Branded Component Strategies
Ingredient Branding in B2B Markets

Authors: Stefan Worm



Ingredient Branding in B2B Markets

In the quest for better differentiation of their products, many firms in B2B markets have started to systematically invest in brand building. Stefan Worm analyzes how component supplier brand strength among original equipment manufacturers’ (OEMs’) customers affects component suppliers’ market performance in their relationships with these OEMs. Further, the author determines which management instruments are effective in building, sustaining, and leveraging component supplier brand strength. The analysis relies on data collected from multiple manufacturing industries.

Table of contents

Front Matter
Pages I-XX

Introduction
Pages 1-9

Literature Review
Pages 11-82

Theoretical Framework
Pages 83-106

Methodology
Pages 107-148

Results
Pages 149-189

Discussion
Pages 191-201

Back Matter
Pages 203-224