Hintze Value Chain Marketing

A Marketing Strategy to Overcome Immediate Customer Innovation Resistance
1. Auflage 2014
ISBN: 978-3-319-11376-0
Verlag: Springer International Publishing
Format: PDF
Kopierschutz: 1 - PDF Watermark

E-Book, Englisch, 259 Seiten, eBook

Reihe: Contributions to Management Science

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.

Zielgruppe

Research

Autoren/Hrsg.

Hintze, Stephanie

Inhaltsverzeichnis

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.

Über Autor(innen)

Stephanie Hintze graduated under the supervision of Prof. Dr. Christian Lüthje at Hamburg University of Technology (TUHH). She worked at the Institute of Innovation Marketing.