Innovation in a High Technology B2B Context

Investment goods and services require the particular acceptance of buying, technical and strategic departments in customer organisations. The empirical evidence of large scale consumer (B2C) studies therefore bear no validity for B2B decision scenarios in large corporations. Investment goods and services require the particular acceptance of buying, technical and strategic departments in customer organisations. The empirical evidence of large scale consumer (B2C) studies therefore bear no validity for B2B decision scenarios in large corporations. Monika Maria Möhring draws on deep insight in an industry-leading multinational corporation's automation, IT, MRO, warehousing and process innovation projects. She scrutinises the build-up and optimisation of sustainable supply relationships. This book depicts the idea, testing, and use of a comprehensive research agenda and methodology for value networks and dyads therein. It introduces a diagnostic industry-proven scorecard and highlights its application for managerial governance of strategic supply chains. Contents Industrial B2B Marketing Value and Innovation in Customer-Centric Business-to-Business Collaboration Innovation Network and Case Study Target Groups Researchers and students in the fields of business and management, operations and B2B marketing, logistics, supply chain management, and innovation management Practitioners in high technology, capital intensive industries The Author Prof. Dr. Monika Maria Möhring is a professor of Business, Logistics and Innovation Management atTechnische Hochschule Mittelhessen University of Applied Sciences in Friedberg, Germany.