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Value chain marketing = a marketing strategy to overcome immediate customer innovation resistance /

Record Type:	Language materials, printed : Monograph/item
Title/Author:	Value chain marketing/ by Stephanie Hintze.
Reminder of title:	a marketing strategy to overcome immediate customer innovation resistance /
Author:	Hintze, Stephanie.
Published:	Cham :Springer International Publishing : : 2015.,
Description:	xx, 259 p. :ill., digital ; : 24 cm.;
Contained By:	Springer eBooks
Subject:	New products - Marketing. -
Online resource:	http://dx.doi.org/10.1007/978-3-319-11376-0
ISBN:	9783319113760 (electronic bk.)

Value chain marketing = a marketing strategy to overcome immediate customer innovation resistance /
Hintze, Stephanie.

Value chain marketinga marketing strategy to overcome immediate customer innovation resistance /[electronic resource] :by Stephanie Hintze. - Cham :Springer International Publishing :2015. - xx, 259 p. :ill., digital ;24 cm. - Contributions to management science,1431-1941. - Contributions to management science..

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.

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.

ISBN: 9783319113760 (electronic bk.)

Standard No.: 10.1007/978-3-319-11376-0doiSubjects--Topical Terms:

576304
New products
--Marketing.

LC Class. No.: HF5415.153

Dewey Class. No.: 658.5

Value chain marketing = a marketing strategy to overcome immediate customer innovation resistance /
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