TY  - BOOK
AU  - Hintze,Stephanie
ED  - SpringerLink (Online service)
TI  - Value Chain Marketing: A Marketing Strategy to Overcome Immediate Customer Innovation Resistance 
T2  - Contributions to Management Science,
SN  - 9783319113760
AV  - HF5410-5417.5 
U1  - 658.8 23
PY  - 2015///
CY  - Cham
PB  - Springer International Publishing, Imprint: Springer
KW  - Economics
KW  - Computer simulation
KW  - Marketing
KW  - Economics/Management Science
KW  - Innovation/Technology Management
KW  - Simulation and Modeling
N1  - 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
N2  - 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
UR  - http://dx.doi.org/10.1007/978-3-319-11376-0
ER  -