Does Multi-stage Marketing Pay?

1. Front Matter

   Pages I-XVII

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2. Introduction

   • Alejandro-Marcel Schönhoff

   Pages 1-4

3. MSM and its consequences

   • Alejandro-Marcel Schönhoff

   Pages 5-40

4. Effect mechanisms of MSM

   • Alejandro-Marcel Schönhoff

   Pages 41-85

5. Research methodology

   • Alejandro-Marcel Schönhoff

   Pages 87-133

6. Results and hypotheses assessment

   • Alejandro-Marcel Schönhoff

   Pages 135-198

7. Discussion and outlook

   • Alejandro-Marcel Schönhoff

   Pages 199-216

8. Back Matter

   Pages 217-283

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Some scholars propose that the concept of market orientation needs to be extended to encompass a company’s indirect customers too. In an action-oriented perspective, this extended market orientation implies the notion of multistage marketing (MSM). For B‑to‑B settings, MSM entails the expanded consideration of both direct and indirect customers; it also provides the necessary capabilities to implement such a market orientation. In this study, Alejandro-Marcel Schönhoff presents a scenario-based experiment, using limit conjoint analysis, to establish an empirical basis for measuring the potential effects of different MSM types on direct customers’ willingness to pay and other key outcome variables. The results show, among other things, that collaborative MSM exerts a positive effect on willingness to pay, whereas non collaborative MSM has a negative effect on direct customers’ satisfaction and loyalty. Furthermore, the relevance of MSM depends on the direct customers’ market power toward their own customers.

• Derived demand
• Limit conjoint analysis
• Market orientation
• Pull strategy
• Willingness-to-pay

• Freie Universität Berlin, Berlin, Germany

  Alejandro-Marcel Schönhoff

Alejandro-Marcel Schönhoff is a sales manager in the industrial adhesives division of a consumer and industrial goods manufacturer in Düsseldorf, Germany.

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