Several tools of Information and Communication Technology (ICT) are being used nowadays to support customer relationship processes. Literature review shows that, in the selection and deployment of ...these tools, internal goals of productivity and efficiency predominate. In just a few situations, the objective is offering higher value to the client. Therefore, the objective of this research was to propose a process of selection and deployment of ICT tools geared towards offering higher value, in the business to business market. Primary data were collected in depth interviews with high-level executives responsible for ICT areas. For the content analysis, the ATLAS-ti software was used, searching for recurrent themes. A value oriented process for choosing and implementing ICT tools was then proposed.
A kutatás során a vállalatok közötti interakciókat, kapcsolati hálózatokat magába foglaló szervezeti piacokat vizsgáljuk. Ezen belül is elsősorban egy speciális ipari termék, az acél járórács, ...illetve annak gyártó vállalata(i) áll(nak) a kutatás középpontjában. A magyarországi járórácspiac környezetének elemzésével átfogó képet kaphatunk egy speciális acélipari termék helyzetéről. Cél, ezen speciális piaci szegmensben érvényesülő versenyerők feltárása, annak meghatározása, hogy a B2B piacok racionális döntési körülményei között mely sikertényezők, vállalati képességek jelenthetnek versenyelőnyt a gyártó vállalatok számára. A makro- és mikrokörnyezet megismerése lehetőséget teremt piac-, kapcsolat- és értékesítés fejlesztési lehetőségek felvázolására, azok továbbgondolására gyakorlati szakemberek számára.
Információszerzés céljából szekunder adatfeldolgozást követően, primer kutatás pontos céljainak felvázolása szükséges. A szervezeti piac szereplőire jellemző szakértelem megköveteli, a tapasztalt szakemberekkel történő 3-4 egyéni/csoportos mélyinterjú elkészítését. A vevők benyomásairól, igényeiről a legtöbb információ standardizált kérdőívvel való megkérdezés során nyerhető. Megközelítőleg 70-100 megkérdezett válasza alapján már pontos képet kaphatunk a járórácspiaci helyzetről, a szervezeti vevők szempontjából. A későbbiekben a két fő hazai járórács gyártó piaci stratégiájának összehasonlító értékelését tűztük ki célul.
--- The study examined the relationships between companies in the organizational market, primarily in the steel grating markets and producer companies. We would like to explore a specific product segment analysis of environmental situation. Which competitive advantages prevail in the B2B market.
We need to apply the system approach, a long way since the raw material producers to consumers. Analysis of the industrial environment, the strategic planning part. Understanding of the environment, opportunity market development, relationship development, sales development demonstration.
Possible methods of research: secondary processing of data, definition of targets, 3-4 group / individual interview preparation. Consumer impressions can get much information in a standardized questionnaire. We would like to ask about 70 to 100 organizational customers. Long-term target: a comparison of the two main strategies grating producer in Hungary.
Embora os produtores de gado nem sempre se comportem como uma empresa, precisam agir como tal para se manter no mercado, cada vez mais concentrado e profissionalizado nas etapas seguintes à de ...engorda – industrialização, atacado e varejo. O desafio para o pecuarista é grande, dada a complexidade que envolve o processo de compra de gado, caracterizado pelo marketing empresarial como uma recompra modificada, onde cada transação abrange a negociação de diversos aspectos e a participação de várias pessoas. O presente estudo mostra que o processo de comercialização de animais para abate, em frigoríficos pesquisados, envolve a execução diária de várias, senão todas, etapas referentes a um processo de compra empresarial dos mais complexos, com algumas delas sendo executadas mais de uma vez ao dia. Esse processo e a decisão de compra recebem influência direta de fatores organizacionais, individuais, interpessoais e do ambiente externo. Apesar das iniciativas de coordenação, que se refletem principalmente em ações de parcerias e utilização de mecanismos de comercialização, ainda falta que produtores e demais agentes olhem para a cadeia produtiva como um todo, fazendo uso das estratégias de marketing e buscando os conceitos de gerenciamento da cadeia de suprimentos. ---Even though not all cattle growers act as a company, they need to do that in order to keep in the market, which is concentrated and professionalized in stages ahead to the calf growing system – industrialization, wholesale, and retail. Growers’ challenge is high, due to the complexity that involves the cattle purchase process. Each trade consists in different aspects and in the participation of several people. This paper shows that the cattle purchase process conducted by slaughterhouses involves the execution of all stages related to a practice of enterprise purchase on a daily basis and some of them being executed more than once a day. Besides that, this process and the decision of purchase are being directly influenced by organizational, individual, interpersonal factors and also by the external environment. Despite coordination initiatives, growers and other agents need to deal with the productive chain as a whole, using marketing strategies and searching concepts of Supply Chain Management (SCM).
Embora os produtores de gado nem sempre se comportem como uma empresa, precisam agir como tal para se manter no mercado, cada vez mais concentrado e profissionalizado nas etapas seguintes à de ...engorda – industrialização, atacado e varejo. O desafio para o pecuarista é grande, dada a complexidade que envolve o processo de compra de gado, caracterizado pelo marketing empresarial como uma recompra modificada, onde cada transação abrange a negociação de diversos aspectos e a participação de várias pessoas. O presente estudo mostra que o processo de comercialização de animais para abate, em frigoríficos pesquisados, envolve a execução diária de várias, senão todas, etapas referentes a um processo de compra empresarial dos mais complexos, com algumas delas sendo executadas mais de uma vez ao dia. Esse processo e a decisão de compra recebem influência direta de fatores organizacionais, individuais, interpessoais e do ambiente externo. Apesar das iniciativas de coordenação, que se refletem principalmente em ações de parcerias e utilização de mecanismos de comercialização, ainda falta que produtores e demais agentes olhem para a cadeia produtiva como um todo, fazendo uso das estratégias de marketing e buscando os conceitos de gerenciamento da cadeia de suprimentos. ---Even though not all cattle growers act as a company, they need to do that in order to keep in the market, which is concentrated and professionalized in stages ahead to the calf growing system – industrialization, wholesale, and retail. Growers’ challenge is high, due to the complexity that involves the cattle purchase process. Each trade consists in different aspects and in the participation of several people. This paper shows that the cattle purchase process conducted by slaughterhouses involves the execution of all stages related to a practice of enterprise purchase on a daily basis and some of them being executed more than once a day. Besides that, this process and the decision of purchase are being directly influenced by organizational, individual, interpersonal factors and also by the external environment. Despite coordination initiatives, growers and other agents need to deal with the productive chain as a whole, using marketing strategies and searching concepts of Supply Chain Management (SCM).
Embora os produtores de gado nem sempre se comportem como uma empresa, precisam agir como tal para se manter no mercado, cada vez mais concentrado e profissionalizado nas etapas seguintes à de ...engorda – industrialização, atacado e varejo. O desafio para o pecuarista é grande, dada a complexidade que envolve o processo de compra de gado, caracterizado pelo marketing empresarial como uma recompra modificada, onde cada transação abrange a negociação de diversos aspectos e a participação de várias pessoas. O presente estudo mostra que o processo de comercialização de animais para abate, em frigoríficos pesquisados, envolve a execução diária de várias, senão todas, etapas referentes a um processo de compra empresarial dos mais complexos, com algumas delas sendo executadas mais de uma vez ao dia. Esse processo e a decisão de compra recebem influência direta de fatores organizacionais, individuais, interpessoais e do ambiente externo. Apesar das iniciativas de coordenação, que se refletem principalmente em ações de parcerias e utilização de mecanismos de comercialização, ainda falta que produtores e demais agentes olhem para a cadeia produtiva como um todo, fazendo uso das estratégias de marketing e buscando os conceitos de gerenciamento da cadeia de suprimentos.---Even though not all cattle growers act as a company, they need to do that in order to keep in the market, which is concentrated and professionalized in stages ahead to the calf growing system – industrialization, wholesale, and retail. Growers’ challenge is high, due to the complexity that involves the cattle purchase process. Each trade consists in different aspects and in the participation of several people. This paper shows that the cattle purchase process conducted by slaughterhouses involves the execution of all stages related to a practice of enterprise purchase on a daily basis and some of them being executed more than once a day. Besides that, this process and the decision of purchase are being directly influenced by organizational, individual, interpersonal factors and also by the external environment. Despite coordination initiatives, growers and other agents need to deal with the productive chain as a whole, using marketing strategies and searching concepts of Supply Chain Management (SCM).
Purpose
This paper aims to explore the intermediary role of marketing dynamic capability (MDC) in the relationship between customer knowledge management (CKM) and product innovation performance ...(PIP).
Design/methodology
A conceptual model is proposed and a survey instrument is developed. The model is tested empirically in an organizational buyer/seller setting using a survey among middle and top management of firms engaged in business-to-business relationships within high-tech industries in China.
Findings
Results show that MDC fully mediates the relationship between CKM and PIP. Empirical findings thus demonstrate that CKM is related to improved firm PIP through the deployment of firm-specific MDCs.
Research implications/limitations
The study provides clarification for a unique distinction between organizational learning and dynamic capabilities. Findings suggest that knowledge creation occurs within the scope of CKM, while the analytical and perceptual processes that lead to insights and redeployment of firm resources fall under the umbrella of MDCs.
Practical implications
Dynamic capabilities play an essential role in transforming the firm’s knowledge resources to create new configurations in response to market needs. Hence, this study reinforces the role of marketing decision-makers with appropriate decision-making power who, in an ongoing cooperation with other functional areas, are able to adapt and redeploy resources to reflect environmental changes and implement marketing strategy decisions.
Originality/value
This study contributes to the literature by addressing simultaneously the relationship between CKM, MDC and PIP. Specifically, the study demonstrates the mediating influence of MDCs on the relationship between CKM and firm PIP. The study also clarifies a key distinction between organizational learning and dynamic capabilities, demonstrating that knowledge serves an antecedent role to the deployment of dynamic capabilities.
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