Value Chain Marketing

Beschreibung

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.
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.
Uses a multi-method approach combining case study research with computational modeling Offers an in-depth discussion and elaboration as well as empirical explication and validation of the concept of Value Chain Marketing Provides real-world examples on how Value Chain Marketing can be implemented

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Stephanie Hintze

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Agent-based simulation Case study research Chemical industry Innovation marketing Multi-method case design Value chain

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