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Book part
Publication date: 16 April 2012

Michael Kleinaltenkamp, Michael Rudolph and Matthias Classen

Customers in business-to-business markets are sellers of goods and services on their own. Thus, business-to-business suppliers may exert an influence on their customers’ buying…

Abstract

Customers in business-to-business markets are sellers of goods and services on their own. Thus, business-to-business suppliers may exert an influence on their customers’ buying decisions when performing marketing activities toward the customers of the customers by employing the concept of “multistage marketing”. Multi-stage marketing involves all sales-related measures which are aimed at the subsequent market stages (“customers of the customer”) which follow one or several primary customers in order to influence the buying behavior of these primary customers. Although the positive impacts of such activities are known, business-to-business companies often exclude the customers further along in the downstream supply chain from their marketing plans. But in a business-to-business context, the demand is always derived from buying decisions made further down the supply chain. The primary customers buy products or services because they want to use them – directly or indirectly – for either the production or the sale of other goods and services. Hence, derived demand, which can be traced to the end-user's primary demand, can be seen as the basis of multistage marketing.

The most common form of multistage marketing is ingredient (co-)branding, which occurs when a marketer providing an ingredient or component to an OEM advertises the ingredient to the customer of the assembled product. In addition to ingredient branding, this chapter identifies several other forms of multistage marketing and examines the underlying dimensions and processes of the phenomenon. The design of a marketing strategy using the concept of multistage marketing and its preconditions are discussed on a theoretical basis and are illustrated through concrete examples. The chapter provides a number of best practice examples in order to elucidate the issues concerning multistage marketing and its application in a company's marketing strategy serving business-to-business markets.

Details

Business-to-Business Marketing Management: Strategies, Cases, and Solutions
Type: Book
ISBN: 978-1-78052-576-1

Abstract

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Tattoos and Popular Culture
Type: Book
ISBN: 978-1-83909-215-2

Abstract

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A History of the Assessment of Sex Offenders: 1830–2020
Type: Book
ISBN: 978-1-78769-360-9

Book part
Publication date: 1 November 2008

Enrico Baraldi and Torkel Strömsten

The role of management control has not received sufficient attention in the literature on value creation so far. Therefore, this paper aims to investigate the role of control in…

Abstract

The role of management control has not received sufficient attention in the literature on value creation so far. Therefore, this paper aims to investigate the role of control in value creation in industrial networks. More specifically, the aim is to examine the management and control of interfaces between key resources within and between firms, in the networks surrounding firms, when they attempt to create value. All the firms that take part in a value-creation process have both formal and informal control systems: these firms have budgets, specific routines, reward systems, and sanctioned “ways to behave.” The paper relates the Industrial Marketing and Purchasing (IMP) group's research on interaction, relationships, and networks with control literature, and presents a framework for controlling resource interfaces in a network setting. Two in-depth cases illustrate the role of control in value creation. The first case covers the development of a low-weight newspaper grade that Holmen and its paper mill Hallsta initiated. The second case examines the attempt to develop and commercialize a new, energy efficient pulping technology.

Details

Creating and managing superior customer value
Type: Book
ISBN: 978-1-84855-173-2

Book part
Publication date: 1 February 2024

Özge Çaylak Dönmez and Burhan Sevim

Three-dimensional (3D) printing has great potential in the food industry. While 3D printing technology offers customised food products to consumers, it also allows producers to…

Abstract

Three-dimensional (3D) printing has great potential in the food industry. While 3D printing technology offers customised food products to consumers, it also allows producers to develop new products using a wide variety of alternative food ingredients, modernise the production process and carry out environmentally friendly production. This research aims to determine the attitudes of students towards 3D foods who are studying in the Department of Gastronomy and Culinary Arts, as they are both consumers and examine different food processing systems and use them in the field of application. As a result of the study, it was identified that the participants believed that 3D printing is a great modern technology that allows the development of new foods, that it will bring benefit to us in the future, reduce the cost of food and food waste, increase the sustainability of food and that they see it as environmentally friendly. In addition, it was determined that the participants did not think that 3D-printed foods were disgusting; they found these foods reliable, could try them in the future and were excited to experience them.

Book part
Publication date: 13 September 2018

Lionel Taito-Matamua, Simon Fraser and Jeongbin Ok

This research addresses the grave issue of plastic waste in the Pacific. By using Samoa as a case study, it was considered that distributed recycling combined with 3D printing…

Abstract

This research addresses the grave issue of plastic waste in the Pacific. By using Samoa as a case study, it was considered that distributed recycling combined with 3D printing offers an opportunity to (1) repurpose and add new value to this difficult waste stream and (2) engage diverse local communities in Samoa by combining notions of participatory design with traditional Samoan social concepts. Fieldwork in Samoa established the scope of the issue through interviews with stakeholders in government, waste management businesses, the arts and crafts community and education. Based on the information obtained from the fieldwork, potential product areas and designs were explored through material and 3D printing experiments using low-cost, open-source equipment. The experiments informed the design of speculative scenarios for workable, economically viable, socially empowering and sustainable systems for repurposing and upcycling plastic waste, which then enabled production of practically useful and culturally meaningful 3D printed objects, artefacts and products. Building upon the outcome and with a view towards implementation, Creative Pathways, an educational initiative aimed at propagating 3D printing and contextual design, was established and is being delivered in local schools.

Details

Unmaking Waste in Production and Consumption: Towards the Circular Economy
Type: Book
ISBN: 978-1-78714-620-4

Keywords

Book part
Publication date: 18 January 2024

Naraindra Kistamah

This chapter offers an overview of the applications of artificial intelligence (AI) in the textile industry and in particular, the textile colouration and finishing industry. The…

Abstract

This chapter offers an overview of the applications of artificial intelligence (AI) in the textile industry and in particular, the textile colouration and finishing industry. The advent of new technologies such as AI and the Internet of Things (IoT) has changed many businesses and one area AI is seeing growth in is the textile industry. It is estimated that the AI software market shall reach a new high of over US$60 billion by 2022, and the largest increase is projected to be in the area of machine learning (ML). This is the area of AI where machines process and analyse vast amount of data they collect to perform tasks and processes. In the textile manufacturing industry, AI is applied to various areas such as colour matching, colour recipe formulation, pattern recognition, garment manufacture, process optimisation, quality control and supply chain management for enhanced productivity, product quality and competitiveness, reduced environmental impact and overall improved customer experience. The importance and success of AI is set to grow as ML algorithms become more sophisticated and smarter, and computing power increases.

Details

Artificial Intelligence, Engineering Systems and Sustainable Development
Type: Book
ISBN: 978-1-83753-540-8

Keywords

Book part
Publication date: 21 December 2010

Marc Schneiberg and Gerald Berk

Organizational scholars increasingly appreciate the role of categories as bases of order or “cognitive infrastructures” in markets. Yet they construe categories as disciplinary…

Abstract

Organizational scholars increasingly appreciate the role of categories as bases of order or “cognitive infrastructures” in markets. Yet they construe categories as disciplinary devices. They understand category formation, implementation, and revision as the purview of professionals. And they tie those processes to notions of institutional development that sharply distinguish settled from unsettled or disordered eras. We challenge these conceptions through a historical study of how manufacturers, associations, and cost accountants broke from the disciplinary functions of accounting categories underlying mass production to create new categorical schemes devoted to learning, innovation, and improvement. Reformers reconfigured the uses of categories in markets, mobilizing classifications to spark reflection, experimentation, and improvement among firms by perturbing taken-for-granted assumptions. They also redesigned the practices of producing, implementing, and revising categories. Manufacturers themselves produced and routinely revised classifications through collective deliberation, while accountants served as their consultants, rather than autonomous authorities who monopolized category formation and implementation. In so doing, reformers forged foundations for upgrading markets and fostering competition based on innovation and improvement in a variety of industries. Based on these findings, we extend existing research beyond categorical imperatives to highlight how categories also serve as cognitive infrastructures for learning, discovery, and innovation in markets.

Details

Categories in Markets: Origins and Evolution
Type: Book
ISBN: 978-0-85724-594-6

Book part
Publication date: 10 December 2012

Nirupama Prakash

Paper recycling is an environment friendly technology used worldwide. The process involves turning waste paper into new paper products. According to the Society for Technology and…

Abstract

Paper recycling is an environment friendly technology used worldwide. The process involves turning waste paper into new paper products. According to the Society for Technology and Action for Rural Advancement (TARA), the process includes shredding of waste paper, soaking the shredded paper in water overnight, feeding the shredded soaked paper inside the hydrapulper, transforming wet material into pulp, forming pulp into required and specified size of paper, squeezing out excess water from wet paper, drying the wet sheet on cloth, removing the paper from the cloth, cutting paper into definite size, and finally manufacturing the product. Handmade paper can be used for making different paper products. This simple technology can reduce environment degradation, produce cost-effective paper, inculcate skill development, and create livelihoods. This chapter highlights a specific activity initiated in 2007 by the author in the capacity of then director, UGC Centre for Women Studies, BITS, Pilani. The activity involved setting up the TARA Mini Paper Recycling Unit, sponsored by the UGC Centre for Women Studies, BITS, Pilani, training 10 rural women on the process of making paper from waste paper and making end products out of recycled paper. The outcome of this activity was economic empowerment and helping women acquire skills of making paper from waste paper.

Details

Linking Environment, Democracy and Gender
Type: Book
ISBN: 978-1-78190-337-7

Content available
Book part
Publication date: 1 February 2024

Abstract

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Future Tourism Trends Volume 2
Type: Book
ISBN: 978-1-83753-971-0

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