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Case Study

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Value Chain Marketing

Part of the book series: Contributions to Management Science ((MANAGEMENT SC.))

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Abstract

A multi-case study is conducted with the purpose to deeply analyze the different strategic approaches to VCM and explore the variables that seem to affect the supplier’s performance. The unit of analysis is the supplier’s attempt to implement his present innovation via VCM. In each of the cases, the supplier introduces a chemical innovation which delivers protection and an attractive appearance to materials such as cardboard, plastic, metal, or synthetic leather. The cases are selected in such a way as to maximize variations on dimensions that are of potential importance for VCM: (1) value chain, (2) VCM process, (3) newness of innovation, (4) knowledge overlap, and (5) marketing result. The results validate the existence of cooperative and non-cooperative VCM. Cooperative VCM is characterized by an early integration of the manufacturer and requires his active participation in the VCM process. Non-cooperative VCM equals the description of the autonomous approach where the manufacturer only takes a passive part in the process. The results further suggest that the newness of innovation and the knowledge overlap between the involved actors enable or inhibit the implementation of supplier innovations via cooperative or non-cooperative VCM. The analysis of the cases also discloses that the newness of innovation and the knowledge overlap are somehow interrelated. Based on the case study results, research hypotheses are developed and tested in the simulation study.

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Notes

  1. 1.

    Parts of this chapter are published (see Toth and Lüthje 2012).

  2. 2.

    Interview with material supplier (position: Marketing Manager Packaging), 08/17/2011.

  3. 3.

    Interview with material supplier (position: Head of Global Marketing), 10/13/2011.

  4. 4.

    Interview with material supplier (position: Head of Textile Coating), 07/12/2011.

  5. 5.

    Interview with material supplier (position: Chief Technology Manager), 07/27/2011.

  6. 6.

    Interview with material supplier (position: Global Marketing Manager), 02/22/2012.

  7. 7.

    Interview with material supplier (position: Marketing Manager Packaging), 08/17/2011.

  8. 8.

    Interview with material supplier (position: Marketing Manager Packaging), 08/17/2011.

  9. 9.

    Interview with material supplier (position: Marketing Manager Packaging), 08/17/2011.

  10. 10.

    Interview with end applicator (position: Head of Packaging), 08/31/2011.

  11. 11.

    Interview with end applicator (position: Head of Corporate Packaging), 09/13/2011.

  12. 12.

    Interview with end applicator (position: Packaging Development), 10/12/2011.

  13. 13.

    Interview with end applicator (position: Head of Corporate Packaging), 09/13/2011.

  14. 14.

    Interview with material supplier (position: Head of Global Marketing), 10/13/2011.

  15. 15.

    Interview with end applicator (position: Packaging Development), 10/12/2011.

  16. 16.

    Interview with end applicator (position: Head of Corporate Packaging), 09/13/2011.

  17. 17.

    Interview with material supplier (position: Head of Textile Coating), 07/12/2011.

  18. 18.

    Interview with material supplier (position: Senior Manager Textile Coating), 09/21/2011.

  19. 19.

    Interview with material supplier (position: Head of Textile Coating), 07/12/2011.

  20. 20.

    Interview with material supplier (position: Head of Textile Coating), 07/12/2011.

  21. 21.

    Interview with material supplier (position: CTO), 07/27/2011.

  22. 22.

    Interview with material supplier (position: Technical Service & Development), 08/30/2011.

  23. 23.

    Interview with manufacturer (position: CEO), 09/15/2011.

  24. 24.

    Interview with end applicator (position: Quality Manager), 09/01/2011.

  25. 25.

    Interview with material supplier (position: Consultant, previous CEO), 08/30/2011.

  26. 26.

    Interview with end applicator (position: Quality Manager), 09/01/2011.

  27. 27.

    Interview with end applicator (position: Quality Manager), 09/01/2011.

  28. 28.

    Interview with material supplier (position: Global Marketing Manager), 02/22/2012.

  29. 29.

    Interview with material supplier (position: Global Marketing Manager), 02/22/2012.

  30. 30.

    Interview with material supplier (position: Global Marketing Manager), 02/22/2012.

  31. 31.

    Interview with material supplier (position: Global Marketing Manager), 02/22/2012.

  32. 32.

    Interview with end applicator (position: Engineering Manager), 02/22/2012.

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  1. Hamburg, Germany

    Stephanie Hintze

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  1. Stephanie Hintze
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Hintze, S. (2015). Case Study. In: Value Chain Marketing. Contributions to Management Science. Springer, Cham. https://doi.org/10.1007/978-3-319-11376-0_6

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