Overview
- Ingredient Branding in B2B Markets
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Table of contents (6 chapters)
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Front Matter
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Back Matter
Keywords
About this book
In the quest for better differentiation of their products, many firms in B2B markets have started to systematically invest in brand building. Stefan Worm analyzes how component supplier brand strength among original equipment manufacturers’ (OEMs’) customers affects component suppliers’ market performance in their relationships with these OEMs. Further, the author determines which management instruments are effective in building, sustaining, and leveraging component supplier brand strength. The analysis relies on data collected from multiple manufacturing industries.
About the author
Dr. Stefan Worm completed his doctoral studies under the supervision of Prof. Dr. Friedhelm Bliemel at the University of Kaiserslautern, Germany. He currently holds a position as an Assistant Professor of Marketing at HEC Paris, France.
Bibliographic Information
Book Title: Branded Component Strategies
Book Subtitle: Ingredient Branding in B2B Markets
Authors: Stefan Worm
DOI: https://doi.org/10.1007/978-3-8349-6453-3
Publisher: Gabler Verlag Wiesbaden
eBook Packages: Business and Economics, Business and Management (R0)
Copyright Information: Gabler Verlag | Springer Fachmedien Wiesbaden GmbH 2012
Softcover ISBN: 978-3-8349-1919-9Published: 16 December 2011
eBook ISBN: 978-3-8349-6453-3Published: 18 December 2011
Edition Number: 1
Number of Pages: XX, 224
Number of Illustrations: 32 b/w illustrations
Topics: Marketing