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Does Multi-stage Marketing Pay?

Creating Competitive Advantages Through Multi-stage Marketing

von Schönhoff, Alejandro-Marcel   (Autor)

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¿töB 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.

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Produktbeschreibung

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¿töB 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. 

Inhaltsverzeichnis

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

Autoreninfo

Alejandro-Marcel Schönhoff is a sales manager in the industrial adhesives division of a consumer and industrial goods manufacturer in Düsseldorf, Germany. 

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Produktdetails

Medium: Buch
Format: Kartoniert
Seiten: 304
Sprache: Englisch
Erschienen: Mai 2014
Auflage: 2014
Sonstiges: 978-3-658-05558-5
Maße: 210 x 148 mm
Gewicht: 396 g
ISBN-10: 3658055588
ISBN-13: 9783658055585
Verlagsbestell-Nr.: 86366777

Bestell-Nr.: 14821727 
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Bestell-Nr. Verlag: 86366777

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KNO-SAMMLUNG: Business-to-Business-Marketing
P_ABB: 35 schwarz-weiße Abbildungen, 16 schwarz-weiße Tabellen, Bibliographie
KNOABBVERMERK: 2014. 2014. xvii, 283 S. XVII, 283 p. 35 illus. 210 mm
KNOSONSTTEXT: 978-3-658-05558-5
Einband: Kartoniert
Auflage: 2014
Sprache: Englisch
Beilage(n): Paperback

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