EAN: 9783658055585

Bilder-Quelle: discount24.de - Sport-Freizeit

Some scholars propose that the concept of market orientation needs to be extended to encompass a company's indirect customers too. In an action-oriented perspective this extended market orientation implies the notion of multistage marketing (MSM). For B to B settings MSM entails the expanded consideration of both direct and indirect customers it also provides the necessary capabilities to implement such a market orientation. In this study Alejandro-Marcel Schönhoff presents a scenario-based experiment using limit conjoint analysis to establish an empirical basis for measuring the potential effects of different MSM types on direct customers' willingness to pay and other key outcome variables. The results show among other things that collaborative MSM exerts a positive effect on willingness to pay whereas non collaborative MSM has a negative effect on direct customers' satisfaction and loyalty. Furthermore the relevance of MSM depends on the direct customers' market power toward their own customers.

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27.09.2025 um 10:47 Uhr

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