Reputation Transfer to Enter New B-to-B Markets
Physica (Verlag)
978-3-7908-2356-1 (ISBN)
Definition of Research Problem. - Introduction;Structure of Work; Objective Targets of Thesis. - Theoretical Framework.- Commitment-Trust Theory and the Nature of Commitment; Resource-Based and Knowledge-Based View; Reputation as a Resource, an Intangible Asset and a Barrier. - Perspectives on Corporate Reputation and Reputation Transfer.-Perspectives of Relationship Marketing; Defining Corporate Reputation in B-to-B Relationships; A Standard Construct of Reputation-Useful and Appropriate?; The Concept of Reputation Transfer; The Relevance of Direct Marketing Media to Build CR; Defining and Quantifying Culture. - Development of Constructs and Related Hypotheses.- The C-OAR-SE Procedure for Scale Development; Formative versus Reflective Measurement Models; Moderating and Mediating Effects in Causal Models; Applying the Bonferroni-Holm's Procedure; Development of Constructs; Related Hypotheses;Structural Model of Reputation and Reputation Transfer. - Empirical Survey.- Markets Under Consideration; The Measurement Model. - Results and Findings. - Synopsis of Measurement Criteria;Model Validation; Assessment of Research Hypotheses; Findings related to Countries and Stakeholder Groups; Discussion of Research Questions. - Conclusions, Implications and Research Suggestions. - Scientific Implications; Managerial Implications; Conclusions and Outlook. - References. - Annex.
This book is winner of the "Centre for Corporate Reputation Best Dissertation Award for 2010" at the University of Oxford.
This book is winner of the "Centre for Corporate Reputation Best Dissertation Award for 2010" at the University of Oxford.
Erscheint lt. Verlag | 3.12.2009 |
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Reihe/Serie | Contributions to Management Science |
Zusatzinfo | XXII, 229 p. 43 illus., 3 illus. in color. |
Verlagsort | Heidelberg |
Sprache | englisch |
Maße | 155 x 235 mm |
Gewicht | 500 g |
Themenwelt | Mathematik / Informatik ► Informatik |
Sozialwissenschaften | |
Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb | |
Schlagworte | Brand Related Fit • Category Related Fit • Corporate Reputation • Cross Cultural Marketing • Customer Relationship Management • Customer Relationship Management (CRM) • Direct Marketing • Hardcover, Softcover / Wirtschaft/Werbung, Marketing • Marketing • Reputation Management • Reputation Transfer |
ISBN-10 | 3-7908-2356-2 / 3790823562 |
ISBN-13 | 978-3-7908-2356-1 / 9783790823561 |
Zustand | Neuware |
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