Branded component strategies [electronic resource] : ingredient branding in B2B markets / Stefan Worm ; with a foreword by Friedhelm W. Bliemel.
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...
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| Online Access: |
Full Text (via Springer) |
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| Main Author: | |
| Format: | Thesis Electronic eBook |
| Language: | English |
| Published: |
Wiesbaden :
Gabler Research,
©2012.
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| Subjects: |
| Summary: | 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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| Physical Description: | 1 online resource (xx, 224 pages) |
| Bibliography: | Includes bibliographical references (pages 203-224) |
| ISBN: | 9783834964533 3834964530 |