Operating mode

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A form of business (less common business form ) as a manifestation of businesses , namely trading businesses , which is created through classification or typology .

classification

The classification differentiates between establishments without overlapping on the basis of an exclusive or predominantly characteristic feature. Large companies , medium-sized companies and small companies can be distinguished from one another and statistically recorded according to a quantity characteristic (e.g. employees , capital , sales revenue , sales area or the like).

Typology

For a differentiated, concise delimitation of the different manifestations of production companies and of companies in the wholesale and retail trade, the typology , typological formation of forms, is suitable.

When operating typology in which it is business administration systematization of companies identified by means of various forms of basic structural features. This enables the identification of similar companies and makes the comparability between them ( company comparison ) transparent.

Two, three or more type-forming (quantitative and / or qualitative) characteristics are combined and then jointly characterize the type of business (type of business). Different types of farms may overlap in one or a few characteristics, but differ in one or a few others.

The different types of businesses, which are constantly emerging in new variations, are an expression of the intense competition in stationary retail . Every trading company faces a twofold competitive situation: in competition with businesses of the same type of business ( intra-formal competition ) and in competition with businesses of other types of business ( inter-formal competition ).

Morphological box

The schematic classification of different types of farms can be done using a morphological box , which in the following example refers to production farms . In this two-dimensional construct, the relevant features and their characteristics are structured.

feature Characteristic expression
Order initiation type Production to order with individual orders Production to order with framework agreements customer-anonymous pre-production / customer-order-related final production Production in stock
Range of products Products according to customer specifications standardized products with customer-specific variants Standard products with variants Standard products without variants
Product structure multi-part products with a complex structure multi-part products with a simple structure small part products
Determination of product / component requirements needs-oriented at the product level partly expected / partly needs-oriented at component level expectation-oriented at component level expectation-oriented at product level consumption-oriented at product level
Triggering the secondary demand order-oriented partly order-oriented / partly period-oriented period-oriented
Procurement type extensive external reference External procurement on a larger scale External reference insignificant
Storage no stockpiling of required items Stocking of requirement items on lower structural levels Stocking of requirement items on upper structural levels Stocking of products
Production type One-time production Individual and small series production Series production Mass production
Process type in parts production Workshop production Island manufacturing Serial production Assembly line production
Process type in assembly Construction site assembly Group assembly Row assembly Flow assembly
Manufacturing structure Manufacturing with a low degree of structuring Production with a medium degree of structuring Manufacturing with a high degree of structuring
Customer change influences during production Change influences on a larger scale Influences of change occasionally Change influences insignificant

Exemplary illustration of a company

A specific production company is represented in the system by a certain characteristic expression in each line of the morphological box. It is possible that several of the available characteristics with regard to a criterion apply to a certain company. Several entries in a line are then marked accordingly.

feature Characteristic expression
Order initiation type Production to order with individual orders Production to order with framework agreements customer-anonymous pre-production / customer-order-related final production Production in stock
Range of products Products according to customer specifications standardized products with customer-specific variants Standard products with variants Standard products without variants
Product structure multi-part products with a complex structure multi-part products with a simple structure small part products
Determination of product / component requirements needs-oriented at the product level partly expected / partly needs-oriented at component level expectation-oriented at component level expectation-oriented at product level consumption-oriented at product level
Triggering the secondary demand order-oriented partly order-oriented / partly period-oriented period-oriented
Procurement type extensive external reference External procurement on a larger scale External reference insignificant
Storage no stockpiling of required items Stocking of requirement items on lower structural levels Stocking of requirement items on upper structural levels Stocking of products
Production type One-time production Individual and small series production Series production Mass production
Process type in parts production Workshop production Island manufacturing Serial production Flow production
Process type in assembly Construction site assembly Group assembly Row assembly Flow assembly
Manufacturing structure Manufacturing with a low degree of structuring Production with a medium degree of structuring Manufacturing with a high degree of structuring
Customer change influences during production Change influences on a larger scale Influences of change occasionally Change influences insignificant

Importance for trade management

For trade management, the choice of the type of business (or different types of business within a company or group), its variation or its addition to other types of business represent an important strategic decision. Retail groups, larger chain stores and retail groups sometimes operate several types of business (better: business types) at the same time, for example hypermarkets , specialist markets , discount markets and online trading . In the retail trade, new types of business can be developed through a new combination of type-forming features, traditional and new features - a strategic challenge for modern retail marketing ( business type innovation ). For example, an innovative type of operation could be realized from the traditional forms of operation, vending machines, special bookstores and mobile shops, simply by combining them: a mobile paperback machine.

Wholesaling or retailing is usually a type of business with overlapping individual type-forming elements. In the literature and in practice, the type of establishment and establishment type are mostly used synonymously. So far, however, no uniform definition has been able to prevail. In the business administration of the trade it has occasionally been suggested to apply the term type of business to the position of a business in the distribution chain between primary producer and consumer. H. at which economic level the trading company is; and the term type of establishment would be used to denote the position within an economic level. This distinction is inexpedient, however, since some types of business do not belong to just one economic level, cannot be clearly assigned to an economic level (such as e-commerce ) or represent another hybrid form (e.g. craft trade or commission trade).

Possible type-defining characteristics are: branch of industry , type of service , company size , legal form and predominant production factor .

Examples

Business forms of retail trade

(Selection from ACNielsen and Hans-Otto Schenk :)

Business forms of wholesale

Effects of the types of business

  • Agglomeration effect
  • Coupling effect
  • Destination effect
  • Competitive effect : Each type of trading company (according to Schenk) enters into a double competitive relationship , a) with competitors of the same type of business ( intra-formal competition ), b) with competitors of other types of business ( interformal competition ). Depending on market transparency and buyer behavior, specific competitive effects, competitive advantages or disadvantages can be associated with this. For example, a specialty shop not only competes with other local specialty shops (with a similar level of service and cost), but also with department stores and discounters - with the nationwide mail order business and online trading anyway. In the case of articles of the same type, the specialist shop is exposed to tougher price competition with discounters, provided that consumers compare the prices. Their conclusions on supposedly "excessive" specialist retail prices must be counteracted by adjusting or undercutting prices (for example through special offers ).

literature

  • Hans Jung: General Business Administration . 10th edition, Oldenbourg 2006, pp. 13ff., ISBN 3486580493 .
  • Wolfgang Korndörfer: General business administration . Structure, process, leadership, management. 13th edition, Gabler 2003, pp. 5ff., ISBN 3409120483 .
  • Karl Kurb : Production planning and control. Methodological basics of PPS systems and extensions . 5th edition, Munich 2003, p. 32ff.
  • Hans-Otto Schenk: Market Economics of Commerce , Wiesbaden 1991, ISBN 3-409-13379-8 .
  • Hans-Otto Schenk: E-Commerce and Internet Trade - A Typological Clarification , in: Handelsforschung 2001/02, ed. by Volker Trommsdorff, Cologne 2002, pp. 25–50. ISBN 3-935118-38-4 .
  • Hans-Otto Schenk: Psychology in Commerce , 2nd edition, Munich / Vienna 2007, ISBN 978-3-486-58379-3 .

Web links

Individual evidence

  1. ↑ Günter Wöhe / Ulrich Döring , Introduction to General Business Economics, 2013, p. 30
  2. ↑ Hans-Otto Schenk: The importance of the operating forms for the specific competition in the trade . In: Yearbook of Sales and Consumption Research, IV. Quarterly Bulletin 1966.
  3. ↑ a b Gerrit Sames / Winfried Büdenbender, Aachen PPS model. The morphological feature scheme , special print 4/90, 7th edition, Research Institute for Rationalization at RWTH Aachen University 1998.
  4. ↑ Definitions according to ACNielsen (p. 13)
  5. ↑ Hans-Otto Schenk, Marktwirtschaftslehre des Handels , Wiesbaden 1991, pp. 158–163