Multi-stage marketing gains increasing attention as knowledge of and influence on the customer's customer become more critical for the firm's success. Despite this increasing managerial relevance, systematic approaches for analyzing multi-stage marketing are still missing. This paper...

Purpose – Aims to demonstrate that the task of influencing suppliers cannot be handled through the application of generic, one‐size‐fits‐all influence approaches with optimum outcomes and, further, to introduce analytical models and practices that can assist purchasers in differentiating...