Value Chain Marketing: A Marketing Strategy to Overcome Immediate Customer Innovation Resistance (Contributions to Management Science)

Value Chain Marketing (VCM) is a promising strategy to overcome immediate customers’ innovation resistance. By pursuing VCM, material suppliers enlarge their target group beyond their immediate customers and address their downstream customers as well. Treading on relatively unexplored grounds, this book explores the relevance of VCM and comprehends its process; identifies the critical factors for suppliers’ marketing success, and compares the performance of VCM trials, using a multi-method design linking case study research and computational modeling. Â#x80;#x8B;Value Chain Marketing (VCM) is a promising strategy to overcome immediate customers' innovation resistance. By pursuing VCM, material suppliers enlarge their target group beyond their immediate customers and address their downstream customers as well. Treading on relatively unexplored grounds, this bookÂexplores the relevance of VCM andÂcomprehends its process; identifies the critical factors for suppliers' marketing success, and compares the performance of VCM trials, usingÂa multi-method design linking case study research and computational modeling Front Matter....Pages i-xx Front Matter....Pages 1-1 Introduction....Pages 3-9 Front Matter....Pages 11-11 Dealing with Value Chains....Pages 13-32 Marketing Supplier Innovations....Pages 33-52 Research Design and Methodology....Pages 53-68 Front Matter....Pages 69-69 Pilot Study....Pages 71-83 Case Study....Pages 85-130 Front Matter....Pages 131-131 Agent-Based Simulation Study....Pages 133-205 Front Matter....Pages 207-207 Discussion of Findings....Pages 209-214 Conclusions....Pages 215-220 Back Matter....Pages 221-259