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

Alejandro-Marcel Schönhoff

ISBN 10: 3658055588 / ISBN 13: 9783658055585

Edité par Springer Fachmedien Wiesbaden, 2014

A propos de cet article

Druck auf Anfrage Neuware - Printed after ordering - 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.

N° de réf. du vendeur 9783658055585

Détails bibliographiques

• Titre: Does Multi-stage Marketing Pay? : Creating Competitive Advantages Through Multi-stage Marketing
• Éditeur: Springer Fachmedien Wiesbaden
• Date de parution: 2014
• Langue: anglais
• ISBN à 10 chiffres: 3658055588
• ISBN à 13 chiffres: 9783658055585
• Reliure: Taschenbuch
• État de l'article: Neu
• Dimensions: 210 L x 148 H x 17 P (en millimètres) 210 millimètres de largeur par 148 millimètres de hauteur par 17 millimètres de profondeur
• Poids: 396 grammes

A propos de ce titre

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.

À propos de l?auteur

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