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Branded Component Strategies de Stefan Worm

Branded Component Strategies

Autor Stefan Worm
en Limba Engleză Paperback – 16 dec 2011
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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Specificații

ISBN-13: 9783834919199
ISBN-10: 3834919195
Pagini: 244
Ilustrații: XX, 224 p. 32 illus.
Dimensiuni: 148 x 210 x 14 mm
Greutate: 0.32 kg
Ediția:2012
Editura: Gabler Verlag
Locul publicării:Wiesbaden, Germany

Public țintă

Research

Notă biografică

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.

Textul de pe ultima copertă

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.