Branded Component Strategies: Ingredient Branding in B2B Markets

by Stefan Worm

Overview

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.

Product Details

ISBN-13:	9783834919199
Publisher:	Gabler Verlag
Publication date:	12/21/2011
Edition description:	2012
Pages:	224
Product dimensions:	5.83(w) x 8.27(h) x 0.02(d)

About the Author

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.

Table of Contents

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