Click Here to Download: https://ouo.io/6WlN59v Value Chain Marketing A Marketing Strategy to Overcome Immediate Customer Innovation Resistance By: Stephanie Hintze Publisher: Springer Print ISBN: 9783319113753, 3319113755 eText ISBN: 9783319113760, 3319113763 Copyright year: 2015 Format: EPUB Available from $ 119.00 USD SKU 9783319113760 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.
