B1 - Sales Management Design for Value-Creating Sales

B1 - 创造价值销售的销售管理设计

• 批准号: 407482059
• 负责人: Professor Dr. Christian Schmitz
• 金额: --
• 依托单位: Lehrstuhl Marketing
• 依托单位国家: 德国
• 项目类别: Research Grants
• 财政年份: 2018
• 资助国家: 德国
• 起止时间: 2017-12-31 至 2022-12-31
• 项目状态: 已结题
• 来源: https://gepris.dfg.de/gepris/projekt/407482059?language=en
• 关键词: B1; Sales; Management; Design; Value

The prevalent transformation from product-centred to value-centred business models poses considerable challenges for sales managers. In this transformation, it is one of sales managers’ primary tasks to ensure that the sales force is endowed with the required capabilities and selling strategies to succeed in value-creating sales. To accomplish this task, sales managers need to design a work environment for their sales force that allows salespeople to unfold their potential in value-centred business models. Therefore, effective sales management, tailored to the demands of value-creating sales, constitutes a key success factor for implementing value-centred business models.However, despite its relevance, articles examining the role of sales management for value-centred business models are rare. While a few selected contributions approach the subject conceptually or qualitatively, quantitative research on sales management design factors in value-creating sales barely exists.This sets the starting point for project B1, which has the overarching goal to comprehensively examine the sales management design factors that foster value-centred work environments for salespeople in for value-centred business models. More precisely, the research project exhibits three goals. As a critical first step, Goal 1 aims at conceptualizing a framework which describes a sales force work environment conducive for value-creating business models. In Goal 2 we seek to identify effective salesperson selection, leadership, incentive and training practices that foster a value-centred work environment. Eventually, Goal 3 aims at exploring the influence of the organizational context on the design as well as the consequences of value-centred work environments.To accomplish these goals, we will conduct four work modules over a period of three years. Module 1 provides the conceptual basis for the project and is necessary for the preparation of the quantitative study. To this end, Module 1 comprises the steps of a comprehensive literature review, corresponding development of conceptual model and, consecutively, development of an eligible study design and measurement tools.Module 2 focuses on planning and executing the quantitative studies conceptualised in Module 1. Specifically, we will acquire participating companies, prepare the study, and ultimately execute the study.Module 3 comprises the validation and analysis of the collected data to test our hypotheses developed in module 2. To accomplish this, in this module we will edit the data, analyse the data, and report the results.In Module 4 we will discuss our analyses with the scientific community and publish the results. To accomplish this, we will attend conferences and submit our manuscripts to high-ranking journals.

从以产品为中心的商业模式向以价值为中心的商业模式的普遍转变给销售经理带来了相当大的挑战。在这种转变中，销售经理的主要任务之一是确保销售队伍拥有成功创造价值的销售所需的能力和销售策略。为了完成这项任务，销售经理需要为他们的销售团队设计一个工作环境，使销售人员能够在以价值为中心的商业模式中发挥他们的潜力。因此，为创造价值的销售需求量身定做的有效销售管理是实施以价值为中心的商业模式的关键成功因素。然而，尽管与此相关，探讨销售管理对以价值为中心的商业模式的作用的文章却很少。虽然一些精选的投稿在概念上或定性上接近这一主题，但关于创造价值的销售中的销售管理设计因素的定量研究几乎没有。这为项目B1设定了起点，该项目的总体目标是全面审查为销售人员创造以价值为中心的工作环境的销售管理设计因素，以实现以价值为中心的商业模式。更准确地说，该研究项目展示了三个目标。作为关键的第一步，目标1旨在概念化一个框架，描述一个有利于创造价值的商业模式的销售队伍工作环境。在目标2中，我们试图确定有效的销售人员选择、领导、激励和培训做法，以促进以价值为中心的工作环境。最终，目标3旨在探索组织环境对设计的影响以及以价值为中心的工作环境的后果。为了实现这些目标，我们将在三年内进行四个工作模块。单元1为项目提供了概念基础，是编制定量研究报告所必需的。为此，模块1包括全面的文献回顾、概念模型的相应开发以及合格研究设计和测量工具的连续开发。模块2侧重于规划和执行模块1中概念化的定量研究。具体地说，我们将收购参与研究的公司，准备研究，并最终执行研究。模块3包括对收集的数据进行验证和分析，以验证我们在模块2中提出的假设。为此，在本模块中，我们将编辑数据、分析数据并报告结果。在模块4中，我们将与科学界讨论我们的分析并发布结果。为了做到这一点，我们将参加会议，并将我们的手稿提交给高级期刊。