Abstract
This chapter reviews the relevant literature for the present study. In section 2.1, I provide on overview of the existing research on value creation in buyer-supplier relationships. In section 2.2, I then examine how brands create value. Finally, I turn to research on branding in business markets in section 2.3.
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© 2012 Gabler Verlag | Springer Fachmedien Wiesbaden GmbH
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Worm, S. (2012). Literature Review. In: Branded Component Strategies. Gabler Verlag. https://doi.org/10.1007/978-3-8349-6453-3_2
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DOI: https://doi.org/10.1007/978-3-8349-6453-3_2
Publisher Name: Gabler Verlag
Print ISBN: 978-3-8349-1919-9
Online ISBN: 978-3-8349-6453-3
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