Value Chain Marketing A Marketing Strategy to Overcome Immediate Customer Innovation Resistance
Titre:
Value Chain Marketing A Marketing Strategy to Overcome Immediate Customer Innovation Resistance
ISBN (Numéro international normalisé des livres):
9783319113760
Auteur personnel:
Edition:
1st ed. 2015.
PRODUCTION_INFO:
Cham : Springer International Publishing : Imprint: Springer, 2015.
Description physique:
XX, 259 p. 91 illus. online resource.
Collections:
Contributions to Management Science,
Table des matières:
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.
Extrait:
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.
Auteur collectif ajouté:
Accès électronique:
Full Text Available From Springer Nature Business and Economics 2015 Packages
Langue:
Anglais