Value Chain Marketing

A Marketing Strategy to Overcome Immediate Customer Innovation Resistance

Stephanie Hintze (Autor)

Buch | Softcover

XX, 259 Seiten

2016 | Softcover reprint of the original 1st ed. 2015
Springer International Publishing (Verlag)
9783319384788 (ISBN)

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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.

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.

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.

Erscheinungsdatum	05.03.2022
Reihe/Serie	Contributions to Management Science
Zusatzinfo	XX, 259 p. 91 illus.
Verlagsort	Cham
Sprache	englisch
Maße	155 x 235 mm
Gewicht	428 g
Themenwelt	Mathematik / Informatik ► Informatik ► Theorie / Studium
	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
	Wirtschaft ► Betriebswirtschaft / Management ► Unternehmensführung / Management
Schlagworte	3D graphics and modelling • agent-based simulation • business and management • Case Study Research • Chemical Industry • Industrial applications of scientific research and • Innovation Marketing • Innovation/Technology Management • Marketing • Market Research • Multi-method case design • Research and Development Management • Sales and Marketing • Simulation and modeling • Value Chain
ISBN-13	9783319384788 / 9783319384788
Zustand	Neuware