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Full-Text Articles in Business
Certified Value Sellers, James Anderson, Nirmalya Kumar, James A. Narus
Certified Value Sellers, James Anderson, Nirmalya Kumar, James A. Narus
Research Collection Lee Kong Chian School Of Business
Some companies think that offering deep discounts to buyers is the only way to sell their products in business markets. The authors propose a better way.
Rethinking Customer Solutions: From Product Bundles To Relational Processes, Kapil Tuli, Ajay K. Kohli, Sundar G. Bharadwaj
Rethinking Customer Solutions: From Product Bundles To Relational Processes, Kapil Tuli, Ajay K. Kohli, Sundar G. Bharadwaj
Research Collection Lee Kong Chian School Of Business
This study draws on depth interviews with 49 managers in customer firms and 55 managers in supplier firms and on discussions with 21 managers in two focus groups to propose a new way of thinking about customer solutions. Extant literature and suppliers interviewed for this study view a solution as a customized and integrated combination of goods and services for meeting a customer's business needs. In contrast, customers view a solution as a set of customerâ€supplier relational processes comprising (1) customer requirements definition, (2) customization and integration of goods and/or services and (3) their deployment, and (4) postdeployment customer support, …
Profits In The Pie Of The Beholder, Daniel Corsten, Nirmalya Kumar
Profits In The Pie Of The Beholder, Daniel Corsten, Nirmalya Kumar
Research Collection Lee Kong Chian School Of Business
In the early 1990s, grocery suppliers and retailers joined forces to streamline operations - an initiative called "efficient consumer response." Today, suppliers feel like they're not getting their fair share of the profits from ECR. But they stand to lose more if they give up on it, the authors say.
Marketing, Business Processes, And Shareholder Value: An Organizationally Embedded View Of Marketing Activities And The Discipline Of Marketing, Rajendra Kumar Srivastava, Tasadduq A. Shervani, Liam Fahey
Marketing, Business Processes, And Shareholder Value: An Organizationally Embedded View Of Marketing Activities And The Discipline Of Marketing, Rajendra Kumar Srivastava, Tasadduq A. Shervani, Liam Fahey
Research Collection Lee Kong Chian School Of Business
The authors develop a framework for understanding the integration of marketing with business processes and shareholder value. The framework redefines marketing phenomena as embedded in three core business processes that generate value for customers-product development management, supply chain management, and customer relationship management-which in turn creates shareholder value. Such a conceptualization of marketing has the potential to introduce dramatic shifts in the scope, content, and influence of marketing in the organization. The authors highlight the implications of an organizationally embedded view of marketing for the future of marketing theory and practice.