Value Chain Marketing: A Marketing Strategy to Overcome Immediate Customer Innovation Resistance

ISBN-13: 9783319384788 / Angielski / Miękka / 2016 / 259 str.

Stephanie Hintze

Opis

� 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.

Spis treści

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.

O autorze

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.

Blurb

​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.