Value chain marketing [electronic resource] : a marketing strategy to overcome immediate customer innovation resistance / Stephanie Hintze.

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Value chain marketing [electronic resource] : a marketing strategy to overcome immediate customer innovation resistance / Stephanie Hintze.

9783319113760 electronic book
3319113763 electronic book
9783319113753

Cham : Springer, 2015.

English

1 online resource (xx, 259 pages) : illustrations.

10.1007/978-3-319-11376-0 doi

HF5415.153

658.5

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.

"Doctoral thesis, Hamburg University of Technology, 2014."

Includes bibliographical references.

Access limited to authorized users.

Online resource; title from PDF title page (SpringerLink, viewed January 13, 2015).

Contributions to management science.

Print version: 9783319113753

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