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Management for Professionals Margit Enke Anja Geigenmüller Alexander Leischnig Editors Commodity Marketing Strategies, Concepts, and Cases Management for Professionals The Springer series Management for Professionals comprises high-level business and management books for executives. The authors are experienced business professionals and renowned professors who combine scientific background, best practice,andentrepreneurialvisiontoprovidepowerfulinsightsintohowtoachieve businessexcellence. Moreinformationaboutthisseriesathttps://link.springer.com/bookseries/10101 (cid:129) (cid:129) Margit Enke Anja Geigenmüller Alexander Leischnig Editors Commodity Marketing Strategies, Concepts, and Cases Editors MargitEnke AnjaGeigenmüller TUBergakademieFreiberg TUIlmenau Freiberg,Germany Ilmenau,Germany AlexanderLeischnig TUBergakademieFreiberg Freiberg,Germany ISSN2192-8096 ISSN2192-810X (electronic) ManagementforProfessionals ISBN978-3-030-90656-6 ISBN978-3-030-90657-3 (eBook) https://doi.org/10.1007/978-3-030-90657-3 Translation from the German language edition: “Commodity Marketing” by Margit Enke et al., # Springer Fachmedien Wiesbaden 2014. Published by Springer Gabler, Wiesbaden. All Rights Reserved. #TheEditor(s)(ifapplicable)andTheAuthor(s),underexclusivelicensetoSpringerNatureSwitzerland AG2005,2011,2014,2022 Thisworkissubjecttocopyright.AllrightsaresolelyandexclusivelylicensedbythePublisher,whether thewholeorpartofthematerialisconcerned,specificallytherightsofreprinting,reuseofillustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilarmethodologynowknownorhereafterdeveloped. Theuseofgeneraldescriptivenames,registerednames,trademarks,servicemarks,etc.inthispublication doesnotimply,evenintheabsenceofaspecificstatement,thatsuchnamesareexemptfromtherelevant protectivelawsandregulationsandthereforefreeforgeneraluse. The publisher, the authors, and the editorsare safeto assume that the adviceand informationin this bookarebelievedtobetrueandaccurateatthedateofpublication.Neitherthepublishernortheauthorsor theeditorsgiveawarranty,expressedorimplied,withrespecttothematerialcontainedhereinorforany errorsoromissionsthatmayhavebeenmade.Thepublisherremainsneutralwithregardtojurisdictional claimsinpublishedmapsandinstitutionalaffiliations. ThisSpringerimprintispublishedbytheregisteredcompanySpringerNatureSwitzerlandAG. Theregisteredcompanyaddressis:Gewerbestrasse11,6330Cham,Switzerland Preface Manymarketshavebecomeincreasinglychallengingenvironmentsforcompanies. One of the challenges that various companies face and that has a major impact on different stakeholders within and outside of companies is the “commodity trap.” This trap refers to a situation in which companies lose their differentiated position andcompetitiveedgeandbecomealike.Differentfactorscontributetothissituation, and escaping the commodity trap often takes major efforts. Manufacturers and service providers therefore have to develop and implement clever strategies to preventorcounteractcommoditization. The book Commodity Marketing aims to provide guidance in this regard. It explains key concepts and processes, discusses different strategies and tools, and illustratestheimplementationofcommoditymarketinginspecificcontexts.Assuch, it provides a theoretical foundation on the one hand, while offering interesting practitionerinsightsontheotherhand.Thebookisbasedonapreviouspublication thathasbeenpublishedinGermanlanguageinthreeeditionsinthepastfewyears. Wethankalltheauthorswhohavecontributedchapterstothisvolumeaswellasto pastvolumes. The book Commodity Marketing illuminates the topic commodity marketing from multiple perspectives and in diverse settings. Taken together, the chapters provide a comprehensive overview which allows interested readers to explore different facets of commodity marketing. The book may serve as a textbook for students who want to learn about commodities, commoditization, and de-commoditization. It may also be of interest for executives in companies, whose offeringincludescommoditiesorproductsandservicesthatgraduallytransforminto commodities. Overall, the intention of this book is to offer insights into important areas of commoditymarketingandtoprovideimpetusforadialogueonthetopic. FreibergandIlmenau,Germany MargitEnke AnjaGeigenmüller AlexanderLeischnig v Contents PartI FundamentalsofCommodityMarketing CommodityMarketing:AnIntroductionintoKeyConcepts andProcesses. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 MargitEnke,AnjaGeigenmüller,andAlexanderLeischnig CommodityDifferentiation:ACross-IndustryApproach. . . . . . . . . . . . 21 BoasBamberger,ChristianHomburg,MatthiasStaritz,andStephan Bingemer CommoditiesintheServiceSector:ParticularitiesandImplications forMarketing. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43 ManfredBruhnandAnjaZimmermann PartII CommodityMarketingStrategiesandTools CommodityPricing:Fast,Simple,Intelligent. . . . . . . . . . . . . . . . . . . . . 73 AndreaMaessen,BertSebastianStrasmann,andJanHaemer PriceNegotiationsinCommodityMarkets. . . . . . . . . . . . . . . . . . . . . . . 85 MarkusVoethandUtaHerbst ABehavioralApproachtoPricinginCommodityMarkets:Dual ProcessingofPriceswithinandaroundWillingness-to-PayRanges. . . . 105 FlorianDostandRobertWilken PriceKnowledgeandPriceExpectations:TheirRoleforCustomer RelationshipMarketingofTelecommunicationsProviders. . . . . . . . . . . 119 DoreénPick OnPriceRolesandBudgetBranding. . . . . . . . . . . . . . . . . . . . . . . . . . . 141 BjörnIvens,BrigitteMüller,SteffenWölfl,andAlexanderLeischnig CustomerParticipationandCommodityMarketing. . . . . . . . . . . . . . . . 153 FrankJacobandThomasAichner vviiii viii Contents AnEconomicViewonGroupBuyingasMarketingApproach forCommodities. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 167 AndreasKlein CommoditiesandCustomerLoyalty:SquaringoftheCircle?. . . . . . . . 185 PeterBillen,TilmannRaff,andCraigThorrold UpdatesontheConnectionBetweenCustomerRelationship ManagementandCommoditization. . . . . . . . . . . . . . . . . . . . . . . . . . . . 215 GustavoMartinez-LiraandMartinReimann CustomerEngagementasanApproachtoDe-Commoditisation. . . . . . . 237 AnnaNauenandMargitEnke OnBecomingMarketOrientedinaCommodityMarket:Aligning InternalOperationalCapabilitieswithCustomerNeeds. . . . . . . . . . . . . 255 VictoriaL.CrittendenandWilliamF.Crittenden DifferentiatingtheIndifferent:DealingwithCommoditization ParadoxThroughInnovation. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 265 SabrinaC.Thornton AConfigurationalPerspectiveonBrandRelevanceinCommodity Markets. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 281 AlexanderLeischnigandAnjaGeigenmüller InfluencerMarketingasaCounterstrategytotheCommoditization ofMarketingCommunications:ABibliometricAnalysis. . . . . . . . . . . . 293 MandyPickandMarkoSarstedt PartIII CommodityMarketinginSpecificContexts AnInternationalPerspectiveonCommodityMarketing. . . . . . . . . . . . . 331 MichaelR.CzinkotaandMargitEnke Non-price-RelatedDe-commoditization:AnExploratoryStudy intheRefractoriesIndustry. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 349 AnjaGeigenmüllerandChristosG.Aneziris CRMintheEnergyMarket:CustomerRelationshipManagement inCommodityIndustriesUsingtheExampleofanEnergyService Provider. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 365 ManuelaKünzelandLutzLohse IlluminatingOrganizationalProcessesBehindtheRising PhenomenonofIndustryCommoditization. . .. . . . . . . . .. . . . . . . . .. . 391 IsabelLuther De-commoditizationinB2BMarkets:ACommunicationPerspective. . . 413 AnjaGeigenmüllerandElisabethKuhn Part I Fundamentals of Commodity Marketing Commodity Marketing: An Introduction into Key Concepts and Processes Margit Enke, Anja Geigenmüller, and Alexander Leischnig 1 Introduction Positioning offerings and differentiating them from those of competitors are key tasks of marketing. For a particular category of products and services, namely commodities, these tasks create special challenges. Commodities are commonly referredtoasproductsandservicesinacategorythatareperceivedaslargelysimilar. Typicalexamplesofcommoditiesincludeconsumergoods(e.g.papertissues,fruits orvegetables),industrialgoods(e.g.chemicals,bulkmaterialormetals)andservices (e.g.logisticsandtransportationservices,carrentalservicesorcallcentres). Amajorchallengeforcompaniesoperatingincommoditymarketsisthecreation and communication of a unique selling proposition to differentiate offerings from thoseofrivalsinthemarket.Inadditiontomarketingcommodities,commoditization requirescompaniestothwarttheerosionofcompetitiveadvantages.Commoditiza- tion transforms products and services with a clear positioning and differentiation fromcompetitionintocommodities,thusincreasingtheriskthatcompaniesgetstuck in a “commodity trap”. Commoditization implies that products and services lose ThischapterwasoriginallypublishedinGermanasEnke,M.,Geigenmüller,A.,&Leischnig, A.(2014).CommodityMarketing—EineEinführung,InM.Enke,A.Geigenmüller,&A. Leischnig(eds.),CommodityMarketing.SpringerGabler,Wiesbaden.Translatedandupdatedwith permission. M.Enke·A.Leischnig(*) TUBergakademieFreiberg,Freiberg,Germany e-mail:[email protected];[email protected] A.Geigenmüller TUIlmenau,Ilmenau,Germany e-mail:[email protected] #TheAuthor(s),underexclusivelicensetoSpringerNatureSwitzerlandAG2022 3 M.Enkeetal.(eds.),CommodityMarketing,ManagementforProfessionals, https://doi.org/10.1007/978-3-030-90657-3_1