Reputation Transfer to Enter New B-to-B Markets Measuring and Modelling Approaches
This book focuses on the development and cross-cultural testing of a construct of reputation rooted in resource-based theories. No study has ever asked organizational customers to rate the importance of a supplier’s positive reputation on their buying decision. The results of the survey contribute s...
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| Format: | eBook |
| Language: | English |
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Heidelberg
Physica
2010, 2010
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| Edition: | 1st ed. 2010 |
| Series: | Contributions to Management Science
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| Online Access: | |
| Collection: | Springer eBooks 2005- - Collection details see MPG.ReNa |
| Summary: | This book focuses on the development and cross-cultural testing of a construct of reputation rooted in resource-based theories. No study has ever asked organizational customers to rate the importance of a supplier’s positive reputation on their buying decision. The results of the survey contribute substantially to our understanding of reputation measuring and managing. This book is the first to highlight the cross-link between reputation, reputation transfer and culture, and argues that to develop one cross-culturally valid construct of reputation, which can be used in both B-to-B and B-to-C contexts is neither useful nor appropriate |
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| Physical Description: | XXII, 229 p. 43 illus., 3 illus. in color online resource |
| ISBN: | 9783790823578 |