Titlebook: Value Chain Marketing; A Marketing Strategy Stephanie Hintze Book 2015 Springer International Publishing Switzerland 2015 Agent-based simul

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Discussion of Findingsnt-based simulation study, in turn, tries to remedy the deficiencies of the case study research. The different studies and analyses have answered the question of how supplier innovations could be promoted and implemented more effectively and efficiently via VCM. The strong alignment of qualitative r

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1431-1941 as empirical explication and validation of the concept of V​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 custom

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Introduction. a high resistance to their innovations. They usually approach the value chain by dealing with their immediate customers and essentially pushing their innovations into the value chain. But immediate customers often have low incentives to adopt supplier innovations. The value associated with a suppl

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Marketing Supplier Innovationsls have to be canalized through many stages in the value chain and need to be accepted and forwarded by many firms in the downstream direction. To promote this kind of innovation across the value chain, suppliers have to explain their benefit and functionality explicitly. This implies that they must