How buyer–seller relationship orientation affects adaptation of sales processes to the buying process

Viio, Paul; Grönroos, Christian

doi:10.1016/j.indmarman.2015.07.013

Cited by 48 publications

(32 citation statements)

References 54 publications

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“…This generates an iterative value creation process formed by continued knowledge exchange and adjustment (Toon et al, 2012) Relationalism in co-management facilitates the structured inclusion of upstream and downstream external value chain agents in bringing about exchange-based adaptation in the process (Viio & Grönroos, 2015) Situational Dynamics…”

Section: Structural Dynamicsmentioning

confidence: 99%

Processes and integration in the interaction of purchasing and marketing: Considering synergy and symbiosis

Toon

Morgan

Lindgreen

et al. 2016

Industrial Marketing Management

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a b s t r a c t a r t i c l e i n f oEffective integration of both purchasing and marketing functions is central to effective value creation and alignment of an organization with its business environment. Rapidly changing environments create gaps in the value creation process that compromises the delivery of value to the customer and risk misalignment of value propositions to their needs. Despite the clear imperative for research in this area, the extant literature is partial and delivers limited coherence. Ours is a theoretical article that-in drawing on previous literature-introduces the new work collected in this special issue and considers this against our own empirical evidence. We present a framework that maps out the landscape of internal organizational integration with a particular emphasis on purchasing and marketing integration. Implications for theory and managers are explored.

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Section: Structural Dynamicsmentioning

confidence: 99%

Processes and integration in the interaction of purchasing and marketing: Considering synergy and symbiosis

Toon

Morgan

Lindgreen

et al. 2016

Industrial Marketing Management

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show abstract

“…In sum, we have evidence suggesting that customers do not perceive that having a greater influence on a supplier's innovation activities contributes to building the supplier-customer capability profile (Möller et al 2003). The lack of evidence on the expected association between SOW and perceived influence on supplier innovation furthermore suggests that such perceived influence does not contribute to relationship quality (Ford 1980;Dorsch et al 1998;Viio et al 2016), noting that such relationship quality has previously been positively associated with SOW (Dorsch et al 1998: 132, Hypothesis 1c.). ============ Figure 8 about here ============…”

Section: ============ Figure 6 About Here ============mentioning

confidence: 81%

“…This suggests that from the perspective of the customer, perceived product innovativeness does neither seem to be a relevant aspect of relationship quality (e.g. Ford 1980;Dorsch et al 1998), nor does it support that a greater value of buyer-supplier relationship orientation has been generated through product adaptation as part of a shift from a more transactional toward a relationship orientation (Viio et al 2016). This inability or irrelevance of converting relational assets into customer value (Srivastava et al 1998) suggests that frameworks other than a resource-based-view (Barney 1991;Kraaijenbrink et al 2010) could be more constructive for understanding this specific customer-supplier issue at hand.…”

Section: ============ Figure 6 About Here ============mentioning

confidence: 95%

Do customer perceptions of innovation matter in industrial markets?

Steiner¹,

Brandhoff²

2018

Proceedings

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Perceptual customer constructs can be central to leverage market intelligence for optimizing customer relationships. The purpose of this paper is to contribute to our understanding of the relationship between perceptual customer metrics that relate to relationship quality (i.e., customer orientation, customer satisfaction, attitudinal loyalty, customer influence on supplier innovation) and behavioral outcomes (i.e., customer account profitability, share of wallet). The paper integrates stated and revealed preference data from a multinational mechanical engineering firm and its global customer base. Results from latent class analysis and fractional logistic regressions highlight both the role of customer perception heterogeneity, and that of nonlinearities between perceptual constructs and behavioral metrics, for targeting behavioural outcomes. They also suggest that attitudinal loyalty and customer satisfaction are highly relevant aspects of relationship quality with respect to share of wallet. However, fractional logistic regression results also indicate that customer perceptions of the supplier's product innovativeness, and perceptions of customer influence on supplier innovation, are likely not relevant aspects of relationship quality.

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“…How public value and customer value are interrelated is important to address, but goes outside the scope of this article. We draw on the thoughts of Viio and Grönroos (2016), who state that the sales process should "strategically match…the buyer's situation". In our example, the buyer is society itself, represented by e.g., states and municipalities.…”

Section: Selling Through Failurementioning

confidence: 99%

Tactical Service Failure: A Case Study on Public Funding as a Marketing Issue

Harviainen

Aalto

Ojasalo

2018

Journal of Nonprofit & Public Sector Marketing

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This article analyzes the ways in which public sector service providers may use service delivery failure as a way of securing resources. In tactical service failure, an organization tactically delivers non-adequate service, so as to project a media image of being harmed by its funding cuts. Analyzing this process enables new insight into both public funding and provider to funder (P2F) marketing and selling. This research uses a single case study method to confirm the existence of the phenomenon first detected through long-term media analysis. To explore the single case, the authors interviewed a former city official who participated in tactical service failure processes and their marketing. The article shows how and why service providers may opt for this tactic, as well as the potential gains and pitfalls of utilizing it. It also provides new insight into how media connections are used to influence public funding decisions.

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How buyer–seller relationship orientation affects adaptation of sales processes to the buying process

Cited by 48 publications

References 54 publications

Processes and integration in the interaction of purchasing and marketing: Considering synergy and symbiosis

Processes and integration in the interaction of purchasing and marketing: Considering synergy and symbiosis

Do customer perceptions of innovation matter in industrial markets?

Tactical Service Failure: A Case Study on Public Funding as a Marketing Issue

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