Some scholars propose that the concept of market orientation needs to be extended to encompass a company s indirect customers too. In an action-oriented perspective, this extended market orientation implies the notion of "multi stagemarketing" (MSM). For B to B settings, MSM entails the expanded consideration of both direct and indirect customers; it also provides the necessary capabilities to implement such a market orientation. In this study, Alejandro-Marcel Schonhoff presents a scenario-based experiment, using limit conjoint analysis, to establish an empirical basis for measuring the potential effects of different MSM types on direct customers willingness to pay and other key outcome variables. The results show, among other things, that collaborative MSM exerts a positive effect on willingness to pay, whereas non collaborativeMSM has a negative effect on direct customers satisfaction and loyalty. Furthermore, the relevance of MSM depends on the direct customers market power toward their own customers. ContentsConceptualization and definition of MSMGeneric types and instruments of MSMEffect mechanisms of MSMImplications for marketing research and practice Target GroupsLecturers and students of business administration, specializing in marketingMarketing, sales, and general managers working in B to B markets The Author Alejandro-Marcel Schonhoff is a sales manager in the industrial adhesives division of a consumer and industrial goods manufacturer in Dusseldorf, Germany.".