Branded Component Strategies: Ingredient Branding in B2B Markets by Stefan WormBranded Component Strategies: Ingredient Branding in B2B Markets by Stefan Worm

Branded Component Strategies: Ingredient Branding in B2B Markets

byStefan Worm

Paperback | December 16, 2011

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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.

Dr. Stefan Worm completed his doctoral studies under the supervision of Prof. Dr. Friedhelm Bliemel at the University of Kaiserslautern, Germany. He currently holds a position as an Assistant Professor of Marketing at HEC Paris, France.
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Title:Branded Component Strategies: Ingredient Branding in B2B MarketsFormat:PaperbackDimensions:224 pagesPublished:December 16, 2011Publisher:Springer-Verlag/Sci-Tech/TradeLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:3834919195

ISBN - 13:9783834919199

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Table of Contents

Value Creation in Buyer-Supplier Relationships. - How Brands Create Value. - Branding in Business Markets. - SEM Data Analysis.