Research on Organizational Customer Value Creation

本研究的目的是探索使组织能够高效和有效地创造客户价值的关键因素。本文的研究主要集中在两个方面：一是销售管理，二是互联网企业管理。我们考察了制造业(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，因为客户需求的变化比以前更快，企业有必要迅速改变运营以适应客户需求。(2)客户数据库可以促进跨职能的非正式沟通，有助于组织客户价值创造。(3)多重关系战略可以超越看似互不相容的销售人员方法：面向关系的方法和面向扩展的方法。(4)社区是一个重要的概念，用来看待组织通过互联网创造客户价值。(5)在电子商务业务中，中小型公司可能比大型老牌公司更具竞争优势，因为它们的市场规模对老牌公司没有吸引力。(6)互联网可能是一个非常有力的武器，当采用“锁定”战略的公司试图转向开放战略，而依赖现有营销渠道的开放战略的公司试图转向“锁定”战略以适应其客户需求时。除了上述发现，我们还提出了一些初步的数学模型，并在我们的研究中讨论了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.