Value Chain Marketing : A Marketing Strategy to Overcome Immediate Customer Innovation Resistance /
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,...
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| Format: | eBook |
| Language: | English |
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Cham :
Springer International Publishing : Imprint: Springer,
2015.
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| Series: | Contributions to Management Science,
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| Online Access: | Click here to view the full text content |
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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.