Branded Component Strategies (PDF)

Name: Branded Component Strategies
Brand: Gabler, Betriebswirt.-Vlg
SKU: 36370168
Price: 53.49 EUR
Availability: OnlineOnly

Ingredient Branding in B2B Markets (Sprache: Englisch)

Autor: Stefan Worm

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Branded Component Strategies, Stefan Worm

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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.

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.