An Explanation for Partial Forward Integration: Why Manufacturers Become Marketers

An Explanation for Partial Forward Integration: Why Manufacturers Become Marketers

Manufacturers are seeking new ways to exercise control over how consumers experience their brands and the division of responsibility for manufacturing and marketing activities is getting redefined in the process. A significant number of manufacturers now sell their products through company-owned sto...

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Main Authors: Wang, Yusong, Bell, David R., Padmanabhan, V.
Format: text
Language:English
Published: Institutional Knowledge at Singapore Management University 2002
Subjects:
Marketing
Online Access:https://ink.library.smu.edu.sg/lkcsb_research/2404
https://citeseerx.ist.psu.edu/viewdoc/summary?doi=10.1.1.8.4066
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Institution: Singapore Management University
Language: English
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spelling sg-smu-ink.lkcsb_research-34032010-09-23T12:30:04Z An Explanation for Partial Forward Integration: Why Manufacturers Become Marketers Wang, Yusong Bell, David R. Padmanabhan, V. Manufacturers are seeking new ways to exercise control over how consumers experience their brands and the division of responsibility for manufacturing and marketing activities is getting redefined in the process. A significant number of manufacturers now sell their products through company-owned stores as well as through independent retailers. More interestingly, many do so in direct competition with independent retailers (i.e., the retail stores are physically co-located). We derive conditions under... 2002-07-01T07:00:00Z text https://ink.library.smu.edu.sg/lkcsb_research/2404 https://citeseerx.ist.psu.edu/viewdoc/summary?doi=10.1.1.8.4066 Research Collection Lee Kong Chian School Of Business eng Institutional Knowledge at Singapore Management University Marketing
institution Singapore Management University
building SMU Libraries
continent Asia
country Singapore
Singapore
content_provider SMU Libraries
collection InK@SMU
language English
topic Marketing
spellingShingle Marketing
Wang, Yusong
Bell, David R.
Padmanabhan, V.
An Explanation for Partial Forward Integration: Why Manufacturers Become Marketers
description Manufacturers are seeking new ways to exercise control over how consumers experience their brands and the division of responsibility for manufacturing and marketing activities is getting redefined in the process. A significant number of manufacturers now sell their products through company-owned stores as well as through independent retailers. More interestingly, many do so in direct competition with independent retailers (i.e., the retail stores are physically co-located). We derive conditions under...
format text
author Wang, Yusong
Bell, David R.
Padmanabhan, V.
author_facet Wang, Yusong
Bell, David R.
Padmanabhan, V.
author_sort Wang, Yusong
title An Explanation for Partial Forward Integration: Why Manufacturers Become Marketers
title_short An Explanation for Partial Forward Integration: Why Manufacturers Become Marketers
title_full An Explanation for Partial Forward Integration: Why Manufacturers Become Marketers
title_fullStr An Explanation for Partial Forward Integration: Why Manufacturers Become Marketers
title_full_unstemmed An Explanation for Partial Forward Integration: Why Manufacturers Become Marketers
title_sort explanation for partial forward integration: why manufacturers become marketers
publisher Institutional Knowledge at Singapore Management University
publishDate 2002
url https://ink.library.smu.edu.sg/lkcsb_research/2404
https://citeseerx.ist.psu.edu/viewdoc/summary?doi=10.1.1.8.4066
_version_ 1770570239678873600

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