Organizing Marketing and Sales: Mastering Contemporary B2B Challenges

by Per Andersson (Editor), Björn Axelsson (Editor), Christopher Rosenqvist (Editor)

Overview

The prerequisites for efficient and effective marketing and sales organizing have changed. Continued internationalization and richer access to information means that both customer firms and suppliers cover greater geographical space, and they have generally become more coordinated and sophisticated. Increased competence and maturity among customer firms has changed how those firms relate to their suppliers. Accordingly, there has been increased attention to how business relations can enhance value-creation. This introduces a whole new set of organizational challenges for marketing and sales. Organizing Marketing and Sales addresses a number of themes related to this development, both empirically and conceptually. It offers case studies to demonstrate in detail the kinds of challenges faced by multinational, multiproduct firms, and it also draws upon theoretical perspectives in order to examine contemporary challenges in marketing and sales organization.

Product Details

ISBN-13:	9781787549692
Publisher:	Emerald Publishing Limited
Publication date:	05/29/2018
Pages:	368
Product dimensions:	6.50(w) x 9.45(h) x 0.91(d)

About the Author

Per Andersson is a Professor at the Institution for Marketing and Strategy, Stockholm School of Economics, Sweden.

Björn Axelsson is Professor Emeritus at the Stockholm School of Economics, Sweden.

Christopher Rosenqvist is an Associate Professor and lecturer at the Center for Digital Transformation and Innovation, Stockholm School of Economics, Sweden.

Table of Contents

PART I: INTRODUCTION: ORGANIZING MARKETING AND SALES 
1. Contemporary developments and challenges in sales organizations – some observations; Björn Axelsson 
2. Marketing re-organization in a globalized market: The case of ABB Robotics; Per Andersson, Björn Axelsson, Kristoffer Jönsson & Ebba Laurin 
3. Marketing organization research and ideas revisited; Per Andersson 
PART II: SALES MANAGEMENT AND ORGANIZATION REVISITED  
4. Value-based selling in the service dominated businesses landscape: Creating, acting and organizing to improve customer’s profits; Björn Axelsson & Mats Vilgon 
5. Organizing for sales in VUCA contexts: The transformation process from products to solution sales; Ebba Laurin 
6. Business maneuvering: A dynamic view of B2B selling processes; Lars-Johan Åge 
7. Organizational balancing – an integrated view of sales management; Lars-Johan Åge  
PART III: ORGANIZING INTERACTIONS WITH CUSTOMERS  
8. The other side of the coin – on developments in procurement practices and their implications for sales; Björn Axelsson  
9. Successful and value-creating interplay between buyer and seller: Organizing mutuality; Björn Axelsson 
10. Potential business improvements when utilizing CRM tools – and challenges in making it happen; Dariusz Osowski 
11. The next generation CRM tools: Bridging the gaps between sales needs and CRM tools architecture; Sarah Wikner 
PART IV: ORGANIZING FOR BUSINESS DEVELOPMENT AND EXTENDED CUSTOMER OFFERINGS 
12. Outside in – to capture the in-betweens: Organizing the socio-technical embedding process of new technology; Min Tian 
13. Creating and delivering sustainable customer solutions: On organizing capabilities in the era of servitization; Lei Huang  
14. Marketing and sales in ambidextrous organizations: Organizational challenges from digitalization; Per Andersson, Ebba Laurin & Christopher Rosenqvist 
PART V: NEW PERSPECTIVES ON MARKETING ORGANIZING PROCESSES 
15. Towards a conceptual model for analyzing marketing re-organization and transition processes; Per Andersson, Christopher Rosenqvist & Daniel Grenblad 
16. Organizing marketing and sales in a networked business world; Per Andersson & Björn Axelsson 
17. Brand orientation as method to inspire, change culture and lead the implementation of solutions business; Cecilia Cederlund  
18. Future studies of marketing and sales organization; Per Andersson, Björn Axelsson & Christopher Rosenqvist

Editorial Reviews

Marketing and economics scholars from Europe provide 18 essays on the organization of marketing and sales, emphasizing the ideas that sales and marketing are about organizing and that business firms are gradually moving toward the solutions business. They address contemporary developments and challenges in sales organizations, the challenges a multinational and multiproduct firm may need to address, using the case study of ABB Robotics, and key texts in the field of marketing organization, then value-based sales, organizing sales and marketing during a process in which a firm has moved from product to solution-oriented sales, the challenges of a change value logic in the managing of the business-to-business sales process, and the balance between structure and people. Subsequent sections consider organizing interactions with customers, including developments in purchasing organization, interfaces between suppliers and customers, and customer relationship management (CRM) systems and tools; organizing for business development and extended customer offerings, including technology transfer and implications for changes in interaction parties and interaction patterns, barriers and enablers to creating sustainable business solutions, and problems for a supplier and combining two or more differing business logics; and new perspectives on marketing organizing processes, including omni-channel retailing and post-human marketers, the role of the market system, and the role of marketing and sales.

Annotation ©2018

Marketing and economics scholars from Europe provide 18 essays on the organization of marketing and sales, emphasizing the ideas that sales and marketing are about organizing and that business firms are gradually moving toward the solutions business. They address contemporary developments and challenges in sales organizations, the challenges a multinational and multiproduct firm may need to address, using the case study of ABB Robotics, and key texts in the field of marketing organization, then value-based sales, organizing sales and marketing during a process in which a firm has moved from product to solution-oriented sales, the challenges of a change value logic in the managing of the business-to-business sales process, and the balance between structure and people. Subsequent sections consider organizing interactions with customers, including developments in purchasing organization, interfaces between suppliers and customers, and customer relationship management (CRM) systems and tools; organizing for business development and extended customer offerings, including technology transfer and implications for changes in interaction parties and interaction patterns, barriers and enablers to creating sustainable business solutions, and problems for a supplier and combining two or more differing business logics; and new perspectives on marketing organizing processes, including omni-channel retailing and post-human marketers, the role of the market system, and the role of marketing and sales.

Annotation ©2018