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Sales is an area where many companies find the outcomes belie investments and outcomes. Many companies attempt sales transformation in a piece-meal fashion. In this paper, we discuss the framework for sales transformation and five fundamental levers of sales transformation.
European Journal of Marketing, 2009
Administration. Her thesis examines how customer portfolios can be used in customer asset management in a business-to-business context. Her research interests include customer asset management, customer portfolios and strategic account management.
2000
In 1996, Robert Kaplan and David Norton introduced the Balanced Scorecard performance measurement method, which included not only traditional financial measures but also such qualitative measures as employee satisfaction, corporate mission and customer loyalty. In The Strategy-Focused Organization, they show how the following five principles transform the Balanced Scorecard from a tool for performance measurement to a tool for creating a strategy-driven performance management company:
Technology nowadays enables manufacturers to learn more about their customers by integrate and automate data on many sides such as the sell side and the buy side. Business-to-business e-commerce needs to use all their resources in order to face the cost pressures and the competitive advantage. They need to get the e-marketplaces faster when can improve their products and services. To increase customer service and eliminate the stock need to collect data on customer in order to increase the profits, reduce cost, create new revenue opportunities, and produce new products and services. To expand the e-market and build one-to one customer relationship needs to build strategies to enhance customer service. Customer relationship management is a combination of strategies, processes and policies to increase the interaction with customer by using technology and customer profiles. This paper studies how can CRM helps business to increase e-business quality and customer satisfactions.
Journal of Personal Selling and Sales Management, 2012
The firm's quest to create customer value is dependent on the synergistic coordination of many parts of the organization, wherein internal resources and capabilities are effectively harnessed to create a competitive advantage. The often suboptimal relationship between marketing and sales acts as an inhibitor to success in this regard and has been the subject of much attention in both the academic literature and popular press. The authors offer new insights into this issue by examining how the marketing-sales interface affects, and is affected by, other functional areas in the development of key organizational capabilities. They introduce a holistic framework that identifies key levers that must be integrated through cross-functional coordination and cooperation to achieve superior market-based capabilities that in turn enable the firm to create lasting customer value. Propositions linking the levers to market-based capabilities are offered to shape new research opportunities in the domain of the marketing and sales interface.
Purpose – This study puts forward a demand chain management (DCM) framework underpinned by the alignment theory and applies it to investigate the fashion apparel (FA) industry in China under the impacts of the latest economic transition. Methodology – An exploratory multiple case study methodology involving five Chinese FA firms, each with a different business model and ownership type, was employed. Semi-structured interviews, on-site observations and review of company documents were conducted to collect information for analysis. Findings – Using a conceptual DCM framework as a guide for analysis, the study finds that companies with a higher level of alignment with the external market situation and among the three internal DCM dimensions, namely, market management, supply chain management and organization management, appear to perform better under the rapidly changing economic conditions in China. Theoretical contribution – This study contributes to knowledge by reviewing thoroughly the literature on supply chain management evolution and develops a DCM framework based on the alignment theory that represents the state of the art in this area. By extending the administration-integration-production-development (A-I-P-D) logic set adopted in the alignment theory, this study has also equipped the proposed framework with an empirical tool to measure alignment. Practical contribution – By applying the framework to examine the Chinese apparel industry under the impacts of the latest economic transition, this study provides practitioners in the industry with guidance to help formulate strategies and a tool to measure alignment. The findings of the case study also offer insights to the industry to thrive in the rapidly changing businesses environment with dynamic uncertainties. Keywords – Supply chain management, Demand chain management, Dynamic process alignment, China, Fashion apparel industry Paper type – Research paper
Customer relationship management (CRM) has once again gained prominence amongst academics and practitioners. In this paper, the authors explore the conceptual foundations of CRM by examining the literature on relationship marketing and other disciplines that contribute to the knowledge of CRM. A CRM process framework is proposed that builds on other relationship development process models. Research issues as well as CRM implementation challenges are discussed in this paper.
Journal of the Academy of Marketing Science, 2014
Current models of sales force strategy imply formidable information processing demands, which leads us to take a cognitive approach to studying the issue of sales force strategy. We focus on how top-level executives use mental models of sales force performance to simplify the issue of sales force strategy. We interviewed 74 senior executives responsible for their firms' selling function using the repertory grid approach, as this methodology has been shown to be particularly effective at uncovering the collective cognitive maps on which executives' decisions and behaviors are based. Executives identified a broad set of 37 strategic concepts that they felt distinguish the sales force efforts of directly competing companies. A second set of sales executives classified the 37 concepts into capabilities, resources, and organizational context concepts. Based on the classification results and feedback from both sets of executives, we developed research propositions for examining sales force strategy and provide directions for future research.
In the last years, most of the leader companies have advantages of their CRM (customer relationship management) systems in order to improve their market share. These companies implement CRM systems to get loyal customer portfolio and maintain the sustainability of it. While they are building CRM strategies, they try to catch business excellence results like valuable marketing opportunities, improve customer value and customer satisfaction. CRM gained prominence as a marketing sub-discipline in the 1990s, fueled by publications like The One to One Future and The Loyalty Effect. Some studies were especially powerful in highlighting the gap between the cost of acquiring customers and retaining them. The quest for competitive advantage and profitability triggered a rush to implement CRM programs in enterprises both large and small in all corners of the globe. Different kinds of studies show that there are some key components which play a critical role in gaining success for companies which use CRM applications. At this situation, these key components are named as critical success factors. Purpose of this study is to find out that how these critical success factors affect results which show company performance. On this direction, critical success factors are defined as independent variable and company performance is defined as dependent variable. A supportive model is suggested. In order to verify proposed model, hypotheses are developed and a survey is applied in automotive sales agents in Turkey. The study is completed with survey results.
Proceedings of 24th Australasian Conference on Information Systems , 2013
Demand supply chain management (DSCM), which integrates market segmentation with supply chain strategy supported by proper alignment in organizational configuration, is regarded by researchers as the next stage of evolution of supply chain management. Through an exploratory case study of the pharmaceutical industry, this study investigates the role of information systems / information technology (IS/IT) as an enabler of DSCM. The findings reveal that there is little alignment between IS and supply chain strategy even though technology is used widely in the company that is investigated. The lack of alignment has prevented the organisation from being DSCM capable. The study highlights the impacts of lack of alignment between IS and DSCM and helps practitioners understand the implications.
Industrial Marketing Management
As the body of knowledge on marketing-sales interface expands, there is a greater need to investigate the specific aspects of marketing–sales configurations in B2B firms. Using a qualitative methodology and interview data collected from over 100 sales and marketing professionals from the US, The Netherlands and Slovenia, this study presents a dynamic, evolutionary spectrum of four B2B marketing–sales interface configurations. These configurations are described in detail in terms of structure, communication patterns, information sharing, collaboration, and strategic outcomes. The findings show that no configuration is inherently superior. Our dynamic configuration spectrum offers managers a toolkit to evaluate their firm's marketing–sales interface in terms of current and desired positions, and contribute to their firm's market orientation and business performance.