Does Multi-stage Marketing Pay?: Creating Competitive Advantages Through Multi-stage Marketing (Business-to-Business-Marketing)

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. 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 multi-stagemarketing (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-collaborativeMSM 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. Contents Conceptualization and definition of MSM Generic types and instruments of MSM Effect mechanisms of MSM Implications for marketing research and practice Target Groups Lecturers and students of business administration, specializing in marketing Marketing, sales, and general managers working in B-to-B markets The Author Alejandro-Marcel Schönhoff is a sales manager in the industrial adhesives division of a consumer and industrial goods manufacturer in Düsseldorf, Germany Some scholars propose that the concept of market orientation needs to be extended to encompass a companys indirect customers too. In an action-oriented perspective, this extended market orientation implies the notion of multi‐stage 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. Contents Conceptualization and definition of MSM Generic types and instruments of MSM Effect mechanisms of MSM Implications for marketing research and practice Target Groups Lecturers and students of business administration, specializing in marketing Marketing, sales, and general managers working in B‐to‐B markets The Author Alejandro-Marcel Schönhoff is a sales manager in the industrial adhesives division of a consumer and industrial goods manufacturer in Düsseldorf, Germany Front Matter....Pages I-XVII Introduction....Pages 1-4 MSM and its consequences....Pages 5-40 Effect mechanisms of MSM....Pages 41-85 Research methodology....Pages 87-133 Results and hypotheses assessment....Pages 135-198 Discussion and outlook....Pages 199-216 Back Matter....Pages 217-283