Effect mechanisms of MSM

Building on the conceptualization and definition for MSM, I can now focus on describing its effect mechanisms. A supplier’s consideration of several market stages does not imply that he has the ambition to create value on each of those stages. Consequently, the possible effects of MSM do not generally apply. According to their value creation potential on different market stages, it is possible to distinguish different generic types of MSM. In section 3.1, I identify three types of MSM activities—namely

non-collaborative MSM

(measures that bypass direct customers aiming to create superior relationship value only on indirect customers’ market stages),

collaborative MSM

(measures that include direct and indirect customers in the perspective aiming to create superior relationship value on all customers’ market stages), and

MSM in a wider sense

(measures that include indirect customers in the perspective aiming to create superior relationship value on the direct customers’ market stage).