Value Chain Marketing
A Marketing Strategy to Overcome Immediate Customer Innovation Resistance
Authors: Hintze, Stephanie
- 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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- About this book
-
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.
- About the authors
-
Stephanie Hintze graduated under the supervision of Prof. Dr. Christian Lüthje at Hamburg University of Technology (TUHH). She worked at the Institute of Innovation Marketing.
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Bibliographic Information
- Bibliographic Information
-
- Book Title
- Value Chain Marketing
- Book Subtitle
- A Marketing Strategy to Overcome Immediate Customer Innovation Resistance
- Authors
-
- Stephanie Hintze
- Series Title
- Contributions to Management Science
- Copyright
- 2015
- Publisher
- Springer International Publishing
- Copyright Holder
- Springer International Publishing Switzerland
- eBook ISBN
- 978-3-319-11376-0
- DOI
- 10.1007/978-3-319-11376-0
- Hardcover ISBN
- 978-3-319-11375-3
- Softcover ISBN
- 978-3-319-38478-8
- Series ISSN
- 1431-1941
- Edition Number
- 1
- Number of Pages
- XX, 259
- Number of Illustrations and Tables
- 91 b/w illustrations
- Topics
