Value chain marketing : a marketing strategy to overcome immediate customer innovation resistance
著者
書誌事項
Value chain marketing : a marketing strategy to overcome immediate customer innovation resistance
（Contributions to management science）
Springer, c2015
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注記
Originally presented as the author's thesis (doctoral) -- Hamburg University of Technology, 2014
Includes bibliographical references
内容説明・目次
内容説明
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.
目次
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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