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Reputation Transfer to Enter New B-to-B Markets
Christine Falkenreck
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Description for Reputation Transfer to Enter New B-to-B Markets
paperback. Series: Contributions to Management Science. Num Pages: 229 pages, 40 black & white illustrations, 3 colour illustrations, 109 black & white tables, biograp. BIC Classification: KJE; KJS; UF. Category: (G) General (US: Trade). Dimension: 235 x 155 x 13. Weight in Grams: 391.
An increasing number of products and services are not differentiated by inherent features, but by the vendors, particularly their reputation and marketing commu- cation. Consequently, a positive reputation provides competing vendors with a virtually inimitable competitive advantage. Contemporary research concerning antecedents and consequences of reputation in the domain of marketing is dominated by branding and line extension issues. Organizations’ communication efforts and the relation of reputation and the c- munication media are not fully understood; nor have they been challenged up to now. Moreover, customers’ perception of reputation is clearly embedded in their cultural context. However, contemporary marketing research restricts ... Read more
An increasing number of products and services are not differentiated by inherent features, but by the vendors, particularly their reputation and marketing commu- cation. Consequently, a positive reputation provides competing vendors with a virtually inimitable competitive advantage. Contemporary research concerning antecedents and consequences of reputation in the domain of marketing is dominated by branding and line extension issues. Organizations’ communication efforts and the relation of reputation and the c- munication media are not fully understood; nor have they been challenged up to now. Moreover, customers’ perception of reputation is clearly embedded in their cultural context. However, contemporary marketing research restricts ... Read more
Product Details
Format
Paperback
Publication date
2012
Publisher
Springer-Verlag Berlin and Heidelberg GmbH & Co. KG Germany
Number of pages
229
Condition
New
Series
Contributions to Management Science
Number of Pages
229
Place of Publication
Heidelberg, Germany
ISBN
9783790828115
SKU
V9783790828115
Shipping Time
Usually ships in 15 to 20 working days
Ref
99-15
Reviews for Reputation Transfer to Enter New B-to-B Markets
This book is winner of the "Centre for Corporate Reputation Best Dissertation Award for 2010" at the University of Oxford.