Does Multi-stage Marketing Pay? | Creating Competitive Advantages Through Multi-stage Marketing

Alejandro-Marcel Schönhoff

ISBN 10: 3658055588 / ISBN 13: 9783658055585

Published by Springer Vieweg, 2014

About this Item

Does Multi-stage Marketing Pay? | Creating Competitive Advantages Through Multi-stage Marketing | Alejandro-Marcel Schönhoff | Taschenbuch | xvii | Englisch | 2014 | Springer Vieweg | EAN 9783658055585 | Verantwortliche Person für die EU: Springer Gabler in Springer Science + Business Media, Tiergartenstr. 15-17, 69121 Heidelberg, juergen[dot]hartmann[at]springer[dot]com | Anbieter: preigu.

Seller Inventory # 105372774

Bibliographic Details

• Title: Does Multi-stage Marketing Pay? | Creating Competitive Advantages Through Multi-stage Marketing
• Publisher: Springer Vieweg
• Publication Date: 2014
• Language: English
• ISBN 10: 3658055588
• ISBN 13: 9783658055585
• Binding: Taschenbuch
• Condition: Neu
• Dimensions: 210W x 148H x 17D millimeters 210 millimeters width by 148 millimeters height by 17 millimeters depth
• Weight: 396 grams
• Seller catalogs:
  • Bücher

About this title

Synopsis

Some scholars propose that the concept of market orientation needs to be extended to encompass a company’s indirect customers too. In an action-oriented perspective, this extended market orientation implies the notion of multistage marketing (MSM). For B‑to‑B settings, MSM entails the expanded consideration of both direct and indirect customers; it also provides the necessary capabilities to implement such a market orientation. In this study, Alejandro-Marcel Schönhoff presents a scenario-based experiment, using limit conjoint analysis, to establish an empirical basis for measuring the potential effects of different MSM types on direct customers’ willingness to pay and other key outcome variables. The results show, among other things, that collaborative MSM exerts a positive effect on willingness to pay, whereas non collaborative MSM has a negative effect on direct customers’ satisfaction and loyalty. Furthermore, the relevance of MSM depends on the direct customers’ market power toward their own customers.

About the Author

Alejandro-Marcel Schönhoff is a sales manager in the industrial adhesives division of a consumer and industrial goods manufacturer in Düsseldorf, Germany.