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

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—b...