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1.
Section I In this paper, a theoretical framework is developed for the analysis of industrial buyer-seller relationships, using the concepts of search, experience and credence qualities, as known from Economics of Information theory. For this purpose, a dynamic perspective on this configuration is offered. By assuming a shift from experience qualities to search qualities in successive transactions, the evolution of the industrial buyer-seller relationship is explained. Section II The analysis indicates that Economics of Information theory may be a useful approach to analyzing industrial buyer-seller relationships. It allows an economic perspective on the phenomenon, while being measurable. The relationship-building can be explained and the changing dynamics of relationships over time can be described.  相似文献   

2.
Product-specific sales incentives (PSIs), or "spiffs," have instigated conflict in business and sales for more than fifty years. PSIs are exactly what they sound like: incentives offered by manufacturers to salespeople to encourage them to promote certain products above those of competitors. PSIs have provoked considerable controversy. They are sometimes likened to "bribes," in that their purpose is to motivate salespeople to offer advice that might contradict what they would otherwise recommend. If a salesperson's job is to sell an array of products, how is it equitable for him or her to receive additional compensation for selling certain products above others? In addition, how are we to justify the bias that the presence of PSIs introduces into the selling process. There is concern that this causes negative consequences for stakeholders, including manufacturers, retailers, salespeople, and, of course, customers. How does this affect the competitive process?The research conducted explores the reaction to PSIs by people of different ages. It reveals a correlation between age, education, and reaction to PSIs. The findings correspond with the Josephson Institute of Ethics report, which found that younger adults tend to exhibit higher tolerance for unethical behavior. Examination of PSIs, like other sales incentives, reveals intentional and unintentional consequences to a wide array of stakeholders. The research indicates that there is value inherent in considering both the propriety and manner of implementation of sales incentives, such as PSIs.  相似文献   

3.
Purpose: Extant literature has devoted more attention to customer value co-creation and knowledge sharing, not only in business-to-customer (B2C) markets, but also in business-to-business (B2B) markets. This study explores and examines the antecedents and consequences of customer knowledge sharing in the context of B2B markets by applying the motivation-opportunity-ability (MOA) framework.

Methodology/Approach: This empirical study involves two structured surveys of project managers from both suppliers (n = 213) and customers (n = 312), which were conducted in the context of the Chinese telecommunication service industry. The conceptual model of this study was subsequently tested by developing Partial Least Squares (PLS) based structural equation models.

Findings: It was found that customer knowledge sharing is facilitated by four MOA factors: customer orientation, customer perceived benefits, customer socialization, and customer technological capability. It was determined that knowledge sharing has a direct and significant effect on project performance. Furthermore, the study revealed that such relationships vary across suppliers and customers.

Research Implications: This study extends the existing research stream of interfirm knowledge sharing by examining the antecedents and consequences of customer knowledge sharing from dual perspectives of customers and suppliers, and sheds light on the benefits of customer knowledge sharing. The dyadic perspective embodied in this design facilitates our understanding and management of knowledge sharing between organizations.

Originality/Value/Contribution: This article provides an important contribution to the existing literature of customer knowledge sharing by revealing how to effectively facilitate interorganizational knowledge sharing, particularly knowledge from customers to suppliers, and discovers conditions under which customers are more likely to exchange information, and share knowledge with their suppliers from the dyadic perspective.  相似文献   

4.
《商对商营销杂志》2013,20(3):63-85
The focus of industrial marketing is shifting toward buyer-seller partnership and greater emphasis is being placed on nurturing these relationships. Partnerships imply intensive ties and complex interaction processes between buyers and sellers. This paper focuses on the affect that perceived product importance has on the complexity of partnership interaction processes. The findings indicate the perceived product importance leads to high levels of cooperation, information exchange and social exchange, in addition to extensive interoranganizational networks involving many functional areas and hierarchical levels. On the other hand, in the industry studied, it did not lead to a mutual commitment of resources. The seller made substantial investments in the relationships with their customers, whereas, in general, the buyers were not perceived as having done so  相似文献   

5.
《商对商营销杂志》2013,20(4):65-76
In dyadic channel relations research, the combined effects of lack of anonymity, question sensitivity, sponsor ambiguity, and the stakes that are involved in channel relationships may inhibit lower-performing channel members from responding to surveys. Using a sample of 100 manufacturers' representatives from four industrial firms, a difference was found in territorial market shares between respondents and nonrespondents to the initial mailing of a questionnaire concerning channel member relationships. However, respondents in later waves of mailings were found to be no different in market shares than the remaining nonrespondents. These results suggest the use of multiple waves of mailings to minimize the potential of a performance related nonresponse bias.  相似文献   

6.
ABSTRACT

Purpose: This research investigates how to manage and organize existing employees when launching a solution sales strategy, specifically addressing whether it is possible to migrate existing sales representatives active in product sales to solution sales, and whether it is possible to combine the roles.

Methodology/approach: A case-based approach was applied to a multinational firm, engaged in business-to-business sales that simultaneously launched a solution sales strategy in 17 countries. In-depth interviews with 29 managers and sales representatives were performed to inductively identify why some countries succeeded in the launch, while others did not.

Findings: Because of fundamental differences in approach between solution and product sales, those countries where the solutions and product businesses were separated performed better. The difference in required capabilities and mindset meant that migrating sales representatives from product to solution sales is problematic.

Research implications: This research offers evidence of differences in mindset and approach between different marketing and sales strategies, extending the conclusions to how these differences affect the possibility of migrating existing sales representatives when launching a new selling strategy. Whether to separate service and product sales has been debated. The present results indicate that separating the current product business from the new solution business facilitates the successful implementation of the new strategy. In the case company, the solutions represent a mixture of product and services, suggesting that the problem is not the difference between products and services, but rather different selling strategies and approaches that require different capabilities.

Practical implications: When launching a solution sales strategy, the solution business should be separated from the current product business at both the organizational and personnel levels. Solution sales necessitates a particular approach and capabilities, making it unadvisable to transfer sales representatives and managers to the new solution business based solely on previous product sales success. Instead, a new skill profile must be developed taking account of the requirements of a demand-driven solution strategy.

Originality/value/contribution: Consensus is lacking as to whether to separate product and service businesses. This article extends the debate to the field of solution

sales, demonstrating that separation is needed to succeed in launching a solution sales strategy. Furthermore, this research extends our knowledge of the difference in approaches between different selling strategies, covering the possibility of successfully migrating existing sales representatives to a different selling strategy.  相似文献   

7.
《商对商营销杂志》2013,20(2):41-74
ABSTRACT

Purpose. The purpose of this paper is to report empirical research that examined the impact of conflict in two different buyer-seller situations, an ongoing relationship and a choice situation where the buyer had to choose between two or more alternative suppliers. Conflict was defined as social conflict and has two distinct types, affective and cognitive.

Methodology/Approach. The methodology used was two mail surveys to a random sample of purchasing association members who had buying responsibilities in their firms. In one survey respondents were asked to self-select a current buyer-seller relationship they had for a period of at least one year and to indicate the degree of perceived conflict they had with the key supplier representative as well as the amount of relationship loyalty they perceived they had with that supplier. The second survey randomly assigned respondents to evaluate either a supplier whom they gave business to in a choice situation or one they did not, thus establishing as the dependent variable the actual choice of whom they gave business to.

Findings. The findings are clear for affective types of conflict. When affective conflict is perceived as higher the chance of getting an order in a choice situation as well as the magnitude of the relationship loyalty perception is negatively related. Cognitive conflict is not as clear. In choice situations conflict was negatively related to choice, whereas in on going relationships there was no impact. There was no indication of cognitive conflict having a positive relationship.

Originality/Value/Contribution of the paper. This study is the first to examine perceptions of conflict with a significant other in a buyer-seller relationship to try to determine how those perceptions might relate to either buyer choice or loyalty. While the findings support the expected relationship between affective conflict and outcomes, the findings with regards to cognitive conflict suggest that this may be more complex then originally thought and further points out the difficulty in managing conflict across organizational boundaries.  相似文献   

8.
ABSTRACT

WeChat business is an emerging way of doing business in China, which can be considered as a marriage between traditional e-business and social networking communications. In WeChat business, firms have developed customer relationships along two distinct ways: business relationships and friendships. However, research on the combination of business relationships and friendships is relatively nascent, and there are contradictory findings. In this study, we examine the effectiveness of the two relationship strategies using data from a field experiment through the WeChat platform by an apparel firm. Results from the field experiment suggest that development of friendships with new customers can help the strategy of developing business relationships; but developing friendships and business relationships with experienced customers negates each other. The study contributes to the literature on relationship marketing and role theory, and helps WeChat managers clarify how new social networking relationships with customers can be effectively leveraged.  相似文献   

9.
This paper discusses the connection between the nature of an existing business relationship and its ending, based on existing research on the reasons and the process of business relationship ending. This study first discusses the features of business relationships that most likely influence their ending process. Based on these features the paper presents propositions on how a particular type of relationship would end.  相似文献   

10.
Purpose: The primary goal of this article was to conceptualize a systematic marketing intelligence process for industrial manufacturers because, up until now, such concepts have only been focused on consumer goods settings. Hence, this article investigates how marketing intelligence activities are developed and managed effectively in industrial markets.

Methodology/approach: The authors conducted a case study of Maschinenfabrik Reinhausen, a German based manufacturer of regulation technology for power transformers.

Findings: We found that a systematic marketing intelligence process should be based on the resource- and market-based view of strategy as well as on the market orientation construct. When implementing marketing intelligence, the integration of the sales force within the whole process is the crucial lever for an industrial company. The formalization of the process is necessary to ensure its continuity and acceptance; however, the varying intensity allows the necessary flexibility of the process.

Research implications: The constraints of the decisive process steps of marketing intelligence have to be further enhanced for industrial markets. It is important to find out how the integration of the sales force can best be designed to incorporate reward systems and motivation structures, and how to establish a corporate marketing-minded culture throughout the organization.

Practical implications: The important steps for a well implemented marketing intelligence process are a preparation phase, followed by the gathering, analysis, and dissemination of information. This article highlights the success factors for each process step. Above all, managerial and organizational commitment is necessary for the implementation of the whole process.

Originality/value/contribution: By focusing on the industrial manufacturing business, this study provides deep insights into a neglected area of research. Light needs to be shed on marketing intelligence in industrial markets, where the lack of traditional market research has to be compensated.  相似文献   

11.
    
Purpose: This study assessed the value of training in mirroring combined with training in empathy in a personal-selling setting when these two supplement training in more conventional areas. To a large extent, this investigation is exploratory. Previous attempts to probe into this topic do not appear in the literature.

Methodology: Students in personal-selling classes acted as sales representatives in an attempt to sell a service (attendance at a seminar) to small retailers. One group was trained in mirroring and another in empathy. Yet another received instruction in both mirroring and empathy. Finally, control-group members received neither mirroring nor empathy training. Chi-square tests, t tests, Tukey k tests, and an analysis of variance were used. The hypotheses were that mirroring and empathy training, and especially mirroring combined with empathy, would perform better than no training in these areas.

Findings: The analysis revealed that those who were trained in mirroring were more successful in obtaining intent to purchase than were control-group members. Likewise, trainees in empathy were more successful than those without training. Both of these experimental groups performed at levels that did not diverge significantly. Members of the group with instruction in both mirroring and empathy contributed more effectively than any other group.

Originality, Value, and Contribution: This is the first published study that systematically examined the effectiveness of both mirroring and empathy training in a personal-selling setting. Previous writings have presented research relating to nonselling functions. Others have discussed the value of mirroring and empathy in narrative that was not supported by data. The findings of this study suggest that both of these topics of coverage have merit when acting as a supplement to more conventional training content. They reveal that sales managers may be more successful in training members of the sales force if mirroring and empathy training is employed. The investigation supplies support for the proposition that this form of instruction can be useful in both academic and practical applications.  相似文献   

12.
市场经济是营销存在的天然土壤,中国改革开放以来的三十多年是我国市场经济不断发展和完善的三十多年,也是我国营销理论不断引入与吸收的过程,同时还是我国市场营销理论建设不断创新与丰富的过程。随着我国经济体制改革纵深化推进,及时总结我国过去三十多年的营销成果及现有研究存在的问题,并找出其未来发展方向,是当前我国营销理论研究必须做的一项工作。本研究既针对我国营销理论研究现状做一个评估与分析,并对我国营销理论发展作进一步的探讨与展望。  相似文献   

13.
ABSTRACT

The present article investigates the business environment of a single Arab country, Tunisia, which is one of the least explored markets in international business literature. The study revealed that the market is witnessing considerable change subsequent to the liberalization policy in general and the move towards the trade agreement with the European Union in particular. By doing so, the article attempts to contribute to the actualization of business studies treating national markets in the Arab region given that the bulk of research dealing with this area are concerned either with business in the pre-liberalization era or mass marketing in the oil-rich Arab economies.  相似文献   

14.
A number of theories explain the competitiveness of international firms. However, the role of the relationship between the supplier and potential customers is often neglected. Thus, a framework is developed that combines resource-oriented arguments with recent insights gained from transaction cost theory. The framework does not only serve to further our understanding of international competitiveness but also explains under which circumstances certain modes of foreign market entry promise success.  相似文献   

15.
The purpose of this paper is to carry out an empirical examination of the antecedents of cooperation between manufacturer and distributor. A further objective is to study the levels of satisfaction with the strategic outcomes of such cooperation. We analyze the extent to which cooperation requires not only complementary resources and capabilities of the partners but also goal congruence, trust and relational norms. Cooperation between manufacturer and distributor also involves reciprocal commitment and joint investment in specific assets. Finally, manufacturers and distributors should not only gain satisfaction from the economic, psychological or social benefits of cooperation, but should also gain competitive advantage, profits and strategic outcomes that help to compete in the market more efficiently.  相似文献   

16.
Purpose: The article aims to test the appropriateness of deterrence and conflict spiral models in marketing channels. Both models have been alternatively used as bases to explain firms’ power-related behaviors in marketing channels. However, the issue of the appropriateness of such an application in various contexts has not yet been addressed.

Methodology/approach: The authors develop the hypotheses based on deterrence theory and their alternatives based on conflict spiral theory. They gather data from 204 sales representatives of suppliers in China and use linear regression analysis to test their hypotheses versus alternatives.

Empirical findings: The data analysis offers supportive evidence for the deterrence logic but with unexpected results. By elaborating on the empirical results, the original assumption of deterrence theory, and the nature of interfirm relationship in marketing channels, the authors modify the deterrence model for research on power related-behaviors in the given context. The analysis implies a possible explanation for inconsistent findings in the literature regarding exercises of coercive power.

Originality/value/contribution: This article proposes a revised deterrence model that can interpret the empirical results with a consistent logic and better predict power-related behaviors in marketing channels.

Research limitations/implications: The research results may lack generalizability with respect to channel type and culture. It does not directly test the cognitive mechanisms that mediate the impact of power on its exercise. Researchers are encouraged to directly test the mediating constructs in other channels or countries.

Practical implications: The article includes some insights and implications for managers in understanding power structure and implementing influence strategies in business-to-business marketing.  相似文献   

17.
《商对商营销杂志》2013,20(2):23-51
ABSTRACT

It has been recognized that in today's highly competitive industrial markets, one of the few ways left to gain differentiation from competitors is by offering value-added services. To do so, however, requires a service-oriented strategy and the active implementation of this strategy which includes significant internal changes in management philosophy and approach. Unfortunately, no study has examined the implementation aspects of a service-oriented strategy. In this context, our research focuses on two important “soft factors,” corporate culture and human resource management, that are necessary for a successful implementation of a service-oriented strategy in industrial marketing companies. We analyze the mediating role of these two soft factors in the causal chain leading from a service-oriented strategy to organizational performance. We find that the soft factors play an important mediating role in the link between a service-oriented strategy and organizational performance.  相似文献   

18.
Purpose: This study examines the effects of an embedded network on the contractual relationship between exchange parties under conditions reflecting varying levels of environmental volatility and investigates the role of an important network factor—the embedded network—in the contractual relationship between manufacturers and their suppliers.

Methodology: The empirical test was conducted with manufacturing companies in the context of manufacturer–supplier relationships. Construct measures were based on existing measures and previous research. Measurement reliability and validity were established using exploratory and confirmatory factor analysis and an overall measurement model was assessed with structural equation modeling using LISREL.

Findings: The results of a survey of manufacturers indicate that firms in an embedded network preferred “soft” contracts even when they face volatile environments, whereas those facing volatile environments in a less embedded network preferred “hard” contracts with explicitly specified written requirements. Network partners carefully evaluated embedded networks (a critical factor that has not received enough attention) before forming contractual relationships in a network perceiving interfirm relationships differently.

Originality: The study introduces network embeddedness to explain governance mechanisms in volatile environments and shows that the explicit recognition of embedded network may facilitate the development of contracts with specific provisions as the contractual relationship evolves.  相似文献   

19.
    
Purpose: The purpose of this research is to investigate and theoretically explain the process of trust formation in high risk e-business.

Methodology/approach: The interpretive case-based approach has been used in this study. Inductive analysis of interview data helped to develop the process model of trust formation in the context of business-to-business e-market transactions by two small firms.

Research implications: This research explains how and why trial outcomes influence trust formation. The findings also indicate the importance of the trialing process as a legitimate means of determining trustworthiness of the other party and the e-business platform. These findings add to the existing body of knowledge on trust in e-business and have important implications for further research.

Practical implications: The practical implication is that if sponsors of business-to-business e-markets can support initial trials, it would foster trust and lead to more active usage of e-business methods.

Originality/value/contribution: This research shows that trust formation in high risk e-business is a dynamic process, influenced by changes in risk perceptions from repeated trial outcomes in initial stages, a departure from prior variance studies with assumptions of static perceptions of risk and trust.  相似文献   

20.
In the past four decades, academic researchers have developed a variety of concepts they claim are relevant to business practice. This article analyzes the impact of eight of these concepts from a decision-oriented perspective. Four of them – econometric models, diffusion models, causal analysis and mental accounting – have yet to exert a significant influence on business practice. In contrast, concepts like price decisions and structures, conjoint measurement, decision support systems and pricing processes – all developed to solve practical problems – have proven to be highly useful. It seems evident that overly complex methodology, abstract reasoning and the reliance on incidental data substantially hinder the success of concepts in practice. On the other hand, concepts that provide managers with economically valuable insights are well-received in business practice. The impact of practical experience on the definition of research projects has remained limited. This is due less to the reluctance of the parties involved and more to the objective obstacles such as confidentiality and the complexity of problems. Academic researchers are encouraged to more assertively seek out research guidance from business practitioners, and practitioners should more actively provide recommendations needed for relevant research.  相似文献   

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