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Wenn du den Feind und dich selbst kennst brauchst du den Ausgang von hundert Schlachten nicht zu fürchten Wenn du dich selbst kennst doch nicht den Feind wirst du für jeden Sieg den du erringst eine Niederlage erleiden Wenn du weder den Feind noch dich selbst kennst wirst du in jeder Schlacht unterliegen Sunzi Diese anschaulichen Aussagen wurden vor mehr als 2500 Jahren von dem geheimnisvollen Kriegerphilosophen Sunzi getroffen dessen Werk Die Kunst des Krieges vielleicht auch heute noch das weltweit meistgeschätzte und einflussreichste Buch über Strategie ist Sunzi beschreibt darin wie mit der geeigneten Strategie ein Sieg errungen werden kann durch das Verstehen der äußeren Bedingungen und der Macht des Gegners durch den Aufbau unbezwingbarer Stärke und durch den Einsatz von Psychologie und überzeugender Kommunikation Diese strategischen Erfolgsfaktoren sind in ihrer Allgemeingültigkeit und Zeitlosigkeit auf viele Problemstellungen der Moderne anwendbar Im Bereich unterhaltender Tanz und Musikveranstaltungen werden derzeit eine Vielzahl von Konzepten angeboten die oft einem intuitivem Planungsansatz folgen Sie können meist nur Expost anhand ihrer Handlungswirkungen strategisch beurteilt werden In der Summe besteht diese Form der Planung lediglich aus einer ausführlichen operativen Analyse aller Elemente der Veranstaltungsinszenierung wie Inhalt Location Technik und ähnelt daher nur zu oft einer SichSelbstErfüllendenProphezeiung bei der ausdauernd darauf gewartet wird dass das eintritt worauf man hofft Da Veranstaltungsunternehmen vielfach das Strategische Management im Sinne eines systematischen Prozesses unterschätzen wird diese Arbeit aufzeigen dass eine Exante orientierte Gestaltung sowohl auf der Unternehmensebene als auch auf der Geschäftsfeldebene den Erfolg untermauert und dass selbst ein unbekannter Markt mit eigenen Regeln sinnvoll bearbeitet werden kann Dazu werden die generischen Aspekte des Strategischen M
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