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OverviewValue 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. Full Product DetailsAuthor: Stephanie HintzePublisher: Springer International Publishing AG Imprint: Springer International Publishing AG Edition: 2015 ed. Dimensions: Width: 15.50cm , Height: 1.80cm , Length: 23.50cm Weight: 5.443kg ISBN: 9783319113753ISBN 10: 3319113755 Pages: 259 Publication Date: 14 January 2015 Audience: Professional and scholarly , Professional & Vocational Format: Hardback Publisher's Status: Active Availability: Manufactured on demand  We will order this item for you from a manufactured on demand supplier. Table of ContentsReviewsAuthor InformationStephanie Hintze graduated under the supervision of Prof. Dr. Christian Lüthje at Hamburg University of Technology (TUHH). She worked at the Institute of Innovation Marketing. Tab Content 6Author Website:Countries AvailableAll regions |
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