Branded Component Strategies Ingredient Branding in B2B Markets /

• Main Author: Worm, Stefan (Author)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic eBook
• Language: English
• Published: Wiesbaden : Gabler Verlag, 2012.
• Subjects: Business.; Marketing.; Business and Management.

In the quest for better differentiation of their products, many firms in B2B markets have started to systematically invest in brand building. Stefan Worm analyzes how component supplier brand strength among original equipment manufacturers’ (OEMs’) customers affects component suppliers’ market perfo...