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Interconnected levels of multi-stage marketing: A triadic approach

Author

Listed:
  • Vedel, Mette
  • Geersbro, Jens
  • Ritter, Thomas

Abstract

Multi-stage marketing gains increasing attention as knowledge of and influence on the customer's customer become more critical for the firm's success. Despite this increasing managerial relevance, systematic approaches for analyzing multi-stage marketing are still missing. This paper conceptualizes different levels of multi-stage marketing and illustrates these stages with a case study. In addition, a triadic perspective is introduced as an analytical tool for multi-stage marketing research. The results from the case study indicate that multi-stage marketing exists on different levels. Thus, managers must not only decide in general on the merits of multi-stage marketing for their firm, but must also decide on which level they will engage in multi-stage marketing. The triadic perspective enables a rich and multi-dimensional understanding of how different business relationships influence each other in a multi-stage marketing context. This understanding assists managers in assessing and balancing different aspects of multi- stage marketing. The triadic perspective also offers avenues for further research.

Suggested Citation

  • Vedel, Mette & Geersbro, Jens & Ritter, Thomas, 2012. "Interconnected levels of multi-stage marketing: A triadic approach," jbm - Journal of Business Market Management, Free University Berlin, Marketing Department, vol. 5(1), pages 1-20.
  • Handle: RePEc:zbw:fubjbm:58195
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    File URL: https://www.econstor.eu/bitstream/10419/58195/1/716013320.pdf
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    References listed on IDEAS

    as
    1. E. Alan Hartman & James L. Phillips & Steven G. Cole, 1976. "Conflict and Survival in Triads," Journal of Conflict Resolution, Peace Science Society (International), vol. 20(4), pages 589-608, December.
    2. Catherine Pardo & Robert Salle, 1994. "Strategic interplays of an actor in a relationship with a distributor," Post-Print hal-02311848, HAL.
    3. Vincenza Odorici & Raffaele Corrado, 2004. "Between Supply and Demand: Intermediaries, Social Networks and the Construction of Quality in the Italian Wine Industry," Journal of Management & Governance, Springer;Accademia Italiana di Economia Aziendale (AIDEA), vol. 8(2), pages 149-171.
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    Cited by:

    1. Andrea Gelei & Zsofia Kenesei, 2016. "The Effect of Relation-Specific Investments in the Supply Chain Triad on Innovation Performance," Management, University of Primorska, Faculty of Management Koper, vol. 11(2), pages 123-138.

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