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~isPartOf:"Journal of the Academy of Marketing Science"
~isPartOf:"Springer eBook Collection / Business and Economics"
~isPartOf:"Staff Paper"
~language:"afr"
~language:"eng"
~language:"fra"
~language:"vie"
~subject:"Marketing"
~type_genre:"Hochschulschrift"
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Value Chain
Marketing
: A
Marketing
Strategy to Overcome Immediate Customer Innovation Resistance
Hintze, Stephanie
-
2015
Value Chain
Marketing
(VCM) is a promising strategy to overcome immediate customers’ innovation resistance. By pursuing …; identifies the critical factors for suppliers’
marketing
success, and compares the performance of VCM trials, using a multi …
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