Push and pull strategies by component suppliers when OEMs can produce the component in-house : the roles of branding in a supply chain
Chuang Zhang, Dalu Fang, Xiaotong Yang, Xubing Zhang
| Year of publication: |
July 2018
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| Authors: | Zhang, Chuang ; Fang, Dalu ; Yang, Xiaotong ; Zhang, Xubing |
| Published in: |
Industrial marketing management : the international journal for industrial and high-tech firms. - New York, NY [u.a.] : Elsevier, ISSN 0019-8501, ZDB-ID 120124-4. - Vol. 72.2018, p. 99-111
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| Subject: | B2B branding | Push strategy | Pull strategy | Component supplier branding | OEM branding | Ingredient branding | Component adoption decision | Customer loyalty to OEM | Markenführung | Brand management | Lieferkette | Supply chain | Lieferantenmanagement | Supplier relationship management | Automobilzulieferindustrie | Automotive supplier industry | Markenartikel | Brand | B-to-B-Marketing | Business-to-business marketing | Beziehungsmarketing | Relationship marketing | Marketingmanagement | Marketing management | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.indmarman.2018.02.012 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011887289