Value Chain Marketing
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.
| Autor: | Hintze, Stephanie |
|---|---|
| ISBN: | 9783319113753 |
| Sprache: | Englisch |
| Seitenzahl: | 259 |
| Produktart: | Gebunden |
| Verlag: | Springer International Publishing |
| Veröffentlicht: | 14.01.2015 |
| Untertitel: | A Marketing Strategy to Overcome Immediate Customer Innovation Resistance |
| Schlagworte: | Agent-based simulation Case study research Chemical industry Innovation marketing Multi-method case design Value chain |
Stephanie Hintze graduated under the supervision of Prof. Dr. Christian Lüthje at Hamburg University of Technology (TUHH). She worked at the Institute of Innovation Marketing.