{"id":12078,"date":"2019-10-29T17:02:20","date_gmt":"2019-10-29T17:02:20","guid":{"rendered":"https:\/\/www.sisinternational.com\/harnessing-perceptions-in-b2b-markets\/"},"modified":"2026-01-27T15:24:09","modified_gmt":"2026-01-27T20:24:09","slug":"wahrnehmungen-in-b2b-markten-nutzen","status":"publish","type":"post","link":"https:\/\/www.sisinternational.com\/de\/wahrnehmungen-in-b2b-markten-nutzen\/","title":{"rendered":"B2B Stakeholder-Marktforschung"},"content":{"rendered":"<figure class=\"gb-block-image gb-block-image-e0022755\"><img loading=\"lazy\" decoding=\"async\" width=\"1456\" height=\"816\" class=\"gb-image gb-image-e0022755\" src=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/B2Bjpg-3.jpg\" alt=\"SIS International Marktforschung &amp; Strategie\" title=\"B2Bjpg (3)\" srcset=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/B2Bjpg-3.jpg 1456w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/B2Bjpg-3-300x168.jpg 300w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/B2Bjpg-3-1024x574.jpg 1024w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/B2Bjpg-3-768x430.jpg 768w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/B2Bjpg-3-18x10.jpg 18w\" sizes=\"auto, (max-width: 1456px) 100vw, 1456px\"><\/figure>\n\n\n\n<p><\/p>\n\n\n<h2>Auf Business-to-Business-M\u00e4rkten wird h\u00e4ufig die Bedeutung der Meinung und Wahrnehmung der B2B-Stakeholder au\u00dfer Acht gelassen.<\/h2>\n<p>Understanding perception is crucial as it impacts investment decisions, the willingness of supply chain stakeholders to work together and countless daily activities dependent on having consistent perceptions.\u00a0 In today&#8217;s B2B markets, perceptions are enhanced, developed, and sustained through the following channels.<\/p>\n<ul>\n<li><strong>B2B-Handels- und Nachrichtenseiten<\/strong><\/li>\n<li><strong>Reisen &amp; Konferenzen<\/strong><\/li>\n<li><strong>B2B-Blogs und -Foren<\/strong><\/li>\n<li><strong>B2B Soziale Netzwerke<\/strong><\/li>\n<li><strong>Virale Medien<\/strong><\/li>\n<li><strong>Konformit\u00e4t<\/strong><\/li>\n<li><strong>Kultur<\/strong><\/li>\n<li><strong>Influencer, Key Opinion Leaders und Referenzpersonen<\/strong><\/li>\n<\/ul>\n<h2>Referential leaders are stakeholders with significant relevance on an individual\u2019s evaluations, aspirations, or behavior.<\/h2>\n<p>In B2B-M\u00e4rkten k\u00f6nnen dies wichtige Meinungsf\u00fchrer, Vorgesetzte bei der Arbeit, Branchenautoren und andere sein. Sie verf\u00fcgen \u00fcber starke Formen der \u00dcberzeugung und \u201eMacht\u201c, darunter<\/p>\n<ul>\n<li><strong>Informationsmacht:<\/strong> A person who has access to elusive information can influence<\/li>\n<li><strong>Expertenkraft:<\/strong> An expert\u2019s recommendation can influence<\/li>\n<li><strong>Belohnungskraft:<\/strong> A person\u2019s ability to reward (such as a promotion or social approval) can influence<\/li>\n<li><strong>Referenzmacht:<\/strong> A mere recommendation can influence<\/li>\n<\/ul>\n<p>Der Einflussgrad der referenziellen F\u00fchrungskr\u00e4fte variiert mit der Wirkung dieser F\u00fchrungskr\u00e4fte auf Stakeholder, die die Wahrnehmung einer Marke beeinflussen. Bei der Bestimmung des Einflusses von Influencern untersucht SIS International normalerweise Folgendes:<\/p>\n<ul>\n<li><strong>Marktreichweite<\/strong> \u2013 die Anzahl der Personen, mit denen eine Person Kontakt aufnehmen kann.<\/li>\n<li><strong>Qualit\u00e4t der Wirkung<\/strong> \u2013 die Wertsch\u00e4tzung, die den Ansichten und Meinungen einer Person entgegengebracht wird.<\/li>\n<li><strong>H\u00e4ufigkeit der Auswirkungen<\/strong> \u2013 die Anzahl der M\u00f6glichkeiten einer Einzelperson, Kaufentscheidungen zu beeinflussen.<\/li>\n<li><strong>N\u00e4he zur Entscheidung<\/strong> \u2013 wie nahe eine Person dem Entscheidungstr\u00e4ger steht.<\/li>\n<li><strong>Glaubw\u00fcrdigkeit der Quelle<\/strong> \u2013 wie viele Zweifel im Kopf bleiben.<\/li>\n<\/ul>\n<h2>Kulturelle Unterschiede<\/h2>\n<p>When dealing with perception, it is often helpful for companies to understand not only what the perceptions are, but also what they are based on. \u00a0Building on this idea, it is further helpful to understand how perceptions are diffused within a group of stakeholders. Depending on the culture, perceptions are derived from the following forms of knowledge:<\/p>\n<ul>\n<li>Einfluss aus angesehener Quelle<\/li>\n<li>Pers\u00f6nliche Erfahrung<\/li>\n<li>Intuition<\/li>\n<li>Empirische Evidenz<\/li>\n<\/ul>\n<p>While for example, Germans and US Americans tend to culturally regard empirical knowledge as the most important form of insight, Brazilians may attribute more credibility to a \u201creferential leader\u201d such as a respected person.\u00a0\u00a0Applying this insight to a <a href=\"https:\/\/www.sisinternational.com\/de\/fallstudien\/\" title=\"Fallstudien\"  data-wpil-monitor-id=\"8105\">market research study<\/a>, it could mean crafting a flexible research design that can elicit core insights on how perceptions are diffused within each country.\u00a0 For example, in Mexico, a <a href=\"https:\/\/www.sisinternational.com\/de\/sachverstand\/branchen\/losungen-fur-die-marktforschung-im-gesundheitswesen\/\" title=\"Marktforschungsunternehmen f\u00fcr das Gesundheitswesen\"  data-wpil-monitor-id=\"8106\">market research firm<\/a> can focus on how stakeholders build perceptions, be it through intuition, personal experience, influencers, or empirical information.\u00a0\u00a0<a href=\"https:\/\/www.sisinternational.com\/de\/abdeckung\/europa\/marktforschung-liverpool-grosbritannien\/\" title=\"Marktforschung in Liverpool | Fokusgruppen und Datenerfassung in Gro\u00dfbritannien\"  data-wpil-monitor-id=\"8107\">Research firms can incorporate into their data<\/a> gathering approach how the 4 forms of knowledge contribute to the diffusion of perceptions.<\/p>\n<h2>Von wichtigen Meinungsf\u00fchrern, die die Wahrnehmung pr\u00e4gen k\u00f6nnen, wird letztlich erwartet, dass sie \u00fcber die folgenden Eigenschaften verf\u00fcgen:<\/h2>\n<ul>\n<li>Beteiligt<\/li>\n<li>In Verbindung gebracht<\/li>\n<li>Einflussreich<\/li>\n<li>Von anderen vertraut<\/li>\n<li>Trendsetter<\/li>\n<\/ul>\n<p>By understanding and harnessing these notions, <a href=\"https:\/\/www.sisinternational.com\/de\/komplexitat-des-b2b-marketings\/\" title=\"Was ist B2B-Marketing?\"  data-wpil-monitor-id=\"7344\">marketers can better interact with their B2B<\/a> stakeholders.<\/p>\n<p>\u00a0<\/p>","protected":false},"excerpt":{"rendered":"<p>Business-to-Business Markets often miss the importance of opinion and perception among B2B stakeholders. Understanding perception is crucial as it impacts investment decisions, the willingness of supply chain stakeholders to work together and countless daily activities dependent on having consistent perceptions.\u00a0 In today&#8217;s B2B markets, perceptions are enhanced, developed, and sustained through the following channels. B2B &#8230; <a title=\"B2B Stakeholder-Marktforschung\" class=\"read-more\" href=\"https:\/\/www.sisinternational.com\/de\/wahrnehmungen-in-b2b-markten-nutzen\/\" aria-label=\"Weitere Informationen \u00fcber B2B Stakeholder Market Research\">Weiterlesen \u2026<\/a><\/p>","protected":false},"author":1,"featured_media":62381,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[296],"tags":[],"class_list":["post-12078","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-branding-thought-leadership","generate-columns","tablet-grid-50","mobile-grid-100","grid-parent","grid-50"],"_links":{"self":[{"href":"https:\/\/www.sisinternational.com\/de\/wp-json\/wp\/v2\/posts\/12078","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sisinternational.com\/de\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.sisinternational.com\/de\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/de\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/de\/wp-json\/wp\/v2\/comments?post=12078"}],"version-history":[{"count":5,"href":"https:\/\/www.sisinternational.com\/de\/wp-json\/wp\/v2\/posts\/12078\/revisions"}],"predecessor-version":[{"id":81364,"href":"https:\/\/www.sisinternational.com\/de\/wp-json\/wp\/v2\/posts\/12078\/revisions\/81364"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/de\/wp-json\/wp\/v2\/media\/62381"}],"wp:attachment":[{"href":"https:\/\/www.sisinternational.com\/de\/wp-json\/wp\/v2\/media?parent=12078"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.sisinternational.com\/de\/wp-json\/wp\/v2\/categories?post=12078"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.sisinternational.com\/de\/wp-json\/wp\/v2\/tags?post=12078"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}