Research on Organizational Customer Value Creation

本研究的目的在于探讨组织有效创造顾客价值的关键因素。本文的研究主要集中在两个方面：一是销售管理，二是网络商务管理。本研究以制造业（消费品与工业品）、批发业、零售业与服务业为研究对象，发现以下几点：（1）在销售过程中，顾客需求的变化比以往更快，企业必须迅速改变经营方式以适应顾客需求，因此过程管理比结果管理更重要。(2)客户数据库可以促进跨职能的非正式沟通，并有助于组织的客户价值创造。(3)多重关系战略可以超越看似不相容的销售队伍方法：关系导向的方法和扩张导向的方法。(4)“社区”是研究互联网对组织顾客价值创造的一个重要概念。(5)在电子商务业务中，小型或中型公司可能比大型企业具有竞争优势，因为由于市场规模，它们的市场对大型企业没有吸引力。(6)当采用“锁定”战略的企业试图转向开放战略时，以及当采用开放战略的企业依靠现有营销渠道试图转向“锁定”战略以适应其客户需求时，互联网可能是一个非常有力的武器。我们提出了一些初步的数学模型，并讨论了我们的研究定性研究的方法潜力。

The purpose of this research is to explore the key factors which enable organizations to create customer value efficiently and effectively. The research focuses two aspects: one is sales management and the other is Internet business management. We look at the manufacturing industries (both consumer goods and industrial goods), the wholesale industries, the retail industries and the service industries.In this study, we present several findings as follows:(1) Process management is more important than outcome management in sales because customer needs change more rapidly than before and it is necessary for the companies to change their operations quickly to adapt to the customer needs.(2) Database on customers could stimulate cross-functional informal communications and contribute to organizational customer value creation.(3) Multiple-relationship strategies could transcend seemingly incompatible sales force approaches: the relationship-oriented approach and the expansion-oriented approach.(4) "Community" is an important concept to look at organizational customer value creation by Internet.(5) In the e-commerce business, small or middle-sized companies could have competitive advantages over large establishment companies because their market is unattractive for the established ones because of the market size.(6) Internet could be a very powerful weapon when the companies employing the "lock-in" strategy are trying to move to the open strategy and the companies employing the open-strategy depending on the existing marketing channels are trying to move to the "lock-in" strategy in order to adapt to their customer needs.In addition to the above findings, we present some preliminary mathematical models and also discuss methodological potential of qualitative research on our study.