Push and pull strategies by component suppliers when OEMs can produce the component in-house : the roles of branding in a supply chain
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 | Lieferantenmanagement | Supplier relationship management | Automobilzulieferindustrie | Automotive supplier industry | Lieferkette | Supply chain | Markenartikel | Brand | B-to-B-Marketing | Business-to-business marketing | Beziehungsmarketing | Relationship marketing | Markenimage | Brand image | Marketingmanagement | Marketing management |
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