Value Chain Marketing
Hintze, Stephanie.
Value Chain Marketing A Marketing Strategy to Overcome Immediate Customer Innovation Resistance / [electronic resource] : by Stephanie Hintze. - Cham : Springer International Publishing : Imprint: Springer, 2015. - XX, 259 p. 91 illus. online resource. - Contributions to Management Science, 1431-1941 . - Contributions to Management Science, .
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.
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.
9783319113760
10.1007/978-3-319-11376-0 doi
Economics.
Computer simulation.
Marketing.
Economics/Management Science.
Marketing.
Innovation/Technology Management.
Simulation and Modeling.
HF5410-5417.5
658.8
Value Chain Marketing A Marketing Strategy to Overcome Immediate Customer Innovation Resistance / [electronic resource] : by Stephanie Hintze. - Cham : Springer International Publishing : Imprint: Springer, 2015. - XX, 259 p. 91 illus. online resource. - Contributions to Management Science, 1431-1941 . - Contributions to Management Science, .
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.
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.
9783319113760
10.1007/978-3-319-11376-0 doi
Economics.
Computer simulation.
Marketing.
Economics/Management Science.
Marketing.
Innovation/Technology Management.
Simulation and Modeling.
HF5410-5417.5
658.8