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Research on Organizational Customer Value Creation

组织客户价值创造研究

基本信息

批准号：
12303003
负责人：
ISHII Junzo
金额：
$ 13.13万
依托单位：
KOBE UNIVERSITY
依托单位国家：
日本
项目类别：
Grant-in-Aid for Scientific Research (A)
财政年份：
2000
资助国家：
日本
起止时间：
2000 至 2002
项目状态：
已结题

来源：
https://kaken.nii.ac.jp/grant/KAKENHI-PROJECT-12303003/
关键词：
customer value value creation organization sales target costing marketing knowledge information

项目摘要

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.

本研究的目的是探索使组织能够高效且有效地创造客户价值的关键因素。研究主要集中在两个方面：一是销售管理，二是互联网业务管理。我们着眼于制造业（包括消费品和工业品）、批发业、零售业和服务业。在这项研究中，我们提出了以下几个发现：（1）在销售中，过程管理比结果管理更重要，因为客户需求比以前变化得更快，公司有必要快速改变其运营方式以适应客户需求。（2）客户数据库可以刺激跨职能的非正式沟通，并有助于 (3) 多重关系策略可以超越看似不相容的销售方法：以关系为导向的方法和以扩张为导向的方法。(4) “社区”是通过互联网来看待组织客户价值创造的一个重要概念。(5) 在电子商务业务中，中小型公司可能比大型企业具有竞争优势，因为它们的市场对于成熟企业来说缺乏吸引力。 (6)当采用“锁定”战略的公司试图转向开放战略，以及采用依赖现有营销渠道的开放战略的公司试图转向“锁定”战略以适应客户需求时，互联网可能是一个非常强大的武器。除了上述发现之外，我们还提出了一些初步的数学模型，并讨论了我们研究的定性研究的方法论潜力。