Value chain marketing : a marketing strategy to overcome immediate customer innovation resistance
Author(s)
Bibliographic Information
Value chain marketing : a marketing strategy to overcome immediate customer innovation resistance
（Contributions to management science）
Springer, c2015
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Note
Originally presented as the author's thesis (doctoral) -- Hamburg University of Technology, 2014
Includes bibliographical references
Description and Table of Contents
Description
Value Chain Marketing (VCM) is a promising strategy to overcome immediate customers' innovation resistance. By pursuing VCM, material suppliers enlarge their target group beyond their immediate customers and address their downstream customers as well. Treading on relatively unexplored grounds, this book explores the relevance of VCM and comprehends its process; identifies the critical factors for suppliers' marketing success, and compares the performance of VCM trials, using a multi-method design linking case study research and computational modeling.
Table of Contents
Focus and Scope: Introduction.- Conceptual and Methodological Foundation: Dealing with Value Chains.- Marketing Supplier Innovations.- Research Design and Methodology.- Qualitative Studies: Pilot Study.- Case Study.- Computational Modeling: Agent-Based Simulation Study.- Integrating Findings: Discussion of Findings.- Conclusions.- Appendix: Details - Pilot Study.- Details - Case Study.- Details - Agent-Based Simulation Study.
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