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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, this...

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Bibliographic Details
Main Author: Hintze, Stephanie
Format: eBook
Language:English
Published: Cham Springer International Publishing 2015, 2015
Edition:1st ed. 2015
Series:Contributions to Management Science
Subjects:
Computer Simulation
Computer Modelling
Technological Innovations
Innovation And Technology Management
Marketing
Online Access:
Collection: Springer eBooks 2005- - Collection details see MPG.ReNa
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

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