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E-raamat: Value Chain Marketing: A Marketing Strategy to Overcome Immediate Customer Innovation Resistance

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Value Chain Marketing: A Marketing Strategy to Overcome Immediate Customer Innovation ResistanceSuurem pilt
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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.

Focus and Scope: Introduction.- Conceptual and Methodological Foundation: Dealing with Value Chains.- Marketing Supplier Innovations.- Research Design and Methodology.- Qualitative Studies: Pilot Study.- Case Study.- Computational Modeling: Agent-Based Simulation Study.- Integrating Findings: Discussion of Findings.- Conclusions.- Appendix: Details - Pilot Study.- Details - Case Study.- Details - Agent-Based Simulation Study.
Part I Focus and Scope
1 Introduction
3(10)
1.1 Statement of the Research Problem and Relevance
3(2)
1.2 Research Design and Approach
5(1)
1.3 Structure of Dissertation
6(7)
References
8(5)
Part II Conceptual and Methodological Foundation
2 Dealing with Value Chains
13(20)
2.1 Value Chain and Derived Demand
13(3)
2.1.1 Supply Chain Versus Value Chain
13(1)
2.1.2 Value Chain Used in this Dissertation
14(2)
2.2 Dominant Marketing Strategies
16(4)
2.2.1 Push Marketing
16(1)
2.2.2 Pull Marketing
17(2)
2.2.3 Strategic Limitations of Push and Pull Marketing
19(1)
2.3 Value Chain Marketing (VCM)
20(13)
2.3.1 Definition and Concept
21(3)
2.3.2 Analyzing the Value Chain
24(2)
2.3.3 Practicing Value Chain Marketing
26(2)
2.3.4 Organizing for Value Chain Marketing
28(2)
References
30(3)
3 Marketing Supplier Innovations
33(20)
3.1 Innovation
33(1)
3.2 Newness of Innovation
34(4)
3.3 Challenges in Implementing Supplier Innovations
38(15)
3.3.1 Attitude of Immediate Customers Toward Supplier Innovations
41(2)
3.3.2 Distance Between Suppliers and Downstream Customers
43(2)
3.3.3 Common Knowledge to Interact with Downstream Customers
45(3)
References
48(5)
4 Research Design and Methodology
53(18)
4.1 Conceptual Framework and Detailed Research Questions
53(3)
4.2 Methodological Research Approach
56(6)
4.2.1 Pilot Study
58(1)
4.2.2 Case Study
58(1)
4.2.3 Simulation Study
59(3)
4.3 Empirical Field
62(9)
4.3.1 Chemical Industry and Market
62(1)
4.3.2 Specifics of Specialty Chemicals
63(1)
4.3.3 Coatings and Sealants
64(2)
References
66(5)
Part III Qualitative Studies
5 Pilot Study
71(14)
5.1 Data Collection
71(1)
5.2 Analysis and Results
72(8)
5.2.1 Automotive (OEM Finishing) Coating
72(1)
5.2.2 Packaging Coating
73(1)
5.2.3 Textile Coating
74(1)
5.2.4 Marine Coating
75(1)
5.2.5 Further Coating Applications
76(1)
5.2.6 VCM Process
77(3)
5.3 Discussion of Findings and Research Propositions
80(5)
References
83(2)
6 Case Study
85(48)
6.1 Multi-Case Study Design
85(1)
6.2 Case Selection
86(2)
6.3 Data Collection
88(1)
6.4 Assessing Quality of Research
89(3)
6.5 Case Descriptions
92(5)
6.6 Analysis and Results
97(19)
6.6.1 Within-Case Analysis
98(14)
6.6.2 Cross-Case Analysis
112(4)
6.7 Discussion of Findings and Research Hypotheses
116(17)
6.7.1 VCM Strategy
117(2)
6.7.2 Newness of Innovation
119(3)
6.7.3 Newness of Innovation and VCM Strategy
122(2)
6.7.4 Knowledge Overlap
124(2)
6.7.5 Knowledge Overlap and VCM Strategy
126(1)
References
127(6)
Part IV Computational Modeling
7 Agent-Based Simulation Study
133(76)
7.1 Agent-Based Modeling in Marketing
133(2)
7.2 Related Work: SKIN Model
135(1)
7.3 Appropriateness of ABM to Simulate VCM
136(1)
7.4 Model Description
137(27)
7.4.1 Purpose
138(1)
7.4.2 Entities, State Variables, and Scales
138(6)
7.4.3 Initialization
144(5)
7.4.4 Process Overview and Scheduling
149(13)
7.4.5 Input and Output
162(1)
7.4.6 Multi-Agent Features
163(1)
7.5 Model Implementation
164(1)
7.6 Model Verification
165(2)
7.7 Experimental Design
167(6)
7.8 Analyses and Results
173(23)
7.8.1 Analysis I: Marketing Success or Effectiveness
174(6)
7.8.2 Analysis II: Marketing Efficiency of Successful VCM Attempts
180(10)
7.8.3 Analysis III: Effect of Knowledge Overlap
190(6)
7.9 Discussion and Validation of Results
196(13)
7.9.1 Analysis I: Marketing Success or Effectiveness
196(1)
7.9.2 Analysis II: Marketing Efficiency (Implementation Time and Costs)
197(3)
7.9.3 Analysis III: Effect of Knowledge Overlap
200(1)
7.9.4 Nuisance Factors
201(1)
7.9.5 Validation
202(1)
References
203(6)
Part V Integrating Findings
8 Discussion of Findings
209(6)
8.1 Summary of Findings
209(3)
8.2 Scope of Generalization and Limitations
212(3)
References
214(1)
9 Conclusions
215(6)
9.1 Implications for Theory
215(1)
9.2 Implications for Practice
216(3)
9.3 Implications for Future Research
219(2)
References
220(1)
Appendix A Details---Pilot Study
221(6)
Appendix A1 Letter of Introduction
221(1)
Appendix A2 List of Interview Partners
222(1)
Appendix A3 Interview Protocol
223(1)
Appendix A4 Further Coating Applications
224(3)
Appendix B Details---Case Study
227(4)
Appendix B1 Letter of Introduction
227(1)
Appendix B2 List of Interview Partners
228(1)
Appendix B3 Interview Protocol
229(2)
Appendix C Details---Agent-Based Simulation Study
231
Appendix C1 Details of Cost Calculation
231(1)
Appendix C2 Documentation of Program Code
232(24)
Appendix C3 Descriptive Statistics
256
Stephanie Hintze graduated under the supervision of Prof. Dr. Christian Lüthje at Hamburg University of Technology (TUHH). She worked at the Institute of Innovation Marketing.
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