Value Chain Marketing

Value Chain Marketing (VCM) is a promising strategy to overcome immediate customers' innovation resistance. By pursuing VCM, material suppliers enlarge their target group beyond their immediate customers and address their downstream customers as well. Treading on relatively unexplored grounds, this bookexplores the relevance of VCM andcomprehends its process; identifies the critical factors for suppliers' marketing success, and compares the performance of VCM trials, usinga multi-method design linking case study research and computational modeling.