EAN: 9783658055585

BUSINESS-TO-BUSINESS-MARKETING DOES MULTI-STA...

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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