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Business & Management - Marketing | Value Chain Marketing - A Marketing Strategy to Overcome Immediate Customer Innovation Resistance

Value Chain Marketing

A Marketing Strategy to Overcome Immediate Customer Innovation Resistance

Hintze, Stephanie

2015, XX, 259 p. 91 illus.

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  • 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
​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.

Content Level » Research

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

Related subjects » Innovation - Technology Management - Marketing - Theoretical Computer Science

Table of contents 

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.

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