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Value-based selling: An organizational capability perspective

机译:基于价值的销售:组织能力的角度

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Creating superior customer value is central to a company's success in competitive markets. In their quest to increase customer-perceived value, many industrial companies are moving toward customer value-focused sales management. Research-based knowledge of how to manage customer value-based sales operations remains sparse, however, with most of the customer value literature focusing on concepts of value, not their application. By exploring the emerging practices of value-based selling and linking the findings to the body of knowledge on value creation and capture, this study investigates organizational capabilities that contribute longitudinally and relationally to increased customer-perceived value in sales management practice. Our empirical investigation employs nine globally operating industrial companies in an exploratory multiple case study setting. The data collection methods consist of interviews, practice benchmarking workshops, focus groups, and reviews of value assessment tools. The findings of our abductive research process improve the theoretical understanding of organizational capabilities required to improve customer perceived value in business-to-business (B2B) exchange, based on a wider conceptualization of the operational, strategic, symbolic, and social dimensions of customer value. For managers, our study identifies the essential capabilities required for value-based selling, illustrates managerial practices to implement those capabilities, and provides guidance on value proposition design, value quantification, and value communication. (C) 2015 Elsevier Inc All rights reserved.
机译:创造卓越的客户价值是公司在竞争激烈的市场中取得成功的关键。为了增加客户感知的价值,许多工业公司正在转向以客户价值为中心的销售管理。但是,有关如何管理基于客户价值的销售运营的基于研究的知识仍然很少,因为大多数客户价值文献关注的是价值概念,而不是其应用。通过探索基于价值的销售的新兴实践并将发现与价值创造和获取的知识体系联系起来,本研究调查了组织能力,这些能力纵向和相关地有助于在销售管理实践中增加客户感知的价值。我们的实证研究在探索性多案例研究环境中雇用了九家全球运营的工业公司。数据收集方法包括访谈,实践基准研讨会,焦点小组和价值评估工具审查。我们的绑架研究过程的发现基于对客户价值的运营,战略,象征和社会维度的更广泛概念化,提高了对提高企业对企业(B2B)交流中的客户感知价值所需的组织能力的理论理解。 。对于管理者,我们的研究确定了基于价值的销售所需的基本能力,阐述了实现这些能力的管理实践,并就价值主张设计,价值量化和价值沟通提供了指导。 (C)2015 Elsevier Inc保留所有权利。

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