Branded Component Strategies - E-book

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Branded Component Strategies - ENG

Ingredient Branding In B2b Markets

Stefan Worm

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Sinopsis

ISBN:	9783834964533
Formato:	Page Fidelity
Idioma:	Inglés
Editorial:	Springer Nature
Tema:	Negocios y economía
Subtema:	Marketing general
Año de publicación:	2011-12-18

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 manufacturersâ€™ (OEMsâ€™) customers affects component suppliersâ€™ 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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