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Some scholars propose that the concept of market orientation needs
to be extended to encompass a company's indirect customers too. In
an action-oriented perspective, this extended market orientation
implies the notion of multistage marketing (MSM). For B-to-B
settings, MSM entails the expanded consideration of both direct and
indirect customers; it also provides the necessary capabilities to
implement such a market orientation. In this study,
Alejandro-Marcel Schoenhoff presents a scenario-based experiment,
using limit conjoint analysis, to establish an empirical basis for
measuring the potential effects of different MSM types on direct
customers' willingness to pay and other key outcome variables. The
results show, among other things, that collaborative MSM exerts a
positive effect on willingness to pay, whereas non collaborative
MSM has a negative effect on direct customers' satisfaction and
loyalty. Furthermore, the relevance of MSM depends on the direct
customers' market power toward their own customers.
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