Kundennutzen in industriellen Geschäftsbeziehungen

Beutin, Nikolas

doi:10.1007/978-3-663-08678-9

Cited by 41 publications

(5 citation statements)

References 0 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…The measurement of the second construct, salesperson's behaviour, is drawn from relational contract theory (Macneil, 1980), supplemented by inputs from Dwyer et al (1987). The two scales, adapted for use in German, were derived from Beutin (2000) and Ivens (2002). The nine factors were measured by multi‐item scales, for each of which an index was calculated.…”

Section: Methodsmentioning

confidence: 99%

“…The results of our study suggest the need for systematically interactive brand management, which can be defined, in the B-to-B context, as the management process of planning, implementing and controlling relationship-shaping interactive processes with current or potential customers through sales operations, with the objective of anchoring an identity-matching image in the minds of relevant buying-centre members (Binckebanck, 2006). Interactive brand management is thus fundamentally about using the sales function as the drive-shaft for the communication of differentiating company values, integrating sales into brand management and implementing a strategy of "relationship leadership".…”

Section: Management-related Implicationsmentioning

confidence: 99%

“…The two scales, adapted for use in German, were derived from Beutin (2000) and Ivens (2002). The nine factors, representing three items, were measured by multi-item scales, for each of which an index was calculated.…”

Section: Measurementsmentioning

confidence: 99%

See 2 more Smart Citations

Sales force impact on B‐to‐B brand equity: conceptual framework and empirical test

Baumgarth

Binckebanck

2011

Journal of Product &Amp; Brand Management

View full text Add to dashboard Cite

Standard-Nutzungsbedingungen:Die Dokumente auf EconStor dürfen zu eigenen wissenschaftlichen Zwecken und zum Privatgebrauch gespeichert und kopiert werden.Sie dürfen die Dokumente nicht für öffentliche oder kommerzielle Zwecke vervielfältigen, öffentlich ausstellen, öffentlich zugänglich machen, vertreiben oder anderweitig nutzen.Sofern die Verfasser die Dokumente unter Open-Content-Lizenzen (insbesondere CC-Lizenzen) zur Verfügung gestellt haben sollten, gelten abweichend von diesen Nutzungsbedingungen die in der dort genannten Lizenz gewährten Nutzungsrechte. ........................................................................................................................................ and items .................................................................................................................32 * The authors wish to thank Keith Crosier for his valuable comments and contribution 2 Abstract Purpose -To develop and empirically test a conceptual framework explaining the influence of the sales force and two elements of the marketing mix on brand equity, in the context of business-to-business marketing. Terms of use: Documents in EconStor mayDesign/methodology/approach -A conceptual framework of four drivers of B-to-B brand equity was built from a review of the relevant literature and various other theoretical sources.Six research hypotheses were generated, and tested by partial least squares analysis of a sample of 201 respondents in B-to-B firms in Germany. Findings -The results confirm the high relevance of the sales force to the building and maintenance of a strong B-to-B brand. The most important driver of brand equity in this environment is the salesperson"s behaviour, followed by the salesperson"s personality, product quality and non-personal marketing communications, in that order. Practical implications -Effective management of a B-to-B brand is impossible without the support of the sales force. The study furthermore confirms that brand equity can also be influenced by the two elements of the marketing mix investigated: the product and marketing communications. It also offers an alternative approach to the measurement of brand equity in B-to-B marketing. Research limitations -Originality/value -This is the first study to test empirically the widely claimed influence of the sales force on B-to-B brand equity, developing a simple but powerful framework to integrate sales management and brand management in this context.

show abstract

Section: Methodsmentioning

confidence: 99%

Section: Management-related Implicationsmentioning

confidence: 99%

See 1 more Smart Citation

Sales force impact on B‐to‐B brand equity: conceptual framework and empirical test

Baumgarth

Binckebanck

2011

Journal of Product &Amp; Brand Management

View full text Add to dashboard Cite

show abstract

“…B. die Arbeiten vonGiering (2000);Beutin (2000);Gregori (2006) und. zu entsprechenden Anwendungsfällen im Marketing z.…”

unclassified

Strukturgleichungsmodellierung

Weiber,

Mühlhaus

2014

Springer-Lehrbuch

209

View full text Add to dashboard Cite

“…Im Vergleich zu anderen Inhalten, die Kunden über Unternehmen untereinander austauschen, ist dabei zu vermuten, dass gerade bei starker Leistungshomogenität und damit geringer Komplexität verschiedener Anbieter (Beutin 2000) preisliche Aspekte gegenüber anderen Leistungsaspekten (wie z. Im Vergleich zu anderen Inhalten, die Kunden über Unternehmen untereinander austauschen, ist dabei zu vermuten, dass gerade bei starker Leistungshomogenität und damit geringer Komplexität verschiedener Anbieter (Beutin 2000) preisliche Aspekte gegenüber anderen Leistungsaspekten (wie z.…”

Section: Hypothesen Zur Mund-zu-mund-kommunikation Von Preisenunclassified

Mund-zu-Mund-Kommunikation von Preisen: Die Sicht der Kunden

Siems

Gerstandl²

2009

Mark Rev St. Gallen

View full text Add to dashboard Cite

Kundennutzen in industriellen Geschäftsbeziehungen

Cited by 41 publications

References 0 publications

Sales force impact on B‐to‐B brand equity: conceptual framework and empirical test

Sales force impact on B‐to‐B brand equity: conceptual framework and empirical test

Strukturgleichungsmodellierung

Mund-zu-Mund-Kommunikation von Preisen: Die Sicht der Kunden

Contact Info

Product

Resources

About