In the quest for better differentiation of their products, many
firms in B2B markets have started to systematically invest in brand
building. Stefan Worm analyzes how component supplier brand
strength among original equipment manufacturers' (OEMs') customers
affects component suppliers' market performance in their
relationships with these OEMs. Further, the author determines which
management instruments are effective in building, sustaining, and
leveraging component supplier brand strength. The analysis relies
on data collected from multiple manufacturing industries.
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