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Branded Component StrategiesBranded Component Strategies
Branded Component Strategies
Autor: Worm, Stefan

Branded Component Strategies

Ingredient Branding in B2B Markets

2012. XX, 224 pp. with 32 Fig. and 50 Tab. Soft cover
ISBN: 978-3-8349-1919-9

59,95 €
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Das Buch
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.
Auszeichnungen
Researchers and students in the field of marketing; marketing managers in B2B markets.
Aus dem Inhalt
Value Creation in Buyer-Supplier Relationships. - How Brands Create Value. - Branding in Business Markets. - SEM Data Analysis.
Zielgruppe
Researchers and students in the field of marketing; marketing managers in B2B markets.
Autor | Herausgeber
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.
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