Branded Component Strategies [electronic resource] : Ingredient Branding in B2B Markets / by Stefan Worm.
By: Worm, Stefan [author.].
Contributor(s): SpringerLink (Online service).
Material type:
BookPublisher: Wiesbaden : Gabler Verlag, 2012Description: XX, 224p. 32 illus. online resource.Content type: text Media type: computer Carrier type: online resourceISBN: 9783834964533.Subject(s): Economics | Marketing | Economics/Management Science | MarketingDDC classification: 658.8 Online resources: Click here to access online
In:
Springer eBooksSummary: 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.
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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.
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