A1 - Customer Value Opportunity Recognition in Value-Creating Sales

A1 - 创造价值的销售中的客户价值机会认可

• 批准号: 407498709
• 负责人: Professor Dr. Sascha Alavi
• 金额: --
• 依托单位: Institut für Betriebswirtschaftslehre und Wirtschaftspädagogik
• 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 2021-12-31
• 项目状态: 已结题
• 来源: https://gepris.dfg.de/gepris/projekt/407498709?language=en
• 关键词: A1; Customer; Value; Opportunity; Recognition

The core goal of value-centred business models is to maximize value in use for customers. To achieve this goal, as a critical, indispensable first step, industrial suppliers need to identify value creation potentials for customers. In this research project, we refer to this crucial capability of industrial suppliers to identify value creation potentials in customers´ processes as value opportunity recognition (VOR). As the primary boundary spanner and face of the company to the customer, the sales force bears fundamental responsibility for acquiring a precise, sophisticated understanding of industrial customers. Consequently, VOR represents a core task of the sales force in value-creating sales and a first important step in selling processes of value-centred business models. Despite its relevance in business markets, to date, in marketing and sales research VOR is not adequately understood. While the identification of value potentials in business-to-consumer contexts is generally well explored, VOR by the sales force for value-centred business models has not been sufficiently examined. This state of research sets the starting point of project A1, which exhibits three goals. In Goal 1, this project strives to develop a concept for the VOR process in value-creating sales and for the construct quality of the VOR process. Goal 2 seeks to examine sales force factors that are affecting salespeople’s quality of VOR in value-centred business models. Eventually, Goal 3 aims at exploring consequences of quality of salespeople’s VOR in different market and organizational situations.To achieve these goals, project A1 comprises five work modules over a period of three years. In Module 1, addressing Goal 1, we seek to build a solid conceptual basis for the project A1 through a comprehensive literature overview and expert interviews with practitioners.Module 2 comprehensively prepares the quantitative field study to explore drivers and consequences of quality of VOR delineated in Goal 2 and 3. For this purpose, Module 2 comprises the steps of determining the design of the field study (likely a multi-source survey study), developing measurement scales, especially, quality of the VOR process, and creating the surveys.Module 3 focuses on planning and executing the quantitative studies conceptualised in the previous module. Specifically, we will acquire participating companies, prepare the study, and ultimately execute the study.Module 4 comprises the validation and analysis of the collected data to test our hypotheses developed in module 3. To this end, in this module we will edit the data, analyse the data, and report the results.Eventually, in Module 5, we will discuss our analyses with the scientific community and publish the results.

以价值为中心的商业模式的核心目标是为客户提供最大的使用价值。为了实现这一目标，作为关键的、不可或缺的第一步，工业供应商需要为客户识别价值创造潜力。在本研究项目中，我们将工业供应商识别客户流程中价值创造潜力的关键能力称为价值机会识别（VOR）。作为公司面对客户的主要边界和面孔，销售队伍承担着对工业客户进行精确、深入了解的基本责任。因此，VOR代表了销售团队在价值创造销售中的核心任务，也是以价值为中心的商业模式销售流程的第一个重要步骤。尽管它在商业市场的相关性，到目前为止，在市场营销和销售研究VOR没有得到充分的理解。虽然在企业对消费者的背景下，价值潜力的识别一般都得到了很好的探索，但销售人员对以价值为中心的商业模式的VOR还没有得到充分的研究。这一研究状况为项目A1设定了起点，该项目有三个目标。在目标1中，本项目致力于为VOR过程的价值创造销售和VOR过程的结构质量开发一个概念。目标2旨在研究影响销售人员在以价值为中心的商业模式中的VOR质量的销售人员因素。最终，目标3旨在探索不同市场和组织情况下销售人员VOR质量的后果。为了实现这些目标，项目A1包括五个工作模块，为期三年。在模块1中，针对目标1，我们试图通过全面的文献综述和与从业人员的专家访谈为项目A1建立坚实的概念基础。模块2全面准备了定量实地研究，以探索目标2和3中描述的VOR质量的驱动因素和后果。为此，模块2包括确定实地研究的设计（可能是多源调查研究），制定测量尺度，特别是VOR过程的质量，以及创建调查的步骤。模块3侧重于规划和执行上一模块中概念化的定量研究。具体而言，我们将收购参与公司，准备研究，并最终执行研究。模块4包括验证和分析收集的数据，以测试我们在模块3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。最终，在模块5中，我们将与科学界讨论我们的分析并发表结果。