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  • Open Daily: 10am - 10pm
    Alley-side Pickup: 10am - 7pm

    3038 Hennepin Ave Minneapolis, MN
    612-822-4611

Open Daily: 10am - 10pm | Alley-side Pickup: 10am - 7pm
3038 Hennepin Ave Minneapolis, MN
612-822-4611
Does Multi-Stage Marketing Pay?: Creating Competitive Advantages Through Multi-Stage Marketing

Does Multi-Stage Marketing Pay?: Creating Competitive Advantages Through Multi-Stage Marketing

Schönhoff, Alejandro-Marcel

Paperback

Series: Business-To-Business-Marketing

Business GeneralManagementMarketing

ISBN10: 3658055588
ISBN13: 9783658055585
Publisher: Springer Gabler
Published: May 7 2014
Pages: 283
Weight: 0.88
Height: 0.68 Width: 5.83 Depth: 8.27
Language: English
Some scholars propose that the concept of market orientation needs to be extended to encompass a company's indirect customers too. In an action-oriented perspective, this extended market orientation implies the notion of multistage marketing (MSM). For B-to-B settings, MSM entails the expanded consideration of both direct and indirect customers; it also provides the necessary capabilities to implement such a market orientation. In this study, Alejandro-Marcel Schönhoff presents a scenario-based experiment, using limit conjoint analysis, to establish an empirical basis for measuring the potential effects of different MSM types on direct customers' willingness to pay and other key outcome variables. The results show, among other things, that collaborative MSM exerts a positive effect on willingness to pay, whereas non collaborative MSM has a negative effect on direct customers' satisfaction and loyalty. Furthermore, the relevance of MSM depends on the direct customers' market power toward their own customers.

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