Reputation Transfer to Enter New B-to-B Markets: Measuring and Modelling Approaches (Contributions to Management Science)

Falkenreck, Christine

ISBN 10: 3790823562 / ISBN 13: 9783790823561

Verlag: Physica, 2009

Beschreibung

Gut/Very good: Buch bzw. Schutzumschlag mit wenigen Gebrauchsspuren an Einband, Schutzumschlag oder Seiten. / Describes a book or dust jacket that does show some signs of wear on either the binding, dust jacket or pages.

Bestandsnummer des Verkäufers M03790823562-V

Bibliografische Details

• Titel: Reputation Transfer to Enter New B-to-B Markets: Measuring and Modelling Approaches (Contributions to Management Science)
• Verlag: Physica
• Erscheinungsjahr: 2009
• Sprache: Englisch
• ISBN-10: 3790823562
• ISBN-13: 9783790823561
• Einband: Hardcover
• Zustand: very good

Über diesen Titel

Inhaltsangabe

An increasing number of products and services are not differentiated by inherent features, but by the vendors, particularly their reputation and marketing commu- cation. Consequently, a positive reputation provides competing vendors with a virtually inimitable competitive advantage. Contemporary research concerning antecedents and consequences of reputation in the domain of marketing is dominated by branding and line extension issues. Organizations’ communication efforts and the relation of reputation and the c- munication media are not fully understood; nor have they been challenged up to now. Moreover, customers’ perception of reputation is clearly embedded in their cultural context. However, contemporary marketing research restricts both conceptual and empirical considerations to Western-type cultures. Frequently, even the differences in Western-type cultures are neglected. Considering these shortcomings in contemporary marketing research, Dr. Christine Falkenreck investigates the opportunities and limits, and also the potential bene?ts and dangers of transferring a vendor’s positive reputation to product categories never produced or offered by the considered vendor. Embedding the empirical investigation of both reputation management and reputation transfer in a coherent theoretical framework, which is grounded in the Commitment-Trust theory, is her merit. She derives and validates an integrated model that appears to be valid in all cultures considered in her study. The results of this analysis contribute substantially to our understanding of reputation measuring and managing. These results are not restricted to academic interests and they provided practitioners with a variety of new insights. Thus, this thesis will ho- fully be widely discussed in bothacademia and management practice.

Von der hinteren Coverseite

This book focuses on the development and cross-cultural testing of a construct of reputation rooted in resource-based theories. No study has ever asked organizational customers to rate the importance of a supplier’s positive reputation on their buying decision. The results of the survey contribute substantially to our understanding of reputation measuring and managing. This book is the first to highlight the cross-link between reputation, reputation transfer and culture, and argues that to develop one cross-culturally valid construct of reputation, which can be used in both B-to-B and B-to-C contexts is neither useful nor appropriate.