Value Chain Marketing A Marketing Strategy to Overcome Immediate Customer Innovation Resistance /

• Κύριος συγγραφέας: Hintze, Stephanie (Συγγραφέας)
• Συγγραφή απο Οργανισμό/Αρχή: SpringerLink (Online service)
• Μορφή: Ηλεκτρονική πηγή Ηλ. βιβλίο
• Γλώσσα: English
• Έκδοση: Cham : Springer International Publishing : Imprint: Springer, 2015.
• Σειρά: Contributions to Management Science,
• Θέματα: Business.; Marketing.; Management.; Industrial management.; Computer simulation.; Business and Management.; Innovation/Technology Management.; Simulation and Modeling.

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...

Πίνακας περιεχομένων:

• 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.