TY  - GEN
TY  - GEN
T1  - Branded Component Strategies Ingredient Branding in B2B Markets
A1  - Worm, Stefan.
LA  - English
PP  - Wiesbaden
PB  - Gabler Verlag : Imprint: Gabler Verlag
YR  - 2012
ED  - 1st ed. 2012.
UL  - http://discoverylib.upm.edu.my/discovery/Record/978-3-8349-6453-3
AB  - 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.
OP  - 224
CN  - HF5410-5417.5
SN  - 9783834964533
KW  - Marketing.
ER  -