%HJUQGXQJIU/LHIHUDQWHQLQWHJUDWLRQLQGHU3URGXNWHQWZLFNOXQJ

$EE0HWKRGHQ]XU(UIDVVXQJGHV,VW=XVWDQGHV

$EE,QWHUYLHZVWLOH

$EE'DUVWHOOXQJ6:27$QDO\VH

$EE6:27$QDO\VH&KDQFHQXQG5LVLNHQ

$EE6:27$QDO\VH6WlUNHQXQG6FKZlFKHQ

$EE3UR]HVVGDUVWHOOXQJ

$EE3UR]HVVPDQDJHPHQW]\NOXV

$EE3UR]HVVPRGHOOGHU,62II

$EE3DUWQHUVFKDIWVPRGHOO

$EE:DKOGHU.RRSHUDWLRQVIRUP

$EE$XIEDXRUJDQLVDWLRQ6&0

$EE9RUJHKHQVZHLVH

$EE,VW6LWXDWLRQ3DUWQHUPDQDJHPHQW

$EE6:27$QDO\VH

$EEHU5HJHO

$EE=XVDPPHQKDQJ]ZLVFKHQ.RVWHQYHUDQWZRUWXQJXQG.RVWHQYHUXUVDFKXQJ

$EE$QDO\VHGHU.HUQDNWLYLWlWHQ

$EE.RRSHUDWLRQVEHQFKPDUN

$EE$UWGHU(QWZLFNOXQJVOHLVWXQJ

$EE)RUPHQGHU)RUVFKXQJVXQG(QWZLFNOXQJVSDUWQHUVFKDIWHQ

$EE3UR]HVV3URGXNWHQWZLFNOXQJ

$EE3UR]HVV7HFKQRORJLHHQWZLFNOXQJ

$EE3UR]HVVPRGHOO3DUWQHULQWHJUDWLRQ

$EE'UHLHFNVYHUKlOWQLVLP3DUWQHUQHW]ZHUN

$EE*HJHQEHUVWHOOXQJ6ROO,VWHLQHUUHLQHQ3URGXNWHQWZLFNOXQJ

Tabellenverzeichnis

7DE%HXUWHLOXQJGHU$OWHUQDWLYHQ)RUPHQGHU:LVVHQVEHVFKDIIXQJ

7DE(UIROJVIDNWRUHQYRQ) (3DUWQHUVFKDIWHQ

7DE.HQQ]DKOHQ3DUWQHUEHZHUWXQJ

7DE5HFKWOLFKH)RUPHQYRQ) (3DUWQHUVFKDIWHQ

7DE0D‰QDKPHQGHU)lKLJNHLWHQGHU3DUWQHUVFKDIW

7DE5ROOHQXQG9HUDQWZRUWOLFKNHLWHQLQGHU3URGXNWHQWZLFNOXQJ 7DE*HJHQEHUVWHOOXQJNRQYHQWLRQHOOHXQG&(3URGXNWHQZLFNOXQJ

7DE4XHOOHQP|JOLFKHU.RQIOLNWHLPFRGHVLJQ

7DE/LHIHUDQWHQLQWHJUDWLRQDQYHUVFKLHGHQHQ=HLWSXQNWHQ 7DE/LHIHUDQWHQLQWHJUDWLRQ]XYHUVFKLHGHQHQ=HLWSXQNWHQ

Abkürzungsverzeichnis

%35 %XVLQHVV3URFHVV5HHQJLQHHULQJ

&( &RQFXUUHQWHQJLQHHULQJ

&RGHVLJQ FROODERUDWLYHGHVLJQ ('/ (QWZLFNOXQJVGLHQVWOHLVWHU (6, (DUO\VXSSOLHULQWHJUDWLRQ ) ( )RUVFKXQJXQG(QWZLFNOXQJ II IROJHQGH6HLWHQ

HWDO HWDOWHULRGHUHWDOLL XQGDQGHUH .93 NRQWLQXLHUOLFKHU9HUEHVVHUXQJVSUR]HVV 0$ 0LWDUEHLWHU

2(0 2ULJLQDO(TXLSPHQW0DQXIDFWXUHU 236 2SHUDWLRQV

40 4XDOLW\0DQDJHPHQW 3(3 3URGXNWHQWZLFNOXQJVSUR]HVV 3/ 3URMHNWOHLWXQJ

350 3DUWQHU5HODWLRQVKLS0DQDJHPHQW 3'3 SURGXFWGHYHORSPHQWSURFHVV 5' 5RFKH'LDJQRVWLFV

5 ' 5HVHDUFKDQG'HYHORSPHQW 6&0 6XSSO\&KDLQ0DQDJHPHQW 6( 6WUDWHJLVFKHU(LQNDXI YJO 9HUJOHLFKH

]LWQDFK ]LWLHUWQDFK

1 Einleitung

'LHYHUIDVVWH0DVWHUDUEHLWJOLHGHUWVLFKLQ]ZHL7HLOH'HUHUVWH7HLOELOGHWGLHWKHRUHWLVFKH

*UXQGODJHIUGDVLP]ZHLWHQ7HLODQJHZHQGHWHQ:LVVHQV'HU]ZHLWH7HLOGHU$UEHLWEH VFKlIWLJW VLFK PLW HLQHP 3UD[LVSURMHNW GHV 3DUWQHUPDQDJHPHQWV GHU 5RFKH 'LDJQRVWLFV

*UD],QGHU(LQOHLWXQJZLUG]X%HJLQQDXIGLH$XVJDQJVVLWXDWLRQGHV3DUWQHUPDQDJHPHQWV XQGGHUGDPLWYHUEXQGHQHQ3UREOHPVWHOOXQJHLQJHJDQJHQ'HV:HLWHUHQZHUGHQGLH=LHOH VRZLH GLH GHWDLOOLHUWH 9RUJHKHQVZHLVH GLHVHU 0DVWHUDUEHLW GDUJHVWHOOW $P (QGH GHV $E VFKQLWWVEHILQGHWVLFKHLQHNXU]H'DUVWHOOXQJGHV3UD[LVSDUWQHUV(EHQVRZLUGDXIGLHKLHU JHQDQQWHQ$VSHNWHEH]JOLFKGHVWKHRUHWLVFKHQ7HLOVHLQJHJDQJHQ,P$EVFKQLWWZHUGHQ GLH $XVJDQJVVLWXDWLRQ GLH =LHOVHW]XQJ VRZLH GLH 9RUJHKHQVZHLVH GHV HPSLULVFKHQ 7HLOV GDUJHVWHOOW

1.1 Ausgangssituation und Problemstellung

'DV 3DUWQHUPDQDJHPHQW YRQ )RUVFKXQJV XQG (QWZLFNOXQJVSDUWQHUVFKDIWHQ ZHOFKHV LQ GLHVHU 0DVWHUDUEHLW EHKDQGHOW ZLUG EHILQGHW VLFK LQ GHU RUJDQLVDWRULVFKHQ (LQWHLOXQJ GHU 8QWHUQHKPHQ]ZLVFKHQGHQEHLGHQ([WUHPD0DUNWXQG+LHUDUFKLH'LHVH=ZLVFKHQIRUP GHU 2UJDQLVDWLRQ KDW IU8QWHUQHKPHQ LQ=XNXQIW HLQH ]XQHKPHQGH VWUDWHJLVFKH %HGHX WXQJ$XIJUXQGGHUYHUlQGHUWHQZLUWVFKDIWOLFKHQ5DKPHQEHGLQJXQJHQGLHGXUFK*OREDOL VLHUXQJ9HUNU]XQJGHU3URGXNWOHEHQV]\NOHQVWHLJHQGHQ.RVWHQGUXFNXQGNU]HUH,QQR YDWLRQV]\NOHQ LQ )RUVFKXQJ XQG (QWZLFNOXQJ HQWVWHKHQ VLQG GLH 8QWHUQHKPHQ HLQHP HQRUPHQ.RQNXUUHQ]GUXFNDXVJHVHW]W1HEHQGLHVHQ)DNWRUHQVSLHOWDXFKGLH9HUlQGHUXQJ GHV0DUNWHVYRQHLQHP9HUNlXIHUPDUNWKLQ]XHLQHP.lXIHUPDUNWHLQHZHVHQWOLFKH5ROOH PLWGHQHQVLFK8QWHUQHKPHQDXVHLQDQGHUVHW]HQPVVHQXPODQJIULVWLJHUIROJUHLFK]XVHLQ 'LH.XQGHQVLQGDQVSUXFKVYROOHUJHZRUGHQXQGIRUGHUQGDEHLLPPHUK|KHUH4XDOLWlW]X QLHGULJHUHQ3UHLVHQ

'LHZHOWZHLWH9HUQHW]XQJYRQ+DQGHOXQG,QGXVWULHIKUW]XHLQHPYHUVWlUNWHQ.RQNXU UHQ]NDPSI GHU 8QWHUQHKPHQ 'LHVH N|QQHQPVVHQ LKUH /HLVWXQJHQ ZHOWZHLW YHUWUHLEHQ XQG HEHQIDOOV /HLVWXQJHQ HQWODQJ GHU :HUWVFK|SIXQJVNHWWH ZHOWZHLW EH]LHKHQ 'LH YRQ LKQHQEH]RJHQHQ/HLVWXQJHQEHWUHIIHQQLFKWPHKUQXU6WDQGDUGNRPSRQHQWHQXQGPRGX OH VRQGHUQ YHUPHKUW LQGLYLGXHOOH /HLVWXQJHQ GLH DXI GDV 8QWHUQHKPHQ VSH]LILVFK ]XJH VFKQLWWHQ VLQG (V ZHUGHQ VRPLW YHUVWlUNW ,QQRYDWLRQHQ YRQ DX‰HQ LQ GDV 8QWHUQHKPHQ LQWHJULHUW 'XUFK GLH *OREDOLVLHUXQJ ZHUGHQ GLHVH KLHU GDUJHVWHOOWHQ ,QQRYDWLRQHQ YRQ 3DUWQHUQEH]RJHQZHOFKHXQDEKlQJLJYRQJHRJUDILVFKHQ5HVWULNWLRQHQGLHEHVWHQ/HLVWXQ JHQIUGDV8QWHUQHKPHQELHWHQ

'HU0DUNWIRUGHUWLQLPPHUNU]HUZHUGHQGHQ$EVWlQGHQQHXH3URGXNWHXQGYHUEHVVHUWH /HLVWXQJHQ,QHLQLJHQ)lOOHQNRPPWHVVRJDUVRZHLWGDVVGLH=HLWGHU) (GHV3URGXNWHV E]ZGHU'LHQVWOHLVWXQJJU|‰HULVWDOVGLH3URGXNWOHEHQV]HLW8PDP0DUNWHUIROJUHLFK]X VHLQVLQGGLH8QWHUQHKPHQJHIRUGHUWGLHVH,QQRYDWLRQVNUDIW]XHUEULQJHQ'LH)lKLJNHLW GLHJHIRUGHUWHQ,QQRYDWLRQHQ]XHUEULQJHQVWHOOWVLFKDOVHQWVFKHLGHQGHU:HWWEHZHUEVIDN WRUKHUDXV'LHVLQNHQGHQ3URGXNWOHEHQV]\NOHQNRUUHOLHUHQPLWGHQVWHLJHQGHQ$XIZDQGDQ ) (/HLVWXQJHQ

8PGLHHQRUPHQ.RVWHQGHU) (]XEHKHUUVFKHQNRQ]HQWULHUHQVLFK8QWHUQHKPHQZHL WHUDXILKUH.HUQNRPSHWHQ]HQ'LHVHU$QVDW]VWHKWSDUDOOHO]XU5HGXNWLRQGHU)RUVFKXQJV XQG (QWZLFNOXQJVWLHIH :LH EHUHLWV YRUKLQ HUZlKQW ZHUGHQ )RUVFKXQJV XQG (QWZLFN OXQJVOHLVWXQJYHUPHKUWYRQDX‰HQLQGDV8QWHUQHKPHQJHEUDFKW'DGXUFKVROOHVJHOLQJHQ

EHVVHUH) (/HLVWXQJHQ]XJQVWLJHUHQ.RVWHQ]XHUKDOWHQDOVEHLUHLQHULQKRXVH) ( 'LH) (ZLUGVRPLW]XPVWUDWHJLVFKHQ(UIROJVIDNWRU

'LH8QWHUQHKPHQPVVHQGLHVHQHXHQZLUWVFKDIWOLFKHQ5DKPHQEHGLQJXQJHQGXUFKJHHLJ QHWH0D‰QDKPHQDNWLYEHKHUUVFKHQ1XUZHQQLKQHQGDVJHOLQJWZHUGHQVLHDPLQWHUQDWL RQDOHQ 0DUNW HUIROJUHLFKVHLQ $XIJUXQG GHU KLHU GDUJHVWHOOWHQ /DJH JHKHQ8QWHUQHKPHQ YHUPHKUW GHQ 9HUEXQG LQ )RUVFKXQJV XQG (QWZLFNOXQJVQHW]ZHUNHQ HLQ 'LH SDUWQHU VFKDIWOLFKH =XVDPPHQDUEHLW GHU XQWHUVFKLHGOLFKHQ (QWLWlWHQ JLEW HLQHQ HUIROJVVWR‰HQGHQ

$QVDW]XPDXIGLHQHXHQ)DNWRUHQGHU:HOWZLUWVFKDIWUHDJLHUHQ]XN|QQHQ

)U 8QWHUQHKPHQ JLEW HV VSH]LHOO LQ GHP %HUHLFK GHU ) ( 3DUWQHUVFKDIWHQ QRFK KRKH XQJHQXW]WH3RWHQWLDOH,P%HUHLFKGHU)HUWLJXQJXQG0RQWDJHLVWLQGHQOHW]WHQ-DKUHQHLQH GHXWOLFKH5HGXNWLRQGHU)HUWLJXQJVWLHIHEHREDFKWHWZRUGHQGHU%HUHLFKGHU) (3DUWQHU VFKDIWHQOLHJWQRFKGHXWOLFKGDKLQWHU$EHUMHGRFKN|QQHQJHQDXLQGLHVHQ%HUHLFKHQRUPH 3RWHQWLDOHPLWWHOV3DUWQHUVFKDIWHQJHQXW]WZHUGHQ

1.2 Zielsetzung des theoretischen Teils

'LH=LHOVHW]XQJGHVWKHRUHWLVFKHQ7HLOVLVWHVHLQHUVHLWVGLH:LVVHQVEDVLVIUGLH'XUFKIK UXQJGHV3UD[LVSURMHNWVGDU]XOHJHQXQGDQGHUHUVHLWVGDVDNWXHOOH7KHPDGHU) (3DUW QHUVFKDIWHQ QlKHU ]X EHKDQGHOQ 'DEHL VROO DXI GHQ 3UR]HVV GHV ) ( 3DUWQHUPDQDJH PHQWVHUIROJVNULWLVFKH$QVlW]HGHV3DUWQHUPDQDJHPHQWVXQGDXI.RQ]HSWHGHV3DUWQHU PDQDJHPHQWVHLQJHJDQJHQZHUGHQGLHHLQHQHUIROJUHLFKHQ8PJDQJGHV) (3DUWQHUPD QDJHPHQWVHUP|JOLFKHQXQGXQWHUVWW]HQ'HUWKHRUHWLVFKH7HLOGHU$UEHLWVROO]XGHP8Q WHUQHKPHQUHOHYDQWHV:LVVHQ]XUHUIROJUHLFKHQ'XUFKIKUXQJXQG8PVHW]XQJGHV) ( 3DUWQHUPDQDJHPHQWVEHUPLWWHOQ'LHGHWDLOOLHUWHQ=LHOHGHV3UD[LVSURMHNWVVLQGGHP$E VFKQLWW]XHQWQHKPHQ

$XIJUXQGGHVKRKHQ3RWHQWLDOVXQGGHUDNWXHOOHQZLUWVFKDIWOLFKHQ*HJHEHQKHLWHQZLUGLQ GHUQDFKIROJHQGHQ0DVWHUDUEHLWDXIGDV3UREOHPGHWDLOOLHUWHLQJHJDQJHQXQGHQWVSUHFKHQGH 7KHPHQYRQ) (3DUWQHUVFKDIWHQEHKDQGHOW:lKUHQGHVLP%HUHLFKGHU)HUWLJXQJ]DKO UHLFKH/LWHUDWXUJLEWLVWGDV7KHPDGHU) (3DUWQHUVFKDIWHQKLQJHJHQQRFKQLFKWVRDXV IKUOLFKEHKDQGHOWZRUGHQ'DVYRUOLHJHQGH:HUNLVWHLQ%HLWUDJXPGLHVEH]JOLFKZHLWHUH IUGLH:LVVHQVFKDIWUHOHYDQWH%HUHLFKH]XXQWHUVXFKHQ

1.3 Vorgehensweise

'LH9RUJHKHQVZHLVHGHUJHVDPWHQ$UEHLWLVWHLQLWHUDWLYHU=\NOXVDXVOLWHUDWXUZLVVHQVFKDIW OLFKHQ $UEHLWHQ XQG SUD[LVRULHQWLHUWHP 3URMHNWDUEHLWHQ 'LH DXV GHU 3UD[LV YRUOLHJHQGHQ 3UREOHPVWHOOXQJHQZXUGHQPLWWHOV/LWHUDWXUEHKDQGHOW

'LHYRUOLHJHQGH$UEHLWZLUGLQHLQHQWKHRUHWLVFKHQXQGHLQHQHPSLULVFKHQ7HLOXQWHUWHLOW

$P%HJLQQGHVWKHRUHWLVFKHQ7HLOVZLUGDXIGLH*UXQGODJHQGHV3DUWQHUPDQDJHPHQWVQl KHUHLQJHJDQJHQ+LHUZLUGGHU%HJULIIGHV3DUWQHUPDQDJHPHQWVGHILQLHUW(EHQVRZHUGHQ UHOHYDQWH *UQGH XQG )RUPHQ GHU 3DUWQHUVFKDIWHQ GDUJHVWHOOW XQG 3DUWQHUVFKDIWVDQVlW]H LGHQWLIL]LHUW

'HU]ZHLWH7HLOGHUWKHRUHWLVFKHQ$UEHLWEHIDVVWVLFKPLWGHP3URGXNWHQWZLFNOXQJVSUR]HVV +LHUZLUGQlKHUDXIGHQUHOHYDQWHQ%HUHLFKGHU) (HLQJHJDQJHQ$X‰HUGHPZLUGGLHKR KH%HGHXWXQJGHV3URGXNWHQWZLFNOXQJVSUR]HVVHVDXIDQGHUH8QWHUQHKPHQVSUR]HVVHGDUJH OHJW 'DV 9² 0RGHOO ZHOFKHV HLQ 9RUJHKHQVPRGHOO IU )RUVFKXQJV XQG (QWZLFNOXQJV SURMHNWHGDUVWHOOWZLUGQlKHUHUOlXWHUW'LHVHVVWHOOWGHQZLFKWLJHQ/LQN]ZLVFKHQ3URGXNW HUVWHOOXQJXQG3DUWQHUPDQDJHPHQWGDU

$EVFKQLWW VHW]W VLFK LQWHQVLY PLW ) ( 3DUWQHUVFKDIWHQ DXVHLQDQGHU 'HQ ]HQWUDOHQ 7HLOELOGHWKLHUGHU) (3DUWQHUVFKDIWVSUR]HVV'HV:HLWHUHQZLUGDXIGLH7HFKQRORJLHEH VFKDIIXQJYRQ) (/HLVWXQJHQHLQJHJDQJHQ(VZHUGHQZHLWHUVHUIROJVNULWLVFKH)DNWRUHQ YRQ) (3DUWQHUVFKDIWHQLGHQWLIL]LHUW

'HUYLHUWH$EVFKQLWWGHV7KHRULHWHLOVZLUGPRGHUQHQ$QVlW]HQGHU) (3DUWQHUVFKDIWHQ JHZLGPHW'LHVH$QVlW]HVROOHQDXI]HLJHQZLH) (3DUWQHUVFKDIWHQHIIHNWLYXQGHIIL]LHQW JHPDQDJWZHUGHQN|QQHQ+LHUJHKWHVLQVEHVRQGHUHXP$QVlW]HGLHGDVLQWUDXQGLQWHU RUJDQLVDWRULVFKH=XVDPPHQDUEHLWHQJHVWDOWHQXQGHUOHLFKWHUQ

'HUOHW]WH7HLOGHUWKHRUHWLVFKHQ$UEHLWEHIDVVWVLFKPLWGHQHLQ]HOQHQ0HWKRGHQXQG0R GHOOHQGLHEHLSUDNWLVFKHQ3UREOHPHQGLUHNWDQJHZHQGHWZXUGHQ'HV:HLWHUHQZLUGDXI HLQ0RGHOOGHV3DUWQHUPDQDJHPHQWVHLQJHJDQJHQZHOFKHV8QWHUQHKPHQKLOIWLKU3DUWQHU PDQDJHPHQWHUIROJUHLFK]XJHVWDOWHQ

$EVFKQLWWJLEWGLH9RUJHKHQVZHLVHGHVSUDNWLVFKHQ7HLOVDQ

1.4 Roche - Der Praxispartner

5RFKH'LDJQRVWLFV*UD]*PE+JHK|UW]XPJUR‰HQ.RQ]HUQ)+RIIPDQQ/D5RFKH$*

ZHOFKHVIUHLQIKUHQGHV+HDOWKFDUH8QWHUQHKPHQVWHKW)+RIIPDQQ/D5RFKHLVWLP

%HUHLFK )RUVFKXQJ (QWZLFNOXQJ VRZLH 3URGXNWLRQ YRQ QHXDUWLJHQ *HVXQGKHLWVO|VXQJHQ WlWLJ'LH3URGXNWHXQG'LHQVWOHLVWXQJHQKDEHQHLQHQHQWVFKHLGHQGHQ1XW]HQZHOFKHIU GHQ 3DWLHQWHQ LQ GHU )UKHUNHQQXQJ XQG 3UlYHQWLRQ ELV KLQ ]XU 'LDJQRVH XQG 7KHUDSLH VRZLHGHUHQhEHUZDFKXQJOLHJW3LRQLHUUROOHEHUQLPPWGLH)LUPD5RFKHLQGHUSHUVRQDOL VLHUWHQ0HGL]LQHLQZREHUHLWVHUVWH3URGXNWHDXIGHQ0DUNWJHEUDFKWZXUGHQZHOFKHDXI GLH%HGUIQLVVHEHVWLPPWHU3DWLHQWHQJUXSSHQ]XJHVFKQLWWHQVLQG

'HU.RQ]HUQ)+RIIPDQQ/D5RFKHLVWLQ]ZHL%HUHLFKH3KDUPDXQG'LDJQRVWLFVDXIJH WHLOWXQGYHUPDUNWHWLQQRYDWLYH3URGXNWHXQG'LHQVWOHLVWXQJHQZHOFKH]XU9HUEHVVHUXQJ GHU*HVXQGKHLWXQG/HEHQVTXDOLWlWYRQ0HQVFKHQEHLWUDJHQ

5RFKH3KDUPDLVWGHUEHGHXWHQGVWH$QELHWHUYRQ,QYLWUR'LDJQRVWLFVVRZLHYRQ.UHEV XQG7UDQVSODQWDWLRQVPHGLNDPHQWHQXQGLVWHEHQVRLP%HUHLFKGHU9LURORJLHIKUHQG$XI WKHUDSHXWLVFKHQ*HELHWHQVLQGVLHLP%HUHLFK$XWRLPPXQ(QW]QGXQJVXQG6WRIIZHFK VHONUDQNKHLWHQXQG(UNUDQNXQJHQGHV=HQWUDOQHUYHQV\VWHPVDNWLY

'LH 'LYLVLRQ'LDJQRVWLFV YRQ 5RFKH LVW GDV ZHOWZHLW IKUHQGH 8QWHUQHKPHQ DXI GHP

*HELHWGHU+XPDQGLDJQRVWLNPLWHLQHPEUHLWHQ$QJHERWDQ3URGXNWHQXQG'LHQVWOHLVWXQ JHQDXIDOOHQPHGL]LQLVFKHQ8QWHUVXFKXQJVIHOGHUQ.RVWHQGlPSIXQJXQG(IIL]LHQ]VWHLJH UXQJ LQQHUKDOE GHV *HVXQGKHLWVPDQDJHPHQWV JHZLQQW ZHOWZHLW DQ %HGHXWXQJ ZR GHU 'LDJQRVWLFV%HUHLFKHLQHQZHVHQWOLFKHQ%HLWUDJOHLVWHQZLOO'LHLQQRYDWLYHQGLDJQRVWLVFKHQ 7HVWV XQG 6\VWHPH VSLHOHQ HLQH ]HQWUDOH 5ROOH LQ GHU JHVDPWKHLWOLFKHQ %HKDQGOXQJ HLQHU .UDQNKHLW 6LH UHLFKHQ YRQ GHU )UKHUNHQQXQJ EHU GDV ]LHOJHULFKWHWH 6FUHHQLQJ ELV ]XU 'LDJQRVHXQGhEHUZDFKXQJHLQHU.UDQNKHLW'LH'LYLVLRQ'LDJQRVWLFVLVWLQ*HVFKlIWV EHUHLFKHXQWHUWHLOW

• $SSOLHG6FLHQFH

• 'LDEHWHV&DUH

• 0ROHFXODU'LDJQRVWLFV

• 3URIHVVLRQDO'LDJQRVWLFV

• 5RFKH9HQWDQD

5RFKH'LDJQRVWLFV*UD]*PE+LVWLP*HVFKlIWVEHUHLFKGHU3URIHVVLRQDO'LDJQRVWLFVHLQJH EHWWHW +DXSWVLW] YRQ 3URIHVVLRQDO 'LDJQRVWLFV EHILQGHW VLFK LQ 5RWNUHX] LQ GHU 6FKZHL]

ZHOFKHU GLH HKHPDOLJHQ *HVFKlIWVEHUHLFKH &HQWUDOL]HG 'LDJQRVWLFV 1HDU 3DWLHQW 7HVWLQJ XQG5RFKH3URIHVVLRQDO6HUYLFHVYHUHLQLJW

'HU6WDQGRUW*UD]LVWGDV)RUVFKXQJV(QWZLFNOXQJVXQG3URGXNWLRQV]HQWUXPIU%OXW JDVXQG(OHNWURO\WDQDO\VH6\VWHPHIU5RFKH'LDJQRVWLFVZHOWZHLW'LHVH3URGXNWHZHU GHQLP%HUHLFKGHVGH]HQWUDOHQXQG]HQWUDOHQ7HVWHQVLP.UDQNHQKDXVHLQJHVHW]W'DPLW PHGL]LQLVFKHV 3HUVRQDO VFKQHOOH NULWLVFKH (QWVFKHLGXQJHQ PLW KRKHU 7KHUDSLHUHOHYDQ]

WUHIIHQNDQQVLQGNXQGHQRULHQWLHUWH/|VXQJHQLQKRKHU4XDOLWlWQRWZHQGLJ'LHVH%OXWJDV XQG (OHNWURO\WDQDO\VH6\VWHPH EHVWHKHQ DXV *HUlWHQ IU GHQ %HUHLFK +RVSLWDO 3RLQW RI

&DUHZHOFKHGXUFK6HQVRUHQIUGLH 0HVVXQJYRQ9LWDOSDUDPHWHUDXV9ROOEOXWXQG5HD JHQ]LHQIUGHQ%HWULHEXQGGLH4XDOLWlWVNRQWUROOHGHU6\VWHPHEHWULHEHQZHUGHQ6\VWHPH GLH bU]WHQ KDQGOXQJVUHOHYDQWH *HVXQGKHLWVLQIRUPDWLRQHQ EHU GHQ MHZHLOLJHQ 3DWLHQWHQ OLHIHUQXQGQLFKWQXULP=HQWUDOODERUVRQGHUQLQXQPLWWHOEDUHU1lKHGHV3DWLHQWHQHLQJH VHW]W ZHUGHQ ² EHLVSLHOVZHLVH LP 2SHUDWLRQVVDDO LQ GHU 1RWIDOODXIQDKPH XQGRGHU GHU ,QWHQVLYVWDWLRQ

'DV3URGXNWVRUWLPHQWXPIDVVW*HUlWH6HQVRUHQXQG5HDJHQ]LHQ 'LH$EELOGXQJHQ]HLJHQHLQHQ4XHUVFKQLWWGLHVHU3URGXNWH

Abb. 1: Produkte der Roche Diagnostocs Graz

1 Die hier angeführte Darstellung der Roche wurde aus einer Firmendokumentation von Andreas Kowatsch und Gerald Schreiner übernommen.

2. Theoretischer Teil

2.1 Grundlagen Partnermanagement

(VZLUGGHU%HJULIIGHV3DUWQHUPDQDJHPHQWVHUOlXWHUW'D]XZLUGLQGLHVHP$EVFKQLWWDXI GLH%HWUDFKWXQJGHV3UREOHPVDXV6LFKWGHV6\VWHP(QJLQHHULQJXQGDXIGLH*UXQGODJHQ GHV 3DUWQHUPDQDJHPHQWV QlKHU HLQJHJDQJHQ $QVFKOLH‰HQG ZLUG DXI *UQGH XQG 0RWLYH HLQJHJDQJHQZHOFKH]XU%LOGXQJXQG=XVDPPHQDUEHLWYRQ8QWHUQHKPXQJHQIKUHQ'LH XQWHUVFKLHGOLFKHQ )RUPHQ GHV SDUWQHUVFKDIWOLFKHQ =XVDPPHQDUEHLWHQV XQG LKUH ]DKOUHL FKHQ $XVSUlJXQJHQ ZHUGHQ LQ $EVFKQLWW EHVFKULHEHQ 'HU OHW]WH 7HLO GLHVHV $E VFKQLWWVZLGPHWVLFKGHU,GHQWLILNDWLRQYRQ3DUWQHUVFKDIWVSRWHQWLDOHQLQQHUKDOEGHV8QWHU QHKPHQV

2.1.1 Einordnung in das Systemdenken

'LH'HQNZHLVHGHU6\VWHPWKHRULHGDVVRJHQDQQWH6\VWHPGHQNHQHUOHLFKWHUWXQGHUP|J OLFKWNRPSOH[H6DFKYHUKDOWHXQG(UVFKHLQXQJHQEHVVHU]XYHUVWHKHQXQGGDGXUFKGDV6\V WHP GXUFK GLH JHZRQQHQ (UNHQQWQLVVH EHVVHU JHVWDOWHQ XQG OHQNHQ ]X N|QQHQ 'HU 6\V WHPJHGDQNH KLOIW VR EHL GHU $QDO\VH YRQ 3UREOHPVWHOOXQJHQ 'DV 'HQNHQ LQ 6\VWHPHQ VWW]W VLFK GDEHL DXI LP 9RUIHOG GHILQLHUWH %HJULIIH ]XU %HVFKUHLEXQJ GHU 9RUJlQJH XQG

=XVDPPHQKlQJH 'LH HLQKHLWOLFK GHILQLHUWHQ %HJULIIH HUP|JOLFKHQ GLH $QZHQGXQJ GHU 6\VWHPWKHRULHLQGHQXQWHUVFKLHGOLFKHQ:LVVHQVFKDIWHQ6RILQGHQVLFK6\VWHPHLQGHU0D WKHPDWLN 3K\VLN 1DWXUZLVVHQVFKDIW 6R]LRORJLH %HWULHEVZLUWVFKDIWOHKUH XQG YLHOHQ DQGH UHQ'LV]LSOLQHQZLHGHU'LH0RGHOOLHUXQJGHU6\VWHPHIKUW]XU9HUDQVFKDXOLFKXQJGLHVHU XQGWUlJWEHLGDV9HUVW^lQGQLVNRPSOH[HU6DFKYHUKDOWHOHLFKWHU]XHUNHQQHQ'HV:HLWHUHQ XQWHUVWW]WGDV6\VWHPGHQNHQGDVJDQ]KHLWOLFKH'HQNHQ

1DFKIROJHQGH$EELOGXQJQDFK+DEHUIHOOQHU]HLJWGHQWKHRUHWLVFKHQ$XIEDXHLQHV6\VWHPV 'LHVH$EELOGXQJELOGHWGLH*UXQGODJHIUGLH'LVNXVVLRQGHU%HJULIIHXQG0HUNPDOHYRQ 6\VWHPHQ

2 Vgl. Daenzer et al (1983), S. 11 ff.

Abb. 2: Darstellung eines Systems³

,Q GHU /LWHUDWXU ILQGHQ VLFK ]DKOUHLFKH 'HILQLWLRQHQ GHV %HJULIIV Å6\VWHP´ ZLHGHU (LQH JXWH XQG OHLFKW YHUVWlQGOLFKH 'HILQLWLRQ LVW Å$ V\VWHP LV D VHW RI HQWLWLHV ZLWK UHDODWLRQV EHWZHHQWKHP´

6\VWHPHVHW]HQVLFKDXV(OHPHQWHQ]XVDPPHQZHOFKHLKUHUVHLWVZLHGHULQ6\VWHPHXQWHU WHLOWZHUGHQN|QQHQ:LHDXVGHPRELJHQ=LWDWKHUYRUJHKWVLQGGLHVH(OHPHQWHGXUFK%H ]LHKXQJHQPLWHLQDQGHUYHUEXQGHQ'LHVH%H]LHKXQJHQN|QQHQXQWHUVFKLHGOLFKHU,QWHQVLWlW XQG $UW VHLQ (V JLEW ]XP %HLVSLHO ,QIRUPDWLRQVIOXVVEH]LHKXQJHQ 0DWHULDOIOXVVEH]LHKXQ JHQ:LUNXQJV]XVDPPHQKlQJHXVZZLHGHU

'LH6\VWHPJUHQ]HJUHQ]WGDV6\VWHPYRQVHLQHP8PIHOGDE'LHVH6\VWHPJUHQ]HLVWQLFKW XQPLWWHOEDUHLQHSK\VLVFKH7UHQQXQJGHV6\VWHPVVRQGHUQNDQQLP6\VWHPV(QJLQHHULQJ JHGDQNOLFKYRUJHQRPPHQZHUGHQ-HQDFK$UWGHU3UREOHPVWHOOXQJE]ZGHVJHZQVFKWHQ

%OLFNSXQNWVN|QQHQGLH*UHQ]HQXQWHUVFKLHGOLFKYHUODXIHQ

'LHLP6\VWHPV(QJLQHHULQJEHWUDFKWHWHQ6\VWHPHVLQG]XPHLVWRIIHQH6\VWHPH'LH(OH PHQWHGHV6\VWHPVJHKHQ%H]LHKXQJHQ]X(OHPHQWHQLQQHUKDOEVRZLHDX‰HUKDOEGHV6\V WHPVHLQ'DV8PIHOGRGHUGLH8PJHEXQJGHV6\VWHPVVLQGMHQH(OHPHQWHRGHU6\VWHPH GLHDX‰HUKDOEGHVEHWUDFKWHWHQ6\VWHPVOLHJHQDEHUGHQQRFKDXIGDV6\VWHP(LQIOXVVQHK PHQE]ZGXUFKGDV6\VWHPEHHLQIOXVVWZHUGHQ'LH6WUXNWXUGHV6\VWHPVJLEWGDV$QRUG QXQJVPXVWHUE]ZGDV2UGQXQJVSULQ]LSGHV6\VWHPVZLHGHU'LH(OHPHQWHXQGGHUHQ%H ]LHKXQJHQJHEHQGLH2UGQXQJGHV6\VWHPVDQ

'DV'HQNHQLQ6\VWHPHQELOGHWGLH)lKLJNHLWGDVJDQ]H6\VWHP]XYHUVWHKHQ(LQ3URE OHPNDQQQLFKWJHO|VWZHUGHQZHQQQXUGLHHLQ]HOQHQ(OHPHQWHEHWUDFKWHWZHUGHQXQGIU GLHVHVHSDUDWH/|VXQJHQJHIXQGHQZHUGHQ,QJHQLHXUHGLHLQ6\VWHPHQGHQNHQZLVVHQZLH

3 Quelle: Haberfellner et al (2002), S. 5.

4 Backlund (2002), S. 444.

5 Vgl. Haberfellner et al (2002), S. 4 ff.

GLH8QWHUV\VWHPHLQGDV6\VWHPLQWHJULHUWVLQGXQGYHUVWHKHQVRGDV9HUKDOWHQGHVJDQ]HQ 6\VWHPV

(LQ ZHLWHUHU *HGDQNH GHV 6\VWHPV (QJLQHHULQJV LVW 3UREOHPH DXVYHUVFKLHGHQHQ *H VLFKWVSXQNWHQ ]X YHUVWHKHQ 6R NDQQ HLQ 3UREOHP DXV XQWHUVFKLHGOLFK UHOHYDQWHQ %OLFN ZLQNHOQGDUJHVWHOOWZHUGHQ'LHVHU$QVDW]XQWHUVWW]WGDV9HUVW^lQGQLVGHV%HWUDFKWXQJVRE MHNWVE]ZGHV3UREOHPV]XHUK|KHQ,P3DUWQHUPDQDJHPHQWYRQ(QWZLFNOXQJVSDUWQHUQLVW HVKLOIUHLFKQLFKWQXUGDV3UREOHPDXV6LFKWGHU)RUVFKXQJXQG(QWZLFNOXQJGDU]XVWHOOHQ GHQQ HLQH %HWHLOLJXQJ DQGHUHU $EWHLOXQJHQ XQG 3UR]HVVH NDQQ ]XU (UK|KXQJ GHV 9HU VWlQGQLVVHVEHLWUDJHQ

:HLWHUVZLUGGXUFKGLH$QZHQGXQJGHV6\VWHPGHQNHQVYHUPLHGHQGDVVPDQVLFKLQ'H WDLOOLHUXQJHQ YHUZLFNHOW (V JLEW /|VXQJHQ ZRQDFK DOOH QRFK VR NOHLQHQ 'HWDLOV GHV 3UREOHPV YHUVWDQGHQ ZHUGHQ DEHU GLH JHIXQGHQH/|VXQJ GDV 3UREOHP QLFKW DQVDW]ZHLVH O|VW 'LHV NDQQ GDGXUFK EHJUQGHW ZHUGHQ GDVV (QWVFKHLGXQJ JHWURIIHQ XQG /|VXQJHQ JHIXQGHQZHUGHQZHOFKHDXIHLQHUUHLQHQ'HWDLOEHWUDFKWXQJGHV6\VWHPVHQWVWDQGHQVLQG (V LVW QLFKW QRWZHQGLJ DOOH (LQ]HOKHLWHQ GHV 3UREOHPV ]X HUNHQQHQ YLHOPHKU PXVV GDV

*HVDPWELOGEHUFNVLFKWLJWZHUGHQ

'DV6\VWHPGHQNHQOlVVWVLFKGXUFKXQWHUVFKLHGOLFKH%HWUDFKWXQJVZHLVHQGDUVWHOOHQ

8PIHOGRULHQWLHUWH%HWUDFKWXQJ

%HLGLHVHU6\VWHPEHWUDFKWXQJZHUGHQGLHH[RJHQHQ)DNWRUHQZHOFKHDXIGDV6\VWHPHLQ ZLUNHQVRZLHGLHHQGRJHQHQ)DNWRUHQGLHYRP6\VWHPDXVJHKHQLGHQWLIL]LHUW'HU)RNXV GHU%HWUDFKWXQJOLHJWDXIGHP6\VWHPXQGGHVVHQ8PIHOG

:LUNXQJVRULHQWLHUWH%HWUDFKWXQJ

%HL GHU ZLUNXQJVRULHQWLHUWH %HWUDFKWXQJ ZLUG GDV ]X XQWHUVXFKHQGH 6\VWHP DOV Å%ODFN ²

%R[´GDUJHVWHOOW'HU%HWUDFKWXQJVIRNXVOLHJWQLFKWDXIGHPÅ,QQHUHQ´GHV6\VWHPVYLHO PHKU LQWHUHVVLHUHQ GLH (LQJDQJV XQG $XVJDQJVJU|‰HQ GHV 6\VWHPV +LHU NRPPW HV ]X HLQHU,QSXW2XWSXW%HWUDFKWXQJGHV6\VWHPV

6WUXNWXURULHQWLHUWH%HWUDFKWXQJ

'LHVH6LFKWZHLVHGHV6\VWHPVHLJQHWVLFK]XU.OlUXQJZLHGHU2XWSXWGHV6\VWHPVDXVGHP ,QSXWHQWVWHKW'HU)RNXVGHU%HWUDFKWXQJOLHJWGDPLWDXIGHPÅ,QQHUHQ´GHV6\VWHPV'LH LQQHUHQ(OHPHQWHXQG%H]LHKXQJHQGHV6\VWHPVZHUGHQLGHQWLIL]LHUWXQGEHWUDFKWHW'DEHL QHKPHQ3UR]HVVHXQG)OVVHHLQHKRKH%HGHXWXQJHLQ

6\VWHPKLHUDUFKLVFKHV'HQNHQ

'DV V\VWHPKLHUDUFKLVFKH 'HQNHQ XQWHUVWW]W GDVV GDV 3UREOHP QLFKW ]X HQJ DEJHJUHQ]W ZLUG 'DV V\VWHPKLHUDUFKLVFKH 'HQNHQ YHUNQSIW PLW GHP Å%ODFN ² %R[ ² 3ULQ]LS´ HU P|JOLFKW GHQ 8PJDQJ PLW GHU .RPSOH[LWlW ]X HUOHLFKWHUQ $P $QIDQJ ZLUG GDV 6\VWHP JURE GDUJHVWHOOW 8P HLQH GHWDLOOLHUWH %HWUDFKWXQJVZHLVH ]X YHUQDFKOlVVLJHQ ZHUGHQ GLH 8QWHUV\VWHPHDOV%ODFN %R[HVGDUJHVWHOOW-HQDFK%HWUDFKWXQJVZHLVHXQG*HVLFKWVSXQNW N|QQHQ GLH 8QWHUV\VWHPH DOV %ODFN %R[ EHWUDFKWHW E]Z ZHLWHU VWUXNWXULHUW GDUJHVWHOOW

6 Vgl. Frank (2002), S. 1351 ff.

ZHUGHQ ,Q GLHVHP $QVDW] ZLUG ]ZLVFKHQ 8QWHUV\VWHP %HWUDFKWXQJ XQG 2EHUV\VWHP

%HWUDFKWXQJXQWHUVFKLHGHQ

'DV6\VWHPV(QJLQHHULQJHUP|JOLFKWGHQ6DFKYHUKDOWGHV3DUWQHUPDQDJHPHQWHVPLWGHQ 8QWHUQHKPHQ LQ GHU GHU]HLWLJHQ ZLUWVFKDIWOLFKHQ /DJH NRQIURQWLHUW VLQG GDU]XVWHOOHQ 'XUFKGLHJDQ]KHLWOLFKH%HWUDFKWXQJGHV6\VWHPGHQNHQVZLUGGDEHLHLQJDQ]KHLWOLFKHU)R NXVGHV3UREOHPVGDUJHVWHOOW'DV6\VWHPV(QJLQHHULQJNDQQKHOIHQGLH8QWHUVFKLHGOLFKHQ 3DUWQHUXQGGHUHQ9HUNQSIXQJGDU]XVWHOOHQXQGGDUDXIEDVLHUHQGJDQ]KHLWOLFKH/|VXQJHQ ]XHUDUEHLWHQ-HQDFK*HVLFKWVSXQNWN|QQHQHLQHRGHUPHKUHUHGHUGDUJHVWHOOWHQ%HWUDFK WXQJHQKHOIHQGDV9RUJHKHQGHV3DUWQHUPDQDJHPHQWVLQGLHJHZQVFKWH5LFKWXQJ]XOHQ NHQ %HLVSLHOVZHLVH N|QQHQ VR LP HUDUEHLWHWHQ 0RGHOO GLH ,QIRUPDWLRQVIOVVH GHV 8QWHU QHKPHQVPLWVHLQHP3DUWQHUGDUJHVWHOOWXQGVRRSWLPLHUWZHUGHQ

2.1.2 Der Begriff Partnermanagement

'DV:RUWÅ3DUWQHUPDQDJHPHQW´VHW]WVLFKDXVGHQEHLGHQ%HJULIIHQÅ3DUWQHU´VRZLHÅ0D QDJHPHQW´]XVDPPHQ %HLGH %HJULIIH ZHUGHQ LP)ROJHQGHQ EHVFKULHEHQ XP HLQHQ ORJL VFKHQ%H]XJ]XP3DUWQHUPDQDJHPHQWKHUVWHOOHQ]XN|QQHQ

$QVRII GHILQLHUW 0DQDJHPHQW DOV ÅHLQH NRPSOH[H $XIJDEH (V PVVHQ $QDO\VHQ GXUFKJH IKUW (QWVFKHLGXQJHQ JHWURIIHQ %HZHUWXQJHQ YRUJHQRPPHQ XQG .RQWUROOHQ DXVJHIKUW ZHUGHQ´,QlKQOLFKHU:HLVHEHVFKUHLEW$QWKRQ\0DQDJHPHQWÅ0DQDJHPHQWFRQVLVWVRI WZRYHU\EDVLFIXQFWLRQVGHFLVLRQPDNLQJDQGLQIOXHQFH´$QGLHVHU6WHOOHVHLNXU]DQJH PHUNWGDVVHVGHQ%HJULIIÅ0DQDJHPHQW´LP'HXWVFKHQQLFKWJLEWDEHUGHU$XVGUXFN Å8QWHUQHKPHQVIKUXQJ´ DP QlFKVWHQ NRPPW 'DQHEHQ LVW LQ GHU EHWULHEVZLUWVFKDIWOL FKHQ/LWHUDWXUHLQH9LHO]DKOXQWHUVFKLHGOLFKHU'HILQLWLRQHQYRU]XILQGHQ

$XVGLHVHQ'HILQLWLRQHQZLUGHUVLFKWOLFKGDVV0DQDJHPHQWHLQH*HVWDOWXQJV²6WHXHUXQJV VRZLH)KUXQJVIXQNWLRQEHLQKDOWHW:REHLVLFKGLH)KUXQJVIXQNWLRQLP.HUQDXV=LHO VHW]XQJ3ODQXQJ(QWVFKHLGXQJ5HDOLVLHUXQJXQG.RQWUROOLHUHQ]XVDPPHQVHW]W

7 Vgl. Haberfellner et al (2002), S. 9 ff.

8 Vgl. Macharzina; Wolf (2005), S. 37.

9 Vgl. Paul; Kristin (2006), S. 172.

10 Vgl. Thommen (2002), S. 669.

Abb. 3: Managementkreis¹¹

hEHUWUDJHQ DXI GLH HLQ]HOQH 8QWHUQHKPXQJ OlVVW VLFK 0DQDJHPHQW LQ PHKUHUHQ (EHQHQ GDUVWHOOHQZREHLLQ7RS0LGGOHXQG/RZHU0DQDJHPHQWXQWHUVFKLHGHQZLUG-HGH 3HUVRQLQQHUKDOEGHU8QWHUQHKPXQJZHOFKH:HLVXQJVEHIXJQLVVRZLH$QRUGQXQJVEHIXJ QLVKDWLVWVRPLWDP0DQDJHPHQWSUR]HVVEHWHLOLJW

Abb. 4: Managementebenen¹²

11 Quelle: Jung (2001), S. 154.

12 Quelle: Paul; Kristin (2006), S. 176.

'HU%HJULIIÅ3DUWQHUVFKDIW´EH]LHKXQJVZHLVHÅ3DUWQHU´VROOLQGLHVHU$UEHLWLQ+LQEOLFNDXI 8QWHUQHKPHQDEJHJUHQ]WZHUGHQ(VVLQGLQGLHVHP.RQWH[WHLQH9LHO]DKOXQWHUVFKLHGOL FKHU 7HUPLQH YRUKDQGHQ GLH ]XU %HVFKUHLEXQJ GHV JOHLFKHQ %HJULIIHV GLHQHQ 'DUXQWHU ILQGHQ VLFK %HJULIIH ZLH Å6WUDWHJLVFKH $OOLDQ]´ Å-RLQW 9HQWXUH´ Å1HW]ZHUN´ Å6WUDWHJLF 3DUWQHUVKLS´ Å.RDOLWLRQ´ Å&ROODERUDWLYH $JUHHPHQW´ Å%QGQLV´ Å3DUWQHUVFKDIW´ Å.R RSHUDWLRQ´ XQG Å:HUWVFK|SIXQJVSDUWQHUVFKDIW´ Å(LQH 3DUWQHUVFKDIW OLHJW YRU ZHQQ ]ZHL RGHU PHKUHUH 8QWHUQHKPHQ IUHLZLOOLJ QDFK VFKULIWOLFKHU RGHU PQGOLFKHU 9HUHLQED UXQJ LQQHUKDOE GHV YRQ GHU 5HFKWVRUGQXQJ JHVHW]WHQ 5DKPHQV XQWHU GHU 9RUDXVVHW]XQJ ]XVDPPHQZLUNHQ GDVV NHLQHV YRQ LKQHQ VHLQH UHFKWOLFKH XQG VHLQH ZLUWVFKDIWOLFKH 6HOE VWlQGLJNHLWDEJHVHKHQYRQ%HVFKUlQNXQJHQGHUXQWHUQHKPHULVFKHQ(QWVFKHLGXQJVEHIXJ QLVVHZLHVLHIUGHQ]ZLVFKHQEHWULHEOLFKH=XVDPPHQDUEHLWQRWZHQGLJVLQGDXIJLEWRGHU DOV)ROJHGHU3DUWQHUVFKDIWYHUOLHUWXQGMHGHVGLHVHV9HUKlOWQLVMHGHU]HLWVRZLHRKQHHUQVWOL FKH*HIDKUIUVHLQHZLUWVFKDIWOLFKH6HOEVWlQGLJNHLWO|VHQNDQQXQGZHQQGLHVHV=XVDP PHQZLUNHQIUGLH8QWHUQHKPHQGHQ=ZHFNKDWLKUH:HWWEHZHUEVIlKLJNHLW]XHUK|KHQ]X GLHVHQ =ZHFN HLQH RGHU PHKUHUH 8QWHUQHKPHQVIXQNWLRQHQ LQ PHKU RGHU ZHQLJHU ORVHU )RUPJHPHLQVDPDXV]XEHQXQGDXIGLHVH:HLVHLKUH/HLVWXQJHQ3URGXNWLYLWlWXQG5HQ WDELOLWlW]XVWHLJHUQGDPLWMHGHU7HLOQHKPHUIUVLFKHLQHQK|KHUHQ1XW]HQHU]LHOWDOVHU LKQEHLLQGLYLGXHOOHP9RUJHKHQHUUHLFKHQN|QQWH´

,QlKQOLFKHU:HLVHEHVFKUHLEW&UR[WRQ3DUWQHUVFKDIWÅ$SDUWQHUVKLSLVDWDLORUHGEXVLQHVV UHODWLRQVKLSEDVHGRQPXWXDOWUXVWRSHQQHVVVKDUHGULVNDQGVKDUHGUHZDUGVWKDWUHVXOWVLQ EXVLQHVVSHUIRUPDQFHJUHDWHUWKDQZRXOGEHDFKLHYHGE\WZRILUPVZRUNLQJWRJHWKHULQWKH DEVHQFHRISDUWQHUVKLS´*HKHQ8QWHUQHKPHQHLQH3DUWQHUVFKDIWHLQVRLVWGLH%H]LHKXQJ GHU8QWHUQHKPXQJHQ]XHLQDQGHUNRRSHUDWLYXQGQLFKWNRPSHWLWLY'HU$XVGUXFNNRRSHUD WLY VSLHJHOW ZLHGHU GDVV GDV Å*HPHLQVDPH´ ZHVHQWOLFKHU .HUQ GHU 3DUWQHUVFKDIW LVW 6R N|QQHQ GLH JHPHLQVDPH/|VXQJ HLQHV 3UREOHPV GLH JHPHLQVDPH $EZLFNOXQJ HLQHV 3UR MHNWVGLHJHJHQVHLWLJH8QWHUVWW]XQJVRZLHGLHJHPHLQVDPH,QWHUHVVHQVIRUPXOLHUXQJ=LHOH GHU3DUWQHUVHLQ'DEHLVLQGGLH%H]LHKXQJVSDUWQHUGLH$NWHXUHGHU%H]LHKXQJUHFKWOLFK VHOEVWlQGLJH(LQKHLWHQ,KUH,QWHUHVVHQXQG5HVVRXUFHQDEKlQJLJNHLWHQVLQGXQWHUVFKLHGOLFK XQGVWHKHQLQZHFKVHOVHLWLJHU%H]LHKXQJ]XHLQDQGHU'LHHLQ]HOQHQ3DUWQHUYHUIROJHQJH PHLQVDPH=LHOHZRGXUFKGLH3DUWQHUVFKDIWEHJUQGHWZLUGMHGRFK]LHOHQGLH3DUWQHUQH EHQGLHVHQDXFKDXILKUHLQGLYLGXHOOHQ8QWHUQHKPHQV]LHOHDE

,P 9RUGHUJUXQG GHV 3DUWQHUPDQDJHPHQWV VWHKW GDV 0DQDJHPHQW GHU %H]LHKXQJHQ YRQ 3DUWQHUXQWHUQHKPHQ$OOH7HLODVSHNWHGHV0DQDJHPHQW.UHLVHVVLQG*HJHQVWDQGGHU%H WUDFKWXQJ XQG ZHUGHQ LQ JHPHLQVDPHU )RUP VRZLH XQWHUQHKPHQVLQGLYLGXHOO EHKDQGHOW 1HEHQGHULQWHUQHQ.RPPXQLNDWLRQNRPPWHVLP3DUWQHUPDQDJHPHQWDXFK]XLQWHQVLYHQ XQWHUQHKPHQVEHUJUHLIHQGHQ .RPPXQLNDWLRQ 'LHV VWHOOW HLQHQ ZHVHQWOLFKHQ 7UHLEHU GHU .RPSOH[LWlWGDUÅ3DUWQHU5HODWLRQVKLS0DQDJHPHQW350XPIDVVWDOOH0D‰QDKPHQ]XU 3ODQXQJ 'XUFKIKUXQJ XQG .RQWUROOH GHU ,QLWLLHUXQJ 6WDELOLVLHUXQJ 9HUEHVVHUXQJ XQG

%HHQGLJXQJYRQ]ZLVFKHQEHWULHEOLFKHQ%H]LHKXQJHQPLW*HVFKlIWVSDUWQHUQZLH/LHIHUDQ WHQ.XQGHQ:HWWEHZHUEHUQRGHU1RQ²3URILW2UJDQLVDWLRQHQPLWGHP=LHOGLH:HWW EHZHUEVVLWXDWLRQGHV8QWHUQHKPHQV]XVLFKHUQXQG]XYHUEHVVHUQ´

13 Vgl. Morschett et al (2003), S. 389.

14 Straube (1972), S. 7.

15 Lambert; Emmelhaintz; Gardner (1999), S. 160.

16 Vgl. Freitag et al (2005), S. 36.

17 Vgl. Hildebrand (2003), S. 7.

Abb. 5: Management und Partner¹⁸

2.1.3 Gründe für Partnerschaften

0LWWHOV 3DUWQHUVFKDIWHQ HUKRIIHQ VLFK 8QWHUQHKPHQ LQ GHQ DNWXHOOHQ ZLUWVFKDIWOLFKHQ 5DKPHQEHGLQJXQJHQOlQJHUIULVWLJHUIROJUHLFK]XVHLQ'LHVH5DKPHQEHGLQJXQJHQLQGHQHQ VLFK GLH 8QWHUQHKPHQ JHJHQZlUWLJ EHZHJHQ VLQG GXUFK VLJQLILNDQWH 9HUVFKlUIXQJ GHV :HWWEHZHUEV LP QDWLRQDOHQ ZLH LP LQWHUQDWLRQDOHQ 0DUNW JHNHQQ]HLFKQHW 'DQHEHQ VLQG GLH 8QWHUQHKPXQJHQ HLQHP HUKHEOLFKHQ 0DUNWGUXFN ]XU 9HUNU]XQJ GHU (QWZLFNOXQJV XQG %HUHLWVWHOOXQJV]HLW QHXHU 3URGXNWH DXVJHVHW]W 1HEHQ GHP LPPHU K|KHUHQ *UDG DQ NXQGHQVSH]LILVFKHQ 3URGXNWHQ XQG GHU GDPLW YHUEXQGHQHQ JHVWLHJHQ 9DULDQWHQYLHOIDOW YHUNU]WVLFKGLH7LPH²WR0DUNHW'LHVHU(IIHNWIKUW]XHLQHPJHVWLHJHQHQ$XIZDQG DQ)RUVFKXQJVXQG(QWZLFNOXQJVOHLVWXQJLQLPPHUNU]HUHQ=HLWHQ$XIJUXQGGHVJORED OHQ:HWWEHZHUEVZLUGYRQGHQ8QWHUQHKPHQJHIRUGHUWGDVVGLHHUVWHOOWHQ3URGXNWHXQG 'LHQVWOHLVWXQJHQ NRVWHQJQVWLJ KHUJHVWHOOW ZHUGHQ XP VR NRQNXUUHQ]IlKLJ ]X EOHLEHQ 'XUFK GLHVH ]XQHKPHQGH 7UDQVSDUHQ] GHU :LUWVFKDIWVPlUNWH JHZLQQW GLH (IIL]LHQ] GHU 8QWHUQHKPXQJHQ]XQHKPHQGDQ%HGHXWXQJ

'LH(QWVWHKXQJJOREDOHU0lUNWHXQGGHUGDPLWYHUEXQGHQHVWHLJHQGHQ:HWWEHZHUE]ZLQJW 8QWHUQHKPHQ VLFK YHUVWlUNW DXI LKUH .HUQNRPSHWHQ]HQ ]X NRQ]HQWULHUHQ .HUQNRPSH WHQ]HQVLQGHLQ]LJDUWLJH)lKLJNHLWHQXQGÅEHZLUNHQ1XW]HQVWLIWXQJDP0DUNW'LIIHUHQ]LH UXQJVIlKLJNHLWPXOWLSOH7UDQVIHULHUEDUNHLWVRZLH1LFKW,PLWLHUEDUNHLWXQG1LFKW6XEVWLWX LHUEDUNHLW´(LQH.RQ]HQWUDWLRQDXI.HUQNRPSHWHQ]HQJHKWHLQKHUPLWGHU5HGXNWLRQGHU :HUWVFK|SIXQJVWLHIHXQGUHVXOWLHUWLQHLQHU6SH]LDOLVLHUXQJGHUHLQ]HOQHQ8QWHUQHKPXQJHQ :HUWVFK|SIXQJVDQWHLOHYRQVLQGGHQPHLVWHQ,QGXVWULHEUDQFKHQVFKRQYRU]XILQ GHQ'LH$XWRPRELOLQGXVWULHPLWHLQHP:HUWVFK|SIXQJVDQWHLOYRQKDWKLHUHLQH 9RUUHLWHUUROOH HLQJHQRPPHQ XQG VFKRQ HLQHQ EHWUlFKWOLFKHQ 7HLO GHU :HUWVFK|SIXQJ DQ /LHIHUDQWHQ DEJHZlO]W 9HUPHKUW ZHUGHQ GLHVH IUHPGYHUJHEHQHQ )XQNWLRQHQ LP 5DKPHQ YRQ3DUWQHUVFKDIWHQHUEUDFKW(VLVWVRP|JOLFKVLFKDXIVHLQHHLJHQHQ6WlUNHQ]XNRQ]HQW ULHUHQRKQHGDEHLDXIDQGHUH5HVVRXUFHQRGHU)lKLJNHLWHQYHU]LFKWHQ]XPVVHQ3DUWQHU VFKDIWHQ ELHWHQ GLH 0|JOLFKNHLW VLFK ]X HUJlQ]HQ GLH XQWHUVFKLHGOLFKHQ )lKLJNHLWHQ GHU 3DUWQHUXQWHUQHKPHQ]XLKUHPJHPHLQVFKDIWOLFKHQ9RUWHLO]XQXW]HQXQGVRPLWDP0DUNW :HWWEHZHUEVYRUWHLOH]XHU]LHOHQ'LHXQWHUQHKPHQVLQGLYLGXHOOHQ6SH]LDOLVLHUXQJHQZHUGHQ JHPHLQVFKDIWOLFKJHQXW]WVRZLHXQWHUQHKPHQV^EHUJUHLIHQGNRRUGLQLHUW

18 Vgl. Freitag et al (2005), S. 36.

19 Vgl. Heck (1999), S. 7.

20 Morschett et al (2003), S. 187.

1HEHQGHQREHQJHQDQQWHQDOOJHPHLQJOWLJHQ5DKPHQEHGLQJXQJHQXQGbQGHUXQJHQGHU :LUWVFKDIVODJH YHUIROJHQ8QWHUQHKPHQ LQGLYLGXHOOH =LHOH EHL LKUHQ 3DUWQHUVFKDIWVIRUPHQ 0|JOLFKH0RWLYHZHUGHQQDFKIROJHQGJHQDQQW

=HLWYRUWHLOH

'LHVH HUJHEHQ VLFK GD PHKU 5HVVRXUFHQ IU GLH JHIRUGHUWHQ 7lWLJNHLWHQ ]XU 9HUIJXQJ VWHKHQ%HLGHU1HXSURGXNWJHVWDOWXQJNDQQGXUFKVLPXOWDQH%HDUEHLWXQJYRQ7HLODXIJDEHQ HUKHEOLFKH =HLWHUVSDUQLV UHDOLVLHUW ZHUGHQ 'XUFK XQWHUQHKPHQVEHUJUHLIHQGH 6LPXOWDQH RXV(QJLQHHULQJNRRSHUDWLRQHQZHUGHQJOHLFK]HLWLJDQPHKUHUHQ$UEHLWVJHELHWHQHLQHV3UR MHNWVJHDUEHLWHWXQGVRZHVHQWOLFKH=HLWYRUWHLOHLQ) (HU]LHOW1HEHQGHQ%HUHLFKHQ)RU VFKXQJXQG(QWZLFNOXQJODVVHQVLFKGXUFK3DUWQHUVFKDIWHQDXFK3UR]HVV]HLWHQLQRSHUDWL YHQ)XQNWLRQHQYHUULQJHUQ6RYHUULQJHUWGLH9HUJDEHYRQ0RGXOHQXQG6\VWHPGLH0RQ WDJH]HLWEHLP2ULJLQDO(TXLSPHQW0DQXIDFWXUHU2(0'DHV]XU$QOLHIHUXQJJHVDPWHU (LQKHLWHQNRPPWZHUGHQ3UR]HVV]HLWHQUHGX]LHUW

5LVLNRVWUHXXQJ

'XUFKGLH9HUWHLOXQJE]Z$EZlO]XQJGHV5LVLNRVDXIGHQ3DUWQHUNDQQGDV5LVLNRPLQL PLHUWZHUGHQ'LH9HUWHLOXQJGHU$XIJDEHQIKUWLQZHLWHUHU)ROJH]XU9HUWHLOXQJGHV5LVL NRV6RVLQGEHL(QWZLFNOXQJHQGXUFK/LHIHUDQWHQGLHVHIULKUHHQWZLFNHOWHQ0RGXOHYHU DQWZRUWOLFKXQGWUDJHQGDGXUFKK|KHUHV5LVLNR%HVRQGHUVLP3KDUPD6HNWRUZRHUKHEOL FKHILQDQ]LHOOH0LWWHOXQG5HVVRXUFHQIU) (QRWZHQGLJVLQGQLPPWGLH5LVLNRVWUHXXQJ HLQHQEHVRQGHUHQ6WHOOHQZHUWHLQ'DQXUZHQLJH3URGXNWHQWZLFNOXQJHQ]XP0DUNWHUIROJ IKUHQXQGGLHVHVLFKHUVWQDFKHLQLJHQ-DKUHQDPRUWLVLHUHQLVWHVVLQQYROOILQDQ]LHOOHDEHU DXFKWHFKQRORJLVFKH5LVLNHQDXIGHQ3DUWQHU]XYHUWHLOHQ

6LFKHUXQJZLFKWLJHU5HVVRXUFHQXQG.RPSHWHQ]HQ

9HUIJW HLQ P|JOLFKHV 3DUWQHUXQWHUQHKPHQ EHU HQWVFKHLGHQGH .HUQNRPSHWHQ]HQ VR NDQQHVGXUFKGLHHQJH%LQGXQJDQGLHHLJHQH8QWHUQHKPXQJ]XU6LFKHUXQJGLHVHUNRP PHQ'XUFKGLH.RRSHUDWLRQPLWGHP8QWHUQHKPHQN|QQHQVRZHVHQWOLFKH.HUQNRPSH WHQ]HQGHQ.RQNXUUHQWHQYRUHQWKDOWHQZHUGHQ+LHUVSLHOWGLH5HVVRXUFH:LVVHQHLQHEH GHXWHQGH5ROOH

(UWUDJVVWHLJHUXQJ

)HKOHQ GHP 8QWHUQHKPHQ GLH ILQDQ]LHOOHQ 0LWWHO XP QHXH 0lUNWH ]X HUVFKOLH‰HQ NDQQ HLQH.RRSHUDWLRQGHQ(LQWULWWLQQHXH0lUNWHHUP|JOLFKHQXQGVR]X0DUNWHUVFKOLH‰XQJHQ LQQHXHQ%HUHLFKHQIKUHQ'XUFKGLH]XVlW]OLFKHQJHZRQQHQ$EVDW]NDQlOHN|QQHQJU|‰H UH (UWUlJH HU]LHOW ZHUGHQ %ULQJW GHU 3DUWQHU YHUNDXIVHQWVFKHLGHQGH 9RUSURGXN WH'LHQVWOHLVWXQJHQLQGDVDE]XVHW]HQGH3URGXNWHLQNDQQGXUFK'LIIHUHQ]LHUXQJGHV3UR GXNWHVHLQK|KHUHU9HUNDXIVSUHLVHU]LHOWZHUGHQ

21 Vgl. Heck (1999), S. 21.

.QRZKRZ*HZLQQ

'LH =XVDPPHQDUEHLW GHU 8QWHUQHKPHQ IKUW ]XP 7UDQVIHU YRQ LQGLYLGXHOO JHKDOWHQHP .QRZKRZ(LQHHQJH%LQGXQJGHU3DUWQHUXQWHUQHKPHQIKUW]XP=XVRZLH$EZDQ GHUQYRQ:LVVHQ'HU.QRZ²KRZ7UDQVIHUNDQQVLFKDXIDOOHQ(EHQHQGHV8QWHUQHK PHQVVRZLHLQDOOHQ)XQNWLRQHQGLHVHUYROO]LHKHQKlQJWDEHUZHVHQWOLFKYRP,QWHJUDWLRQV JUDGGHU3DUWQHUVFKDIWDE-HLQWHQVLYHUGLH.RRSHUDWLRQLVWGHVWRPHKU.QRZKRZZLUG

EHUPLWWHOW1HEHQGHP7UDQVIHUYRQ:LVVHQYHUIROJWGLH3DUWQHUVFKDIWDXFKGDV=LHOGLH 5HVVRXUFH:LVVHQGHU3DUWQHUXQWHUQHKPXQJ]XQXW]HQ'XUFKGLHNRPSOHPHQWlUH(UJlQ ]XQJGHU:LVVHQVEHUHLFKHZLUGVRPLWGLH6WHOOXQJGHU8QWHUQHKPXQJHQLP0DUNWHUK|KW

.RVWHQVHQNXQJ

.RVWHQVHQNXQJVSRWHQWLDOH HUJHEHQ VLFK LQ 3DUWQHUVFKDIWHQ DXIJUXQG YRQ (FRQRPLHV RI 6FDOH (FRQRPLHV RI 6FRSH VRZLH GXUFK GLH ,QWHJUDWLRQ GHU 3DUWQHU .RVWHQGHJUHVVLRQHQ HUJHEHQVLFKODXW3RUWHUÅZHQQHLQ8QWHUQHKPHQPLWJU|‰HUHP*HVFKlIWVYROXPHQ7lWLJ NHLWHQDQGHUVRGHUUDWLRQHOOHUDXVIKUHQRGHUGHQ .RVWHQDXIZDQGEHUHLQJU|‰HUHV$E VDW]YROXPHQDPRUWLVLHUHQNDQQ´3DUWQHUVFKDIWHQHUP|JOLFKHQGLHYRQ3RUWHUJHQDQQWHQ (IIHNWH XP .RVWHQGHJUHVVLRQHQ ]X HU]LHOHQ 'XUFK GLH ,QWHJUDWLRQ YRQ 8QWHUQHKPHQ ODVVHQVLFK3UR]HVVHUDWLRQHOOHUJHVWDOWHQ%HLVSLHOKDIWVHLKLHUGDV:HJODVVHQGHU(LQJDQJV NRQWUROOHDXI.XQGHQVHLWHJHQDQQW'LHKLHUJHQDQQWHQ(IIHNWHGHU.RVWHQVHQNXQJJHKHQ GLUHNWLQGHQQlFKVWHQ3XQNW:HWWEHZHUEVYRUWHLOHLQGDGXUFKGLH5HGXNWLRQYRQ.RVWHQ :HWWEHZHUEVYRUWHLOHDP0DUNWHU]LHOWZHUGHQ

:HWWEHZHUEVYRUWHLOH

:HWWEHZHUEVYRUWHLOH HUJHEHQ VLFK DXIJUXQG YRQ 6\QHUJLHHIIHNWHQ 'HU $XVGUXFN Å6\QHU JLH´VWHKWLQHQJHQ=XVDPPHQKDQJPLW3DUWQHUVFKDIWHQ'HU%HJULIIÅ6\QHUJLH´VWDPPW DXVGHP*ULHFKLVFKHQXQGOlVVWVLFKPLW=XVDPPHQZLUNHQEHUVHW]HQ(VNDQQIRUPXOLHUW ZHUGHQ GDVV 6\QHUJLHHIIHNWH GDQQDXIWUHWHQ ZHQQ GXUFK GDV =XVDPPHQZLUNHQ RGHU GLH .RPELQDWLRQYRQ)DNWRUHQHLQDQGHUHU(IIHNWHU]LHOWZLUGDOVHUGHU6XPPHGHUJHWUHQQ WHQ YRQHLQDQGHU XQDEKlQJLJHQ (LQ]HOZLUNXQJHQHQWVSULFKW´ 'LHV EHGHXWHW GDVV GXUFK GLH =XVDPPHQZLUNXQJ XQWHUVFKLHGOLFKHU 8QWHUQHKPHQ 9RUWHLOH XQG &KDQFHQ HQWVWHKHQ N|QQHQ GLH EHL DOOHLQLJHP 9RUJHKHQ QLFKW P|JOLFK ZlUHQ (V ODVVHQ VLFK VRPLW JH]LHOW :HWWEHZHUEVYRUWHLOHJHJHQEHU.RQNXUUHQWHQHU]LHOHQ

22 Porter (2002), S. 107.

23 Vgl. Engelbrecht et al (2005), S. 5.

24 Vgl. Schuhmann; Hagenhoff (2004), S. 21.

.RRSHUDWLRQVPRWLYH

7HFKQLVFKHU%H]XJ

:LUWVFKDIWOLFKHU%H]XJ

2UJDQLVDWRULVFKHU%H]XJ

•6\QHUJLHHIIHNWH1XW ]XQJNRPSOHPHQWlUHQ :LVVHQV

•.QRZKRZ7UDQVIHU

=XJDQJ]XQHXHQ:LV VHQ

•.RQ]HQWUDWLRQDXI HLJHQH.HUQNRPSHWHQ ]HQ

•7HFKQRORJLH%HREDFK WXQJ

•8QVLFKHUKHLWVUHGXNWLRQ

•6SOLWWLQJYRQ.QRZ KRZ

• .RVWHQUHGXNWLRQ

• =HLWHUVSDUQLV5HGX]LHUXQJ GHUÅ7LPHWRPDUNHW´

• 5LVLNRUHGXNWLRQE]Z²WHL OXQJ

• =XJDQJ]XQHXHQ0lUNWHQ GXUFK

ƒ (UZHLWHUXQJGHU3UR GXNWSDOHWWH

ƒ ,QWHUQDWLRQDOLVLHUXQJ

• 6WDQGDUGLVLHUXQJ

• .DSD]LWlWVDXVJOHLFK

•9HUWUDXHQVDXIEDX

•9RUEHUHLWXQJYRQ)XVL RQHQ

•$XIEDXHLQHV,QIRUPD WLRQVQHW]ZHUNHV

•/HUQHQ]XNRRSHULHUHQ

•/HUQHQYRQ9HUIDKUHQ XQG*HVFKlIWVSUR]HV VHQ

•*H]LHOWH1XW]XQJYRQ .XOWXUE]Z0HQWDOL WlWVXQWHUVFKLHGHQ

Abb. 6: Kooperationsmotive²⁵

'LH*UQGHHLQH3DUWQHUVFKDIWPLWDQGHUHQ8QWHUQHKPHQHLQ]XJHKHQVLQGVRPLWYLHOIlOWLJ XQG YRQ XQWHUVFKLHGOLFKHU VWUDWHJLVFKHU %HGHXWXQJ 'XUFK JH]LHOWHV Å3DUWQHULQJ´ ZHUGHQ .RPSHWHQ]OFNHQJHVFKORVVHQGK3DUWQHUVFKDIWHQHPSIHKOHQVLFKGDQQZHQQLP=XJH GHU 3DUWQHUVFKDIW NRPSOHPHQWlUH 5HVVRXUFHQ XQG )lKLJNHLWHQ HUODQJW ZHUGHQ 'D GHU :HWWEHZHUE]ZLVFKHQHLQ]HOQHQ8QWHUQHKPHQ]XQLPPWXQGYRQHLQHP:HWWEHZHUEXQ WHUQHKPHQVEHUJUHLIHQGHU :HUWVFK|SIXQJVNHWWHQ EHUODJHUW ZLUG ZLUG GLH 1XW]XQJ YRQ 3DUWQHUVFKDIWVSRWHQ]LDOHQ ]X HLQHP HQWVFKHLGHQGHQ :HWWEHZHUEVIDNWRU (V JLOW VRPLW 6WlUNHQ]XNRPELQLHUHQXQG6FKZlFKHQ]XNRPSHQVLHUHQ

25 Quelle: Weuler (2002), S. 90.

26 Vgl. Engelbrecht et al (2005), S. 2.

27 Vgl. Morschett at al (2003), S. 393.

1HEHQ GLHVHQ 9RUWHLOHQ ZHOFKH GLH *UXQGODJH IU 3DUWQHUVFKDIWHQ ELOGHQ JLEW HV DXFK 1DFKWHLOHYRQ.RRSHUDWLRQHQ'LHVHJLOWHVLP=XJHGHV3DUWQHUPDQDJHPHQWV]XPLQLPLH UHQ0|JOLFKH5LVLNHQIUGLHEHWHLOLJWHQ3DUWQHUVLQG

• (LQH(UK|KXQJGHUJHJHQVHLWLJHQ$EKlQJLJNHLW

• .QRZKRZ7UDQVIHUDQGHQ.RRSHUDWLRQVSDUWQHU

• 'HU.RRUGLQDWLRQVDXIZDQGLPHLJHQHQ8QWHUQHKPHQVWHLJW

• )UXVWUDWLRQGXUFK$EOHKQXQJE]Z*HULQJDFKWXQJGHU/HLVWXQJHQGHV.RRSH UDWLRQVSDUWQHUV

2.1.4 Formen der Partnerschaften

3DUWQHUVFKDIWHQ WUHWHQ LQ XQWHUVFKLHGOLFKVWHQ $XVSUlJXQJVIRUPHQ LQ (UVFKHLQXQJ 'LH (LQWHLOXQJ XQG .DWHJRULVLHUXQJ GHU YHUVFKLHGHQHQ )RUPHQ NDQQ QDFK ]DKOUHLFKHQ .ULWH ULHQDEJHJUHQ]WZHUGHQ

%HUJPDQQXQWHUVFKHLGHWLQ%H]XJDXIGLH]HLWOLFKH'DXHUGHU3DUWQHUVFKDIWHQLQIOH[LEOH=X VDPPHQDUEHLWIHVWH3DUWQHUVFKDIWHQXQGDXI'DXHUDQJHOHJWH3DUWQHUVFKDIWHQ'LHIOH[LEOH

=XVDPPHQDUEHLW LVW GDGXUFK FKDUDNWHULVLHUW GDVV VLH MHGHU]HLW XQG RKQH JUR‰H 9HUOXVWH DEJHEURFKHQZHUGHQNDQQGDGLH$EKlQJLJNHLWHQGHUEHWHLOLJWHQ3DUWQHUQLFKWYRQKRKHQ ,QWHQVLWlWHQJHSUlJWVLQG8QWHUVFKLHGHQZLUGLQGLHVHU)RUPGHU3DUWQHUVFKDIWLQ2XWVRXU FLQJ ZR $XIJDEHQ QXU DQ GHQ 3DUWQHU GHOHJLHUW ZHUGHQ LQ ZHFKVHOVHLWLJHV (PSIHKOHQ

&URVV3URPRWLRQRGHULQHLQH0LWJOLHGVFKDIWLQHLQHP1HWZHUN,QHLQHUIHVWHQ3DUWQHU VFKDIW ZLUG LP 5DKPHQ HLQHV HLQ]HOQHQ 3URMHNWHV JHPHLQVDP DQ EHVWLPPWHQ $XIJDEHQ RGHULQHLQHU6XEXQWHUQHKPHUEH]LHKXQJ]XVDPPHQJHDUEHLWHW$XI'DXHUDQJHOHJWH3DUW QHUVFKDIWHQVLQGGLH=XVDPPHQDUEHLWLQYLUWXHOOHQ8QWHUQHKPHQLQ-RLQW9HQWXUHVVRZLH LQZHFKVHOVHLWLJHQ$OOLDQ]HQ

(LQH ZHLWHUH 0|JOLFKNHLW GHU .DWHJRULVLHUXQJ YRQ 3DUWQHUVFKDIWHQ ELOGHW GLH (LQWHLOXQJ GLHVHUQDFKNRRSHULHUHQGHQ)XQNWLRQHQ'LH3DUWQHUVFKDIWNDQQKLHUDXIHLQ]HOQH)XQNWLR QHQ EHLGHU 8QWHUQHKPXQJHQ EHJUHQ]W VHLQ RGHU PHKUHUH )XQNWLRQHQ HLQVFKOLH‰HQ (V NRPPHQLQGHUIUHLHQ:LUWVFKDIWUHLQH%HVFKDIIXQJV3URGXNWLRQV'LVWULEXWLRQV0DUNH WLQJ)RUVFKXQJXQG(QWZLFNOXQJVSDUWQHUVFKDIWHQZLHDXFKJDQ]KHLWOLFKHIXQNWLRQVEHU JUHLIHQGH3DUWQHUVFKDIWHQYRU6RZHUGHQEHL3DUWQHUVFKDIWHQGHU6\VWHPHQWZLFNOXQJXQG

%HUHLWVWHOOXQJ) ((LQNDXI3URGXNWLRQVRZLH4XDOLWlWVPDQDJHPHQWPLWHLQDQGHULQ.R RSHUDWLRQVWHKHQ'DEHLNRRSHULHUHQGLHHLQ]HOQHQ)DFKDEWHLOXQJHQPLWGHQJOHLFKHQ)DFK DEWHLOXQJHQGHU3DUWQHUVRZLHPLWXQWHUVFKLHGOLFKHQLQWHUQHQXQGH[WHUQHQ$EWHLOXQJHQ :HLWHUVN|QQHQGLH3DUWQHUVFKDIWHQQDFKGHU$Q]DKOGHU7HLOQHKPHUXQGGHQGDUDXVUH VXOWLHUHQGHQ%H]LHKXQJHQNODVVLIL]LHUWZHUGHQ'DQDFKODVVHQVLHVLFKLQELODWHUDOHWULODWHUDOH VRZLHHLQIDFKHXQGNRPSOH[H1HW]ZHUNHXQWHUVFKHLGHQ

28 Vgl. Lindemann (2002), S. 14.

29 Vgl. Bergmann (2002), S. 54.

30 Vgl. Loose et al (2005), S. 18 ff.

Abb. 7: Partnernetzwerke³¹

%HL GHU HLQIDFKVWHQ )RUP GHU ELODWHUDOHQ 3DUWQHUVFKDIW HUIROJW GLH .RRUGLQDWLRQ GLUHNW ]ZLVFKHQ GHQ EHLGHQ 3DUWQHUQ 6LH N|QQHQ GDGXUFK XQPLWWHOEDU DXI GDV 9HUKDOWHQ GHU 3DUWQHUXQWHUQHKPXQJUHDJLHUHQXQGVLFKRSWLPDODXIHLQDQGHUDEVWLPPHQRKQHGDEHLHLQHQ DQGHUHQ3DUWQHU]XEHYRUWHLOHQ

'XUFK GDV +LQ]XIJHQ HLQHV ZHLWHUHQ 3DUWQHUV HQWVWHKHQ PXOWLODWHUDOH )RUPHQ GHU =X VDPPHQDUEHLW'DGXUFKNRPPWHV]XHLQHUGHXWOLFKHQ9HUlQGHUXQJGHU%H]LHKXQJVTXDOL WlW GD GLHVH .RQVWHOODWLRQHQ EHUHLWV .RDOLWLRQHQ XQG LQGLUHNWH %H]LHKXQJHQ HEHQVR ZLH DV\PPHWULVFKH,QIRUPDWLRQVXQG0DFKWEH]LHKXQJHQHUP|JOLFKHQ1HW]ZHUNHVHW]HQVLFK DXV.QRWHQGHQ8QWHUQHKPHQVRZLH.DQWHQGHQ%H]LHKXQJHQ]XVDPPHQ'DEHLN|QQHQ GLHVH .DQWHQ XQWHUVFKLHGOLFK DXVJHSUlJW VHLQ (LQIDFKH 1HW]ZHUNH UHDOLVLHUHQ QXU HLQHQ NOHLQHQ7HLOGHUP|JOLFKHQ%H]LHKXQJHQXQGVLQGRIWVWHUQI|UPLJDQJHRUGQHW.RPSOH[H 1HW]ZHUNHXQWHUVFKLHGHQVLFKGDGXUFKGDVVVLHZHLWDXVPHKU%H]LHKXQJHQGKGLH$Q ]DKOGHU.DQWHQLVWK|KHUHLQJHKHQ

'LHELODWHUDOH)RUPGHU3DUWQHUVFKDIWGRPLQLHUWLQGHUEHWULHEOLFKHQ3UD[LV(VNRPPHQLQ GHUEHWULHEOLFKHQ5HDOLWlWMHGRFK)lOOHYRUEHLGHQHQVLPXOWDQPHKUHUHELODWHUDOH%H]LHKXQ

31 Quelle: Morschett (2003), S. 400.

%LODWHUDOH%LQGXQJHQ 7ULODWHUDOH%LQGXQJHQ

(LQIDFKH1HW]ZHUNH .RPSOH[H1HW]ZHUNH

JHQHLQJHJDQJHQZHUGHQ.RPSOH[H1HW]ZHUNHILQGHQVLFKYHUPHKUWQXULQGHUWKHRUHWL VFKHQ'LVNXVVLRQZLHGHU

3DUWQHUVFKDIWHQ ZHUGHQ HEHQVR QDFK LKUHP JHRJUDILVFKHQ %HUHLFK LQ UHJLRQDOH QDWLRQDOH XQGLQWHUQDWLRQDOH)RUPHQDEJHJUHQ]W%HVRQGHUVGLHLQWHUQDWLRQDOH)RUPGHU=XVDPPHQ DUEHLWKDWGXUFKGLH*OREDOLVLHUXQJXQGGHQ(LQVDW]YRQ,QIRUPDWLRQVXQG.RPPXQLNDWL RQVWHFKQRORJLHQ VWDUN DQ %HGHXWXQJ JHZRQQHQ 'DEHL VLQG GLH (UVFKOLH‰XQJ QHXHU $E VDW]PlUNWH GLH 6LFKHUXQJ EHVWHKHQGHU $EVDW]PlUNWH GLH 1XW]XQJ YRQ .RVWHQYRUWHLOHQ XQG GLH (U]LHOXQJ OlQGHUVSH]LILVFKHQ .QRZ KRZV GLH HVVHQWLHOOHQ 0RWLYH GHU 3DUWQHU VFKDIW 3DUWQHUVFKDIWVPRWLY GHU UHJLRQDOHQ =XVDPPHQDUEHLW VLQG JHRJUDILVFK JHEQGHOWH 5HVVRXUFHQ GLH GLH (QWVWHKXQJ YRQ 5HJLRQDOHQ &OXVWHUQ KHUYRUUXIHQ %HNDQQWHVWHV %HL VSLHOKLHUIULVWGDV,7².QRZKRZGHVÅ6LOLFRQ9DOOH\´LQ.DOLIRUQLHQ'RUWVLQG)lKLJ NHLWHQ:LVVHQXQG,QQRYDWLRQGHU,7%UDQFKHUlXPOLFKNRQ]HQWULHUWZHOFKHVLQWHUQDWLR QDOH:HWWEHZHUEVYRUWHLOHGHUGRUWDQVlVVLJHQ8QWHUQHKPXQJHQI|UGHUW

'LH%LQGXQJVLQWHQVLWlWZLUGLQGLH$XVSUlJXQJVIRUPHQJHULQJPRGHUDWXQGKRFKXQWHU VFKLHGHQ 'LH ,QWHQVLWlW GHU %H]LHKXQJ NDQQ LQ YHUVFKLHGHQVWHU :HLVH EHZHUWHW ZHUGHQ 0|JOLFKH,QGLNDWRUHQ]XU%HZHUWXQJGLHVHUVLQGGLH$Q]DKONRRSHUDWLYHU)XQNWLRQVEHUHL FKHGHU(QWVFKHLGXQJVJUDGRGHUGLH*HVFKlIWVEH]LHKXQJ(LQHJHULQJH,QWHQVLWlWOLHJWYRU ZHQQ HV OHGLJOLFK ]X HLQHP ,QIRUPDWLRQV XQG (UIDKUXQJVDXVWDXVFK GHU 3DUWQHU NRPPW :HUGHQ(QWVFKHLGXQJHQXQG$NWLYLWlWHQWHLOZHLVHDXIHLQDQGHUDEJHVWLPPWZLUGYRQHLQHU PRGHUDWHQ %LQGXQJVLQWHQVLWlW JHVSURFKHQ (LQH KRKH %LQGXQJ GHU %H]LHKXQJ OLHJW YRU ZHQQDOOHNRRSHUDWLRQVUHOHYDQWHQ$NWLYLWlWHQDXIHLQDQGHUDEJHVWLPPWZHUGHQ

1DFKGHU9HUELQGOLFKNHLWGHU3DUWQHUVFKDIWHQZLUGLQVFKULIWOLFKHUQLFKWVFKULIWOLFKHUXQG .DSLWDOEHWHLOLJXQJXQWHUVFKLHGHQ'DEHLZHUGHQ3DUWQHUVFKDIWHQPLWJHULQJHP5LVLNRXQG LQWHQVLWlWVVFKZDFKHU$XVSUlJXQJHKHUDXIPQGOLFKHQ$EVSUDFKHQJHUHJHOWKLQJHJHQZHU GHQLQWHQVLWlWVVWDUNH3DUWQHUVFKDIWHQLQGHU5HJHOGXUFK.RRSHUDWLRQVYHUWUlJHYHUHLQEDUW ,QGHQ]XJUXQGHOLHJHQGHQ3DUWQHUVFKDIWVYHUWUlJHQVROOHQGLH=LHOHGHU3DUWQHUVFKDIWGLH 9HUWHLOXQJGHU$XIJDEHQVRZLHGLH9HUUHFKQXQJYRQ$XIZlQGHQXQG(UWUlJHQNODUJHUH JHOW VHLQ 'DEHL PXVV EHDFKWHW ZHUGHQ GDVV MHGHU 3DUWQHU HQWVSUHFKHQG GHV $XIZDQGHV 1XW]HQDXVGHU3DUWQHUVFKDIWHU]LHOW9RUDXVVHW]XQJIUHLQHHUIROJUHLFKH=XVDPPHQDUEHLW LVWHLQHÅ:LQ²:LQ6LWXDWLRQ´GHUEHWHLOLJWHQ8QWHUQHKPXQJHQ+LQVLFKWOLFKGLHVHU$E JUHQ]XQJLVWHLQH.DSLWDOEHWHLOXQJGLHVWlUNVWH)RUPGHU3DUWQHUVFKDIW'LHVNDQQVRZHLW IKUHQ GDVV GLH UHFKWOLFKH XQG ZLUWVFKDIWOLFKH 6HOEVWlQGLJNHLW GHU 3DUWQHU YHUORUHQ JHKW XQGGDQQQLFKWPHKUYRQ3DUWQHUVFKDIWVRQGHUQ)XVLRQGHU8QWHUQHKPXQJHQJHVSURFKHQ ZLUG

6ROOHQGXUFKGLH=XVDPPHQDUEHLWGHU8QWHUQHKPXQJHQHLJHQH6FKZlFKHQGHV8QWHUQHK PHQVGXUFK6WlUNHQGHV3DUWQHUVDXVJHJOLFKHQZHUGHQVRZLUGYRQHLQHUUH]LSURNHQ)RUP GHU3DUWQHUVFKDIWJHVSURFKHQGKGHU3DUWQHULVWRSWLPDOHU/LHIHUDQWGHVLQWHUQHQ3URE OHPV)RNXVVLHUHQEHLGH8QWHUQHKPHQDXIGDVJOHLFKH=LHOZLUGYRQHLQHUUHGLVWULEXWLYHQ

%H]LHKXQJDXVJHJDQJHQ,QGLHVHU)RUPZLUGYHUVXFKWGXUFKJHPHLQVDPH5HVVRXUFHQGHU 3DUWQHUGLHVHOEHQ3UREOHPH]XO|VHQ

'HU5LFKWXQJGHU3DUWQHUVFKDIWZLUGLQKRUL]RQWDOHYHUWLNDOHXQGGLDJRQDOHXQWHUVFKLHGHQ 'LHVH JLEW DQ DXI ZHOFKHU :HUWVFK|SIXQJVVWXIH XQG DXI ZHOFKHU :LUWVFKDIWVEUDQFKH ]X VDPPHQJHDUEHLWHWZLUG

32 Vgl. Morschett (2003), S. 400 ff.

33 Vgl. Morschett (2003), S. 407 ff.

34 Vgl. Loose et al (2005), S. 19.

,QKRUL]RQWDOHQ3DUWQHUVFKDIWHQZLUG]ZLVFKHQ8QWHUQHKPXQJHQGHUJOHLFKHQ:HUWVFK|S IXQJVVWXIHGHUJOHLFKHQ%UDQFKH]XVDPPHQJHDUEHLWHW'LH3URGXNWH'LHQVWOHLVWXQJHQGHU 3DUWQHUXQWHUQHKPHQGLHHLQJHVHW]WHQ7HFKQRORJLHQGLHHLQJHVHW]WHQ3URGXNWLRQVIDNWRUHQ RGHU)lKLJNHLWHQVLQGVLFKVHKUlKQOLFKRGHULGHQWLVFK'LH3DUWQHUVLQGRIW.RQNXUUHQWHQ GLHGXUFKGLH%H]LHKXQJ]XHLQDQGHUGDVJHJHQVHLWLJH.RQNXUUHQ]YHUKDOWHQDXVVFKDOWHQXQG VRGLH0DUNWPDFKWJHJHQEHU.XQGHQXQG/LHIHUDQWHQZHLWHUHUK|KHQ%HLVSLHOHIUKRUL ]RQWDOH3DUWQHUVFKDIWHQVLQGGDV=XVDPPHQDUEHLWHQYRQ)RUGXQG9:EHLLKUHU(QWZLFN OXQJ GHV 7\SV 6KDUDQ E]Z *DOD[\ RGHU GLH =XVDPPHQDUEHLW YRQ ]ZHL 7UDQVSRUWXQWHU QHKPHQHWF

*HK|UHQ GLH 3DUWQHU XQWHUVFKLHGOLFKHU :HUWVFK|SIXQJVVWXIHQ GHUVHOEHQ %UDQFKH DQ VR VSULFKWPDQYRQYHUWLNDOHQ3DUWQHUVFKDIWHQ'LH8QWHUQHKPHQEHILQGHQVLFKLQGHUYHUWLND OHQ3DUWQHUVFKDIWLQHLQHUNODVVLVFKHQ/LHIHUDQWHQ²$EQHKPHU%H]LHKXQJ%HLVSLHOKDIWVHL KLHUGLH=XVDPPHQDUEHLWYRQ0DJQD,QWPLW0HUFHGHV%HQ]]XQHQQHQ

*HK|UHQGLH3DUWQHUXQWHUVFKLHGOLFKHQ%UDQFKHQDQVRVSULFKWPDQYRQNRPSOHPHQWlUHQ RGHU GLDJRQDOHQ 3DUWQHUVFKDIWHQ 'LHVH )RUP GHU =XVDPPHQDUEHLW KDW ]XP =LHO QHXH 3URGXNWH'LHQVWOHLVWXQJHQ]XVFKDIIHQXPGDGXUFKQHXH7HFKQRORJLHQRGHU0DUNWIHOGHU ]X EHDUEHLWHQ %HLVSLHOKDIW N|QQHQ LQ HLQHU GLDJRQDOHQ 3DUWQHUVFKDIW HLQH 'UXFNHUHL PLW HLQHU%LEOLRWKHNVRZLH0XOWL²0HGLD3URJUDPPLHUHUQNRRSHULHUHQRGHU]ZHL8QWHUQHK PHQ XQWHUVFKLHGOLFKHU %UDQFKHQ XQG XQWHUVFKLHGOLFKHU :HUWVFK|SIXQJVVWXIH DXV UHLQ IL QDQ]LHOOHQ*UQGHQ]XVDPPHQDUEHLWHQ

1DFKVWHKHQGH$EELOGXQJIDVVWGLHP|JOLFKHQ.RRSHUDWLRQVULFKWXQJHQ]XVDPPHQ

Abb. 8: Richtungen von Kooperationen³⁵³⁶

35 Quelle: Schuhmann; Hagenhoff (2004), S. 10.

'HULQ$EELOGXQJGDUJHVWHOOWHPRUSKRORJLVFKH.DVWHQJLEWGLHHLQ]HOQHQ0HUNPDOVDXV SUlJXQJHQGHUP|JOLFKHQ3DUWQHUVFKDIWHQZLHGHU$XIJUXQGGHUKRKHQ$Q]DKOGHUDE]X JUHQ]HQGHQ 0HUNPDOH LVW HLQH 9LHO]DKO XQWHUVFKLHGOLFKHU )RUPHQ GHU SDUWQHUVFKDIWOLFKHQ

=XVDPPHQDUEHLWP|JOLFK-HQDFK$QIRUGHUXQJHQVROOHQVRGLHRSWLPDOH$XVSUlJXQJGHU 3DUWQHUVFKDIWLGHQWLIL]LHUWZHUGHQ

Abb. 9: Morphologischer Kasten von Partnerschaften

2.1.5 Identifizieren von Partnerschaftsansätzen

1DFKGHP LP YRUDQJHJDQJHQ 8QWHUDEVFKQLWW DXVIKUOLFK DXI GLH 9LHOIlOWLJNHLW GHU XQWHU VFKLHGOLFKHQ)RUPHQGHU=XVDPPHQDUEHLWHLQJHJDQJHQZXUGHJLOWHVLQGLHVHP8QWHUDE VFKQLWWP|JOLFKH3DUWQHUVFKDIWVDQVlW]HLQQHUKDOEGHU8QWHUQHKPXQJ]XLGHQWLIL]LHUHQ'LH 6XFKHQDFK.RRSHUDWLRQVDQVlW]HQVROONOlUHQZRHLQHSDUWQHUVFKDIWOLFKH=XVDPPHQDUEHLW VLQQYROO HUVFKHLQW *HHLJQHWHV ,QVWUXPHQW ]XU ,GHQWLILNDWLRQ YRQ 3DUWQHUVFKDIWVDQVlW]HQ ELHWHWGLH².0HWKRGHZHOFKH8QWHUQHKPHQHLQHV\VWHPDWLVFKH6XFKHQDFK3DUWQHU DQVlW]HQHUP|JOLFKW'LH0HWKRGHIRNXVVLHUWDXIGLHGUHL%HUHLFKH.HUQNRPSHWHQ]DQDO\VH 3DUWQHUVFKDIWVEHQFKPDUNLQJ XQG 3DUWQHUVFKDIWV]ZHFNDQDO\VH ,Q GHU .HUQNRPSHWHQ]DQD O\VHOLHJWGHU)RNXVDXIGHPHLJHQHP8QWHUQHKPHQ(VVROOHQGDEHL$NWLYLWlWHQLGHQWLIL ]LHUWZHUGHQDXIZHOFKHVLFKGLH8QWHUQHKPXQJNRQ]HQWULHUHQVROO,P$QVDW]GHV3DUW QHUVFKDIWVEHQFKPDUNV ZHUGHQ GLH EHVWHKHQGHQ 3DUWQHUNRQWDNWH EHZHUWHW 'LH 3DUWQHU VFKDIWV]ZHFNDQDO\VH]LHOWDXI]XNQIWLJH3DUWQHUVFKDIWHQDE(VVROOHQJH]LHOWQHXHSRWHQ]L DOWUlFKWLJH 3DUWQHUVFKDIWVDQVlW]H JHQHULHUW ZHUGHQ 'DQHEHQ EHLQKDOWHW GLHVH $QDO\VH GLH .XQGHQQXW]HQDQDO\VHXQGGLH.RPSOHPHQWlUSDUWQHUVXFKH

36 Vgl. Schuhmann; Hagenhoff (2004), S. 21.

Abb. 10: 3- K - Methode ³⁷

.HUQNRPSHWHQ]DQDO\VH

3UDKDOGXQG+DPHOQHQQHQGUHLZHVHQWOLFKH)DNWRUHQ]XU,GHQWLILNDWLRQYRQ.HUQNRPSH WHQ]HQÅ>$@FRUHFRPSHWHQFHSURYLGHVSRWHQWLDODFFHVVWRDYDULHW\RIPDUNHWV>@DFRUH FRPSHWHQFH VKRXOG PDNH D VLJQLILFDQWFRQWULEXWLRQ WR WKH SHUFHLYHGFXVWRPHU EHQHILW RI WKHHQGSURGXFWV>@DFRUHFRPSHWHQFHVKRXOGEHGLIILFXOWIRUFRPSHWLWLRUVWRLPLWDWH´

'LH .HUQNRPSHWHQ]HQ GHU 8QWHUQHKPXQJ KDEHQ HLQHQ PD‰JHEOLFKHQ (LQIOXVV DXI GHQ YRQ .XQGHQ XQG 3DUWQHUXQWHUQHKPHQ ZDKUJHQRPPHQHQ :HUW GHU 8QWHUQHKPXQJ 'LH .HUQNRPSHWHQ]DQDO\VHVROO.HUQNRPSHWHQ]HQGHU8QWHUQHKPXQJLGHQWLIL]LHUHQXQG$XI VFKOXVVGDUEHUJHEHQRE3UR]HVVHYRQGHU8QWHUQHKPXQJHLJHQVWlQGLJDXVJHIKUWRGHU EHVVHUDQDQGHUH8QWHUQHKPXQJHQYHUJHEHQZHUGHQ'LH$QDO\VHGHU.HUQNRPSHWHQ]HQ EDVLHUW DXI GHU %HZHUWXQJ GHU .ULWHULHQ (LQ]LJDUWLJNHLW 9LHOVHLWLJNHLW XQG 1XW]ZHUWLJNHLW XQGVROOEHUÅPDNHRUEX\²(QWVFKHLGXQJHQ´$XIVFKOXVVJHEHQ'DEHLJLEWGDV.ULWHUL XPGHU(LQ]LJDUWLJNHLWZLHGHULQZLHZHLW3URGXNWH'LHQVWOHLVWXQJHQRGHU3UR]HVVHGXUFK DQGHUHVXEVWLWXLHUEDUVLQG'LH9LHOVHLWLJNHLWJLEWDQREGLH.RPSHWHQ]LQYLHOHQ3URGXN WHQ'LHQVWOHLVWXQJHQRGHU3UR]HVVHQZLHGHUYHUZHQGHWZHUGHQNDQQ2EGLHHLQJHEUDFKWHQ .HUQNRPSHWHQ]HQ IU 3DUWQHUXQWHUQHKPHQ XQG .XQGHQ YRQ PD‰JHEOLFKHU %HGHXWXQJ VLQG ZLUG LQ GHU .DWHJRULH 1XW]ZHUWLJNHLW EHZHUWHW $QKDQG GLHVHU YRQ 8QWHUQHKPHQ EHZHUWHWHQ.DWHJRULHQODVVHQVLFK1RUPVWUDWHJLHQDOV9RUJHKHQVZHLVHQDEOHLWHQ

37 Quelle: Engelbrecht et al (2005), S. 144.

38 Prahald; Hamel (1990), S. 80.

Abb. 11: Analyse der Kernaktivitäten³⁹

:HQQDOOH.DWHJRULHQPLWÅKRFK´EHZHUWHWZHUGHQVROLHJWHLQH.HUQNRPSHWHQ]GHU8Q WHUQHKPXQJ YRU 'LHVH $NWLYLWlWHQ VROOHQ QLFKW DQ DQGHUH 8QWHUQHKPHQ VHL HV QXQ DQ 3DUWQHUXQWHUQHKPHQ RGHU 7UDQVDNWLRQVSDUWQHU DXVJHODJHUW ZHUGHQ (V LVW DEHU GXUFKDXV P|JOLFKGDVVGLH3DUWQHULQHLQHUUHGLVWULEXWLYHQ%H]LHKXQJJHPHLQVDPDQ.HUQNRPSHWHQ ]HQDUEHLWHQ'LH8QWHUQHKPXQJVROOVLFKVWDUNPLWRGHURKQH+LOIHGHV3DUWQHUVDXIGLHVH .HUQNRPSHWHQ]HQNRQ]HQWULHUHQ

)LQGHWVLFKQXUHLQHGHU.DWHJRULHQDOVÅQLHGULJ´EHZHUWHWZLHGHUVRVROOWHGLHVH$NWLYLWlW DXVJHODJHUWZHUGHQ0DQVSULFKWKLHUQLFKWPHKUYRQ.HUQNRPSHWHQ]GHU8QWHUQHKPXQJ VRQGHUQ YRQ 1HEHQDNWLYLWlWHQ ZHOFKH DXIJUXQG IHKOHQGHU :HUWLJNHLW GHU 8QWHUQHKPXQJ QLFKWHLJHQVWlQGLJGXUFKJHIKUWZHUGHQVROOHQ

/LHJWGLH%HZHUWXQJGHU.DWHJRULHQ]ZLVFKHQGHQ([WUHPDVROlVVWVLHVLFKQLFKWHLQGHXWLJ LQÅPDNHRUEX\´GLIIHUHQ]LHUHQ(VOLHJWVRPLWNHLQHNODUH1RUPVWUDWHJLHDOV9RUJHKHQVKLO IH YRU XQG HLQH(QWVFKHLGXQJ EHU ÅPDNH RU EX\´ VROO IU GHQ VSH]LHOOHQ)DOO JHWURIIHQ ZHUGHQ

8PIU3DUWQHUXQWHUQHKPHQDWWUDNWLY]XVHLQVROOWHGDV8QWHUQHKPHQEHUHLQGHXWLJLGHQ WLIL]LHUWH.HUQNRPSHWHQ]HQYHUIJHQ'DGLH/HLVWXQJVIlKLJNHLWHLQHV3DUWQHUV*UXQGIU HLQH P|JOLFKH )RUP GHU=XVDPPHQDUEHLW LVW RULHQWLHUHQ VLFK 8QWHUQHKPXQJHQ EHL LKUHU 6XFKHQDFK3DUWQHUQDQYRUKDQGHQHQ.HUQNRPSHWHQ]HQDP0DUNW

39 Quelle: Engelbrecht et al (2005), S. 146.

.RRSHUDWLRQVEHQFKPDUN

'DV 8QWHUQHKPHQ KDW IHVWJHOHJW DXI ZHOFKH 3UR]HVVH HV VLFK NRQ]HQWULHUW XQG ZLUG GLH YHUEOHLEHQGHQ3UR]HVVHYRQDQGHUHQ8QWHUQHKPHQGXUFKIKUHQODVVHQ'LHVHDXVJHODJHU WHQ3UR]HVVHNRPSOHWWLHUHQXQGHUJlQ]HQGLH/HLVWXQJGHU8QWHUQHKPXQJXQGHUP|JOLFKHQ VRHLQHJH]LHOWH.RQ]HQWUDWLRQDXIGLHHLJHQHQ6WlUNHQ

$EELOGXQJ YHUDQVFKDXOLFKW GHQ 3UR]HVV GHV %HQFKPDUNLQJ GHU 3DUWQHUXQWHUQHKPHQ 'DEHL VROOHQ GLH $QIRUGHUXQJHQ GHV 8QWHUQHKPHQV XQG GLH /HLVWXQJ GHU 3DUWQHU YHUJOL FKHQXQGDQVFKOLH‰HQGHLQHU%HZHUWXQJXQWHU]RJHQZHUGHQ)UGLH%HZHUWXQJGHU3DUW QHUVFKDIWHQZHUGHQ.H\3HUIRUPDQFH,QGLNDWRUHQZHOFKH$XIVFKOXVVEHUGLH%H]LH KXQJ GHU 3DUWQHUVFKDIW ZLHGHUJHEHQ DQJHZDQGW )U EHUHLWV EHVWHKHQGH 3DUWQHUVFKDIWHQ JLOWGDVVPDQHLQHVFKRQGXUFKODXIHQH/HUQNXUYHPLWGHP3DUWQHUXQWHUQHKPHQGXUFKOHEW KDW6RPLWJLOWHVEHLDXIWUHWHQGHQ3UREOHPHQGLHVHJHPHLQVDPPLWGHP3DUWQHUXQWHUQHK PHQ]XO|VHQXQGJHJHEHQHQIDOOVGDV3DUWQHUXQWHUQHKPHQ]XHQWZLFNHOQEHYRUEHUGLH 0|JOLFKNHLWGHV3DUWQHUZHFKVHOVQDFKJHGDFKWZHUGHQVROO(LQ:HFKVHOGHV3DUWQHUVLVWPLW HLQHPHQRUPHQ$XIZDQGIUGDV8QWHUQHKPHQYHUEXQGHQXQGNDQQGDKHUVHKUNRVWHQLQ WHQVLY VHLQ 6ROOWH HLQ :HFKVHO GHV 3DUWQHUXQWHUQHKPHQV XQXPJlQJOLFK VHLQ VROO 3DUDOOHO ]XP$XIEDXHLQHUQHXHU.RRSHUDWLRQGLHEHVWHKHQGH3DUWQHUVFKDIWDXIJHO|VWZHUGHQ

Abb. 12: Kooperationsbenchmark⁴⁰

3DUWQHUVFKDIWVQXW]HQDQDO\VH

'HU 1XW]HQ HLQHU 3DUWQHUVFKDIW VWHKW HQJ PLW GHQ LQ 8QWHUDEVFKQLWW EHVFKULHEHQHQ

*UQGHQ XQG 0RWLYHQ IU HLQH SDUWQHUVFKDIWOLFKH =XVDPPHQDUEHLW XQG PXVV LQGLYLGXHOO IUGLH8QWHUQHKPXQJIHVWJHOHJWXQGDQDO\VLHUWZHUGHQ'HU1XW]HQHLQHU3DUWQHUVFKDIW ZLUGGDGXUFKEHJUQGHWGDVVGXUFKDOOHLQLJHV9RUJHKHQGHV8QWHUQHKPHQVNHLQ=XJDQJ ]XGHQZHWWEHZHUEVHQWVFKHLGHQGHQ5HVVRXUFHQP|JOLFKZlUH(VLVWVRPLWHVVHQWLHOOEHU GHQ1XW]HQGHU3DUWQHUVFKDIW%HVFKHLG]XZLVVHQ,P$QVFKOXVVVROOEHUOHJWZHUGHQLQ ZHOFKHU)RUPGHU3DUWQHUEHLGHU5HDOLVLHUXQJGHV1XW]HQVKLOIUHLFKVHLQNDQQ$EELOGXQJ JLEWIUXQWHUVFKLHGOLFKH0RWLYHEHLVSLHOKDIWP|JOLFKH)RUPHQGHU.RRSHUDWLRQDQ

40 Quelle: Engelbrecht et al (2005), S. 147.

.RVWHQ VHQNHQ

4XDOLWlW VWHLJHUQ

3UR]HVVH EHVFKOHXQLJHQ

.RPSOH[LWlW UHGX]LHUHQ

)OH[LELOLWlW VWHLJHUQ

(LQNDXIV JHPHLQVFKDIWHQ

/LHIHUDQWHQ PDQDJPHQW

9HUWLNDOH 3DUWHUQVFKDIWHQ

)UHPGYHUJDEH YRQ$NWLYLWDHWHQ

+RUL]RQWDOH 3DUWQHUVFKDIWHQ

0DUNWOHLVWXQJV SDUWQHUVFKDIWHQ

9HUPDNUWXQJV SDUWQHUVFKDIWHQ

6HUYLFH SDUWQHUVFKDIWHQ

5 ' 3DUWQHUVFKDIWHQ

4XDOLIL]LHUXQJV SDUWQHUVFKDIWHQ

$QJHERW DXVZHLWHUQ

9HUPDUNWXQJ

YHUEHVVHUQ

6HUYLFH YHUEHVVHUQ

,QQRYDWLRQ EHVFKOHXQLJHQ

4XDOLILNDWLRQ

YHUEHVVHUQ

Abb. 13: Partnerschaftsnutzenanalyse ⁴¹

(VVROOXQWHUVXFKWZHUGHQREHLQH(UUHLFKXQJGHURELJJHQDQQWHQ1XW]HQDVSHNWHPLWHLQHU GLUHNWHQ(UK|KXQJGHV.XQGHQQXW]HQVHLQKHUJHKW6RNDQQGHU.XQGHEHLVSLHOVZHLVHPLW GHQJHJHEHQ3URGXNWOHLVWXQJHQGHU8QWHUQHKPXQJ]XIULHGHQVHLQVLFKDEHUHLQHVFKQHOOHUH 9RUJHKHQVZHLVHGHV8QWHUQHKPHQVZQVFKHQ,QGLHVHPNRQNUHWHQ)DOONDQQGXUFKHLQH YHUWLNDOH3DUWQHUVFKDIWHLQH%HVFKOHXQLJXQJGHU3UR]HVVHVWDWWILQGHQ'DGXUFKHUK|KWVLFK GLH .XQGHQ]XIULHGHQKHLW GHV $EQHKPHUV ZHOFKHV GLH 3RVLWLRQ GHV 8QWHUQHKPHQV DP 0DUNW VWlUNW 8QWHUQHKPHQ N|QQHQ GXUFK 3DUWQHUVFKDIWHQ GDV /HLVWXQJVVSHNWUXP HUK|

KHQXQGVR]XHLQHP0HKUZHUWDXI.XQGHQVHLWHEHLWUDJHQ

2.2. Die Produktentwicklung

'HU$EVFKQLWW3URGXNWHQWZLFNOXQJJLEWLPHUVWHQ7HLOHLQHNODUH'DUVWHOOXQJGHV%HJULIIV XQGGHU*OLHGHUXQJYRQ)RUVFKXQJXQG(QWZLFNOXQJZLHGHU$QVFKOLH‰HQGZLUGGLHKRKH

%HGHXWXQJ GHU 3URGXNWHQZLFNOXQJ DXI GLH GDUDQ IROJHQGHQ 3UR]HVVH GDUJHVWHOOW (V ZLUG ZHLWHUVDXIHIIL]LHQWH0D‰QDKPHQGHU3URGXNWHQZLFNOXQJKLQJHZLHVHQ'DUDXIEDVLHUHQG ZHUGHQ GHU 3URGXNWHQWZLFNOXQJVSUR]HVV XQG GHVVHQ ZHVHQWOLFKH 3KDVHQ JHVFKLOGHUW ,P OHW]WHQ8QWHUDEVFKQLWWGLHVHV7HLOVZLUGGDV90RGHOOXQGGHU'HVLJQ²7UDQVIHU3UR ]HVVGHU3URGXNWHQWZLFNOXQJGHWDLOOLHUWEHVFKULHEHQ$OOHJHVFKLOGHUWHQ%HUHLFKHVWHKHQLQ VWDUNHP.RQWH[WGHV3DUWQHUPDQDJHPHQWV(VZLUGGDKHUJH]LHOWLQGHQHLQ]HOQHQ%HUHL FKHQDXIGDV3DUWQHUPDQDJHPHQW%H]XJJHQRPPHQ

41 Quelle: Engelbrecht et al (2005), S. 148.

42 Vgl. Engelbrecht et al (2005), S. 143 ff.

2.2.1 Begriff und Gliederung der Forschung und Entwicklung

1HEHQ GHU $EJUHQ]XQJGHV %HJULIIV )RUVFKXQJ XQG (QWZLFNOXQJ KLOIW DXFK HLQH *OLHGH UXQJ GHU 7HLOEHUHLFKH XP GDV 9HUVWlQGQLV ]X HUK|KHQ 'HU %HJULII GHU )RUVFKXQJ XQG (QWZLFNOXQJLVWZHGHULQGHU3UD[LVQRFKLQGHU:LVVHQVFKDIWHLQKHLWOLFKGHILQLHUW-HGRFK LVWDOOHQ'HILQLWLRQHQJHPHLQVDPGDVV)RUVFKXQJXQG(QWZLFNOXQJVRZLHGHUHQYHUEXQGH QH$NWLYLWlWHQ]XP(UZHUEQHXHQ:LVVHQVIKUHQ(LQHVWDUNH9HUNQSIXQJPLWGHP%HJ ULIIGHU)RUVFKXQJXQG(QWZLFNOXQJILQGHWVLFKLP%HJULIIGHU,QQRYDWLRQZLHGHU,QQRYD WLYH8QWHUQHKPHQZHUGHQVLFKLQVEHVRQGHUHLP%HUHLFKGHU)RUVFKXQJXQG(QWZLFNOXQJ YRQLKUHQ.RQNXUUHQWHQXQWHUVFKHLGHQXQGVRQDFKKDOWLJ:HWWEHZHUEVYRUWHLOHHU]LHOHQ 1DFKIROJHQGH'HILQLWLRQHQHUOlXWHUQGHQ%HJULII

Å0LWGHP%HJULII)RUVFKXQJXQG(QWZLFNOXQJVLQG$NWLYLWlWHQXQG3UR]HVVHJHPHLQWGLH ]XQHXHQPDWHULHOOHQXQGRGHULPPDWHULHOOHQ*HJHQVWlQGHQIKUHQVROOHQ) (HUP|JOL FKHQ QHXHV QDWXU XQG LQJHQLHXUZLVVHQVFKDIWOLFKHV :LVVHQ XQG HU|IIQHQ QHXH $QZHQ GXQJVP|JOLFKNHLWHQIUYRUKDQGHQHV:LVVHQ´'LHLQGLHVHU'HILQLWLRQDQJHVSURFKHQHQ PDWHULHOOHQXQGRGHULPPDWHULHOOHQ*HJHQVWlQGHN|QQHQLPPDWHULHOOHV:LVVHQXQGWHFKQL VFKH'LHQVWOHLVWXQJVSUR]HVVHZLHDXFKPDWHULHOOH3URGXNWHVHLQ

Å)RUVFKXQJXQGH[SHULPHQWHOOH(QWZLFNOXQJ)X(LVWV\VWHPDWLVFKHVFK|SIHULVFKH$UEHLW ]XU(UZHLWHUXQJGHV.HQQWQLVVWDQGHVHLQVFKOLH‰OLFKGHU(UNHQQWQLVVHEHUGHQ0HQVFKHQ GLH .XOWXU XQG GLH *HVHOOVFKDIW VRZLH GHUHQ 9HUZHQGXQJ PLW GHP =LHO QHXH $QZHQ GXQJVP|JOLFKNHLWHQ]XILQGHQ´

'HU1HXKHLWVJUDGGHV*HJHQVWDQGHVNDQQMHQDFK%OLFNZLQNHOLQVXEMHNWLYHXQGREMHNWLYH 1HXKHLWXQWHUVFKLHGHQZHUGHQ2EMHNWLYH1HXKHLWOLHJWYRUZHQQGDV(UJHEQLVGHU)RU VFKXQJVXQG(QWZLFNOXQJVDNWLYLWlWHQHUVWPDOVLQGLHVHU)RUPHQWZLFNHOWZXUGH'LHVH$UW GHU)RUVFKXQJVXQG(QWZLFNOXQJVOHLVWXQJZLUGDOV:HOWQHXKHLWEH]HLFKQHW9RQVXEMHNWL YHU1HXKHLWZLUGJHVSURFKHQZHQQGLHHQWZLFNHOWH/HLVWXQJIUGLH(QWVFKHLGXQJVWUlJHU QHXLVW'DVHQWVSULFKWGDKHULP:HVHQWOLFKHQHLQHU%HWULHEVQHXKHLW

'LH XQWHUVFKLHGOLFKHQ )RUVFKXQJV XQG (QWZLFNOXQJVDNWLYLWlWHQ N|QQHQ EH]RJHQ DXI GLH

$QZHQGXQJLQ*UXQGODJHQIRUVFKXQJ7HFKQRORJLHHQWZLFNOXQJ9RUHQWZLFNOXQJXQG3UR GXNW XQG 3UR]HVVHQWZLFNOXQJ JHJOLHGHUW ZHUGHQ 1DFKIROJHQGH $EELOGXQJ YHUDQVFKDX OLFKWGLHVH3KDVHQGHU) (*OLHGHUXQJXQGYHUGHXWOLFKWGDEHLGDVVHLQHhEHUODSSXQJLP

$EODXIGHUMHZHLOLJHQ$NWLYLWlWHQEHVWHKW

43 Specht et al (2002), S. 14.

44 Rester (2000), S. 4.

Abb. 14: Gliederung der Forschung und Entwicklung⁴⁵

'LH*UXQGODJHQIRUVFKXQJ ULFKWHW VLFK LQ HUVWHU /LQLH DQ GLH *HZLQQXQJ QHXHU ZLVVHQ VFKDIWOLFKHUXQGWHFKQLVFKHU(UNHQQWQLVVHXQG(UIDKUXQJHQ'DEHLLVWGLH)RUVFKXQJQLFKW XQPLWWHOEDUDQGLHSUDNWLVFKH$QZHQGXQJRULHQWLHUW(VVROOKLHUEHLYRUDOOHPGDVQDWXUZLV VHQVFKDIWOLFKHXQGWHFKQLVFKH:LVVHQDXVJHZHLWHWZHUGHQXQDEKlQJLJGDYRQREGLHQHX HQWZLFNHOWHQ(UNHQQWQLVVHGHUZLUNOLFKHQ3UREOHPVWHOOXQJ]XU9HUIJXQJVWHKHQ'DKHULVW GLH *UXQGODJHQIRUVFKXQJ QLFKW DXI HLQ NRQNUHWHV ZLUWVFKDIWOLFKHV =LHO DXVJHOHJW (V VHL DXFK IHVWJHKDOWHQ GDVV QXU HLQ %UXFKWHLO GHU GXUFKJHIKUWHQ )RUVFKXQJVSURMHNWH IU GLH SUDNWLVFKH$QZHQGXQJYRQ%HGHXWXQJLVW'LH*UXQGODJHQIRUVFKXQJLVWGDKHULQGHUEH WULHEOLFKHQ3UD[LVQLFKWVRKlXILJDQ]XILQGHQZREHL8QWHUQHKPHQLP%HUHLFKGHU%LRWHFK QRORJLHVRZLH3KDUPD]LHGHXWOLFKPHKU*UXQGODJHQIRUVFKXQJGXUFKIKUHQDOVDQGHUH,Q GXVWULH]ZHLJH'LH*UXQGODJHQIRUVFKXQJIKUWQXUlX‰HUVWVHOWHQ]X(UJHEQLVVHQZHOFKH UHFKWOLFKJHVFKW]WZHUGHQN|QQHQ3ULPlUHV=LHOGHU*UXQGODJHQIRUVFKXQJLVWGDV*HQH ULHUHQXQGhEHUSU^IHQYRQ+\SRWKHVHQXQGWKHRUHWLVFKHQ(QWZUIHQ'LH*UXQGODJHQIRU VFKXQJ ELOGHW GLH %DVLV IU GDV DQZHQGXQJVRULHQWLHUWH :LVVHQ (V LVW GDEHL IHVW]XVWHOOHQ GDVVGLH$XIZHQGXQJHQIUGLH*UXQGODJHQIRUVFKXQJPLWGHU(QWZLFNOXQJGHVWHFKQLVFK QDWXUZLVVHQVFKDIWOLFKHQ :LVVHQV NRUUHOLHUHQ :HLO 8QWHUQHKPHQ DXV GHU *UXQGODJHQIRU VFKXQJ LQ GHQ PHLVWHQ )lOOHQ NHLQHQ GLUHNWHQ |NRQRPLVFKHQ 1XW]HQ HU]LHOHQ ZLUG GLH

*UXQGODJHQIRUVFKXQJSULPlUYRQ|IIHQWOLFKHQRGHUSULYDWHQ,QVWLWXWLRQHQEHWULHEHQ+LHU QHKPHQ 8QLYHUVLWlWHQ XQG +RFKVFKXOHQ HLQH EHVRQGHUH 6WHOOXQJ HLQ 'DUDXV UHVXOWLHUW GDVV8QWHUQHKPHQIUGLH*UXQGODJHQIRUVFKXQJEHVRQGHUVJXWH3DUWQHULP%HUHLFKGHU +RFKVFKXOHQXQG8QLYHUVLWlWHQYRUILQGHQ'LHVH,QVWLWXWLRQHQKDOWHQPHLVWHQRUPHV:LV VHQLQLKUHQVSH]LDOLVLHUWHQ%HUHLFKHQ(LQH=XVDPPHQDUEHLWNDQQGDKHUIUEHLGH3DUWHLHQ YRQJUR‰HU%HGHXWXQJVHLQ

8QWHU7HFKQRORJLHHQWZLFNOXQJODVVHQVLFKDOOH7lWLJNHLWHQXQG$NWLYLWlWHQVXEVXPLHUHQ GLH]XU*HZLQQXQJXQG(QWZLFNOXQJYRQ:LVVHQXQG)lKLJNHLWHQIKUHQGLHGHUSUDNWL VFKHQ/|VXQJGHV3UREOHPVGLHQHQ'LH/|VXQJGHV3UREOHPVZLUGGXUFKGLHHQWZLFNHOWH 7HFKQLN E]Z )lKLJNHLW HUOHLFKWHUW RGHU HUVW P|JOLFK JHPDFKW 8QWHU GLHVHQ 7HFKQLNHQ ILQGHQVLFK]%QHXHQWZLFNHOWH.RQ]HSWH7HFKQRORJLHQ0HWKRGHQRGHU7RROVZLHGHU

45 Vgl. Specht et al (2002), S. 15 ff.

'DEHLZLUGGLH7HFKQRORJLHHQWZLFNOXQJYRQSUDNWLVFKHQ(UIDKUXQJHQDQZHQGXQJVRULHQ WLHUWHP:LVVHQVRZLHGHU*UXQGODJHQIRUVFKXQJXQWHUVWW]W'DV(UJHEQLV GHU7HFKQROR JLHHQWZLFNOXQJ IKUW ]X :LVVHQ XQG )lKLJNHLWHQ ZHOFKH LQ GHU 3UD[LV ]XU $QZHQGXQJ NRPPHQ'DPLWLVWGDV=LHOGHU7HFKQRORJLHHQWZLFNOXQJGHU$XIEDXVRZLHGLH3IOHJHYRQ WHFKQRORJLVFKHQ/HLVWXQJHQXQGGHQGDPLWYHUEXQGHQHQWHFKQRORJLVFKHQ.HUQNRPSHWHQ ]HQ 'HU =ZHFN GHU $NWLYLWlW JUHQ]W GLH *UXQGODJHQIRUVFKXQJ PLW GHU 7HFKQRORJLHHQW ZLFNOXQJDE,QGHU7HFKQRORJLHHQWZLFNOXQJLVWHVGXUFKDXVQLFKWDXVJHVFKORVVHQGDVVGLH JHZRQQHQHQ (UNHQQWQLVVH HLQHQ ZHVHQWOLFKHQ %HLWUDJ ]XU 7KHRULH GHU *UXQGODJHQIRU VFKXQJEHLWUDJHQN|QQHQ6ROFKH(UJHEQLVVHVLQGDEHUQLFKWGDVSULPlUH=LHOGHU7HFKQR ORJLHQHWZLFNOXQJ

$XIJDEHGHU9RUHQWZLFNOXQJLVW

• GLH:HLWHUHQWZLFNOXQJYRQ7HFKQRORJLHQ

• GLH3UIXQJGHUWHFKQLVFKHQ8PVHW]EDUNHLWQHXHU7HFKQRORJLHQLQ3URGXNWH

• GLH 3UIXQJ GHU WHFKQLVFKHQ 8PVHW]EDUNHLW QHXHU 7HFKQRORJLHQ LQ 3URGXNWLRQV SUR]HVVH

• GLH'HILQLWLRQYRQ3URGXNWNRQ]HSWHQ

• GLH(UEULQJXQJYRQ)XQNWLRQVQDFKZHLVHQGXUFKGHQ%DXYRQ3URWRW\SHQ

,Q GHQ 9RUHQWZLFNOXQJVSURMHNWHQ ZHUGHQ WHFKQLVFK ULVLNRUHLFKH .RPSRQHQWHQ 0RGXOH XQG6\VWHPHHQWZLFNHOWZHOFKHLQGLHQlFKVWHRGHUEHUQlFKVWH*HQHUDWLRQGHU3URGXNWH HLQIOLH‰HQ'DEHLVWW]WVLFKGLH9RUHQWZLFNOXQJDXIDQZHQGXQJVRULHQWLHUWHVQDWXUZLVVHQ VFKDIWOLFKHVXQGWHFKQLVFKHV:LVVHQ

'LH $XIJDEH GHU3URGXNW XQG 3UR]HVVHQWZLFNOXQJ LVW HV NRQNUHWH 3URGXNWH XQG GLH GDPLWYHUEXQGHQHQ3UR]HVVHIUGLH+HUVWHOOXQJGHV3URGXNWHV]XHQWZLFNHOQ+LHUNRPPW HV ]XU 9HUNQSIXQJ GHU %HUHLFKH *UXQGODJHQIRUVFKXQJ 7HFKQRORJLHHQWZLFNOXQJ XQG 9RUHQWZLFNOXQJPLWGHQGHILQLHUWHQ$QIRUGHUXQJHQGHU0lUNWHXQGSRWHQWLHOOHP.XQGHQ 'DV (QGHUJHEQLV GHU 3URGXNWHQWZLFNOXQJ LVW GLH (LQIKUXQJ HLQHV JHlQGHUWHQ RGHU QHX HQWZLFNHOWHQ 3URGXNWV DP 0DUNW ZHOFKHV LQ 9HUELQGXQJ PLW GHQ QHX HQWZLFNHOWHQ XQG JHVWDOWHWHQ3URGXNWLRQVSUR]HVVHQVWHKW

8QWHUQHKPHQ N|QQHQ LQDOOHQ KLHU GDUJHVWHOOWHQ 3KDVHQ GHU )RUVFKXQJ XQG (QWZLFNOXQJ 3DUWQHUVFKDIWHQPLWDQGHUHQ8QWHUQHKPHQRGHU|IIHQWOLFKHQ,QVWLWXWLRQHQHLQJHKHQ'DEHL VLQGLQGHU3KDVHGHU*UXQGODJHQIRUVFKXQJ3DUWQHUVFKDIWHQPLW+RFKVFKXOHQXQGLQGHU 3KDVHGHU3URGXNWXQG3UR]HVVHQWZLFNOXQJ3DUWQHUVFKDIWHQPLW/LHIHUDQWHQDPKlXILJVWHQ LQGHUEHWULHEOLFKHQ3UD[LVDQ]XILQGHQ'LH:DKOGHUJHHLJQHWHQ3DUWQHULQGHQMHZHLOLJHQ 3KDVHQ GHU )RUVFKXQJ XQG (QWZLFNOXQJ LVW IU GLH 8QWHUQHKPHQ LQ GHU JHJHQZlUWLJHQ ZLUWVFKDIWOLFKHQ /DJH YRQ HVVHQWLHOOHU %HGHXWXQJ (V N|QQHQ VRPLW HQRUPH 3RWHQWLDOH GXUFK GLH 8QWHUVWW]XQJ JHHLJQHWHU 3DUWQHU DXIJHGHFNW XQG IU GDV HLJHQH 8QWHUQHKPHQ YHUZHQGHWZHUGHQ

2.2.2 Die Bedeutung der Produktentwicklung

'HU$EODXIGHU3URGXNWHQWZLFNOXQJLVWLQMHGHP8QWHUQHKPHQYHUVFKLHGHQDUWLJJHVWDOWHW

$OOH$EOlXIHKDEHQDEHUJHPHLQVDPGDVVGLH3KDVHGHU3URGXNWHQWZLFNOXQJLQQHUKDOEGHV 3URGXNWOHEHQV]\NOXVHV HLQH KHUDXVUDJHQGH 6WHOOXQJ HLQQLPPW 'LH ZHVHQWOLFKHQ *UQGH

46 Vgl. Specht et al (2002), S. 14 ff.