Branded Component Strategies
Ingredient Branding in B2B Markets
(Sprache: Englisch)
In the quest for better differentiation of their products, many firms in B2B markets have started to systematically invest in brand building. Stefan Worm analyzes how component supplier brand strength among original equipment manufacturers' (OEMs')...
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In the quest for better differentiation of their products, many firms in B2B markets have started to systematically invest in brand building. Stefan Worm analyzes how component supplier brand strength among original equipment manufacturers' (OEMs') customers affects component suppliers' market performance in their relationships with these OEMs. Further, the author determines which management instruments are effective in building, sustaining, and leveraging component supplier brand strength. The analysis relies on data collected from multiple manufacturing industries.Inhaltsverzeichnis zu „Branded Component Strategies “
Value Creation in Buyer-Supplier Relationships. - How Brands Create Value. - Branding in Business Markets. - SEM Data Analysis.Autoren-Porträt von Stefan Worm
Dr. Stefan Worm completed his doctoral studies under the supervision of Prof. Dr. Friedhelm Bliemel at the University of Kaiserslautern, Germany. He currently holds a position as an Assistant Professor of Marketing at HEC Paris, France.
Bibliographische Angaben
- Autor: Stefan Worm
- 2012, 224 Seiten, Maße: 14,8 x 21 cm, Kartoniert (TB), Englisch
- Verlag: Gabler
- ISBN-10: 3834919195
- ISBN-13: 9783834919199
- Erscheinungsdatum: 16.12.2011
Sprache:
Englisch
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