Does Multi-stage Marketing Pay?

Creating Competitive Advantages Through Multi-stage Marketing

Paperback Engels 2014 2014e druk 9783658055585
Verwachte levertijd ongeveer 9 werkdagen

Samenvatting

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.

Specificaties

ISBN13:9783658055585
Taal:Engels
Bindwijze:paperback
Aantal pagina's:283
Uitgever:Springer Fachmedien Wiesbaden
Druk:2014

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Inhoudsopgave

Conceptualization and definition of MSM.- Generic types and instruments of MSM.- Effect mechanisms of MSM.- Implications for marketing research and practice.

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        Does Multi-stage Marketing Pay?