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Мебельное и декоративное искусство Америки 19-го века

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This new task situation often occurs when the company is launching a new product, which means that its marketing department is strongly involved and thus is an important influencer. A European multi-sector study carried out on 200 marketing managers and buyers in four different sectors (construction, liquid food packaging, auto parts and textiles) about the influence of the brand as a function of different situations, highlighted several points especially concerning the new task (Malaval, 1998): • Supplier brand influence on the buying center members is at its strongest in this situation (Table 4), • Supplier brand influence is perceived as big, even very big on marketing managers, buyers and production managers, • The brand has rather important influence on research and development managers, general management, and quality control managers, • Maintenance executives and users consider it as less important.

And Di Benedetto, C. , (1993), Brand Equity in the Business to Business Sector: An Exploratory Study, Journal of Product and Brand Management, vol. n02, n03, p 4-16. Hague, P. , (1994), The Power of Industrial Brands, Londres, McGraw-Hill. , (1988), Du solei! la terre, Une histoire de Saint-Gobain, Paris, J-C Lattes. , (1943), A Theory of Human Motivation, The Psychological Review, n050. McDowell M. , Doyle, P. and Wong. , (1997), An Exploration of Branding in Industrial Markets, Industrial Marketing Management, vol.

Secondly, risks due to the level of the suppliers' commitment to the relationship (amount of investment, involvement, availability, will to collaborate, gains in term of innovation and security). 5 Risks linked to the nature of the customers' position as regards the supply market The customer should have different supply solutions. Although the supply market undergoes economic changes, which can affect the industrial customer's buying behavior, the structural characteristics of the market exert a much stronger influence.

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