Value Chain Marketing A Marketing Strategy to Overcome Immediate Cus
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. Tr
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Stephanie Hintze
Value Chain Marketing A Marketing Strategy to Overcome Immediate Customer Innovation Resistance
Contributions to Management Science
More information about this series at http://www.springer.com/series/1505
Stephanie Hintze
Value Chain Marketing A Marketing Strategy to Overcome Immediate Customer Innovation Resistance
Stephanie Hintze Hamburg Germany
Doctoral thesis, Hamburg University of Technology, 2014.
ISBN 978-3-319-11375-3 ISBN 978-3-319-11376-0 (eBook) DOI 10.1007/978-3-319-11376-0 Springer Cham Heidelberg New York Dordrecht London Library of Congress Control Number: 2014957719 © Springer International Publishing Switzerland 2015 This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. Exempted from this legal reservation are brief excerpts in connection with reviews or scholarly analysis or material supplied specifically for the purpose of being entered and executed on a computer system, for exclusive use by the purchaser of the work. Duplication of this publication or parts thereof is permitted only under the provisions of the Copyright Law of the Publisher’s location, in its current version, and permission for use must always be obtained from Springer. Permissions for use may be obtained through RightsLink at the Copyright Clearance Center. Violations are liable to prosecution under the respective Copyright Law. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. While the advice and information in this book are believed to be true and accurate at the date of publication, neither the authors nor the editors nor the publisher can accept any legal responsibility for any errors or omissions that may be made. The publisher makes no warranty, express or implied, with respect to the material contained herein. Printed on acid-free paper Springer is part of Springer Science+Business Media (www.springer.com)
Foreword
Suppliers of raw materials, parts, and components often face a dilemmatic situation: While severe competition pushes them towards innovation they often have to realize severe barriers to the implementation of their new products. One challenge arises from the fact that purchasing decisions of the immediate customer are often influenced by multiple entities in the value chain, for instance, by engineering consultants or manufacturers of complementary products. This requires the suppliers to target their marketing activities to multiple parties. Anot
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