Titlebook: Branded Component Strategies; Ingredient Branding Stefan Worm Book 2012 Gabler Verlag | Springer Fachmedien Wiesbaden GmbH 2012 nn

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Introduction,ressures if they want to remain successful. On the one hand, they are faced with intensifying competition from new players, especially from emerging economies in Asia, who are pushing into the world markets. On the other hand, suppliers are also under huge pressure from their own customers. Many buy

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Theoretical Framework,h used in the development and refinement of the theoretical framework. Next follows the theoretical framework for research question one in section 3.2. The chapter concludes with the theoretical framework for Research question two in section 3.3. Figure 14 illustrates the research context for the tw

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978-3-8349-1919-9Gabler Verlag | Springer Fachmedien Wiesbaden GmbH 2012

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A. M. A. De Schepper,H. R. M. Degryseelopment in the marketing discipline. Subsequently, in section 6.2 I focus on the implications of this research for managerial practice. Section 6.3 then examines the methodological implications that can be derived from the study. I then conclude, in section 6.4, with a discussion of the limitations and avenues for future research.

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Discussion,elopment in the marketing discipline. Subsequently, in section 6.2 I focus on the implications of this research for managerial practice. Section 6.3 then examines the methodological implications that can be derived from the study. I then conclude, in section 6.4, with a discussion of the limitations and avenues for future research.

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Literature Review,This chapter reviews the relevant literature for the present study. In section 2.1, I provide on overview of the existing research on value creation in buyer-supplier relationships. In section 2.2, I then examine how brands create value. Finally, I turn to research on branding in business markets in section 2.3.