Branded Component Strategies

Ingredient Branding in B2B Markets

  • Authors
  • Stefan Worm

Table of contents

  1. Front Matter
    Pages I-XX
  2. Stefan Worm
    Pages 1-9
  3. Stefan Worm
    Pages 11-82
  4. Stefan Worm
    Pages 83-106
  5. Stefan Worm
    Pages 107-148
  6. Stefan Worm
    Pages 149-189
  7. Stefan Worm
    Pages 191-201
  8. Back Matter
    Pages 203-224

About this book

Introduction

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.

Keywords

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Bibliographic information

  • DOI https://doi.org/10.1007/978-3-8349-6453-3
  • Copyright Information Gabler Verlag | Springer Fachmedien Wiesbaden GmbH 2012
  • Publisher Name Gabler Verlag
  • eBook Packages Business and Economics
  • Print ISBN 978-3-8349-1919-9
  • Online ISBN 978-3-8349-6453-3
  • About this book