Dopasowanie a sprzedaż w relacjach business-to-business z perspektywy przedsiębiorstw produkcyjnych

• Autorzy: Grzegorz Leszczyński

Warianty tytułu

Alignment and Sales in the Business-to-Business Relationship from the Perspective of Manufacturing Enterprises

• Języki publikacji: PL

Abstrakty

W artykule wskazano, że dopasowanie i niedopasowanie są zjawiskami związanymi z rozwojem relacji między przedsiębiorstwami. Rozważania ukazują złożoną naturę dopasowania i jego konsekwencji, następnie pogłębiają dotychczasową wiedzę dzięki wynikom badań wykonanych wśród przedsiębiorstw produkcyjnych. Postrzegają one dopasowanie raczej jako proces niż stan. Dopasowanie jest złożonym procesem, który jest postrzegany subiektywnie i jest uwarunkowany czynnikami związanymi z klientem i rynkiem. (abstrakt oryginalny)

EN

The paper indicates that alignment and misalignment phenomena are strongly associated with building and maintaining relationships between companies. The paper shows the complexity of alignment and misalignment and its consequences, then it enriches the existing knowledge thanks to the results of exploratory research carried out among manufacturing companies. They perceive alignment as a process of adjustment to customers' needs rather than the state of being adjusted. Its nature is complex. Subjective perceptions of alignment and conditions affecting it are presented in the empirical part of the paper. (original abstract)

Słowa kluczowe

PL

Rynek instytucjonalny; Sprzedaż; Przedsiębiorstwo; Przedsiębiorstwo produkcyjne

EN

Business to Business (B2B); Sale; Enterprises; Production enterprise

• Czasopismo: Zeszyty Naukowe / Uniwersytet Ekonomiczny w Poznaniu
• Rocznik: 2012
• Numer: nr 220
• Strony: 81--95

Twórcy

autor

Grzegorz Leszczyński

• Uniwersytet Ekonomiczny w Poznaniu

Bibliografia

• Aarikka-Stenroos, L., 2010, The Contribution and Challenges of Narrative Data in Interorganizational Research, competitive paper presented at the IMP 2010 conference, Budapest.
• Anderson, J.C., Hakansson, H., Johanson, J., 1994, Dyadic Business Relationships within a Business Network Context, Journal of Marketing, vol. 58 (October), s. 1-15.
• Ballantyne, D., Williams, J., Aitken, R., 2011, Introduction to Service-dominant Logic: From Propositions to Practice, Industrial Marketing Management, vol. 40.
• Corsaro, D., Snehota, I., 2010, Alignment in Business Relationships, 26th IMP Conference, Budapest.
• Cox, A., 2004, Business Relationship Alignment: On the Commensurability of Value Capture and Mutuality in Buyer and Supplier Exchange, Supply Chain Management: An International Journal, vol. 9, no. 5.
• Eckert, J.E., 2006, Adaptive Selling Behavior: Adding Depth and Specificity to the Range of Adaptive Outpust, Mid-American Journal of Business, vol. 21, no. 1.
• Elo, M.N.K., Halinen, A., Tornroos J.A., 2010, Process Research in Business Networks An Event-based Method for Qualitative Analysis, 26th 1MP Conference, Budapest.
• Ford, D., 2011, IMP and Service-dominant Logic: Divergence, Convergence and Development, Industrial Marketing Management, vol. 40, no. 2.
• Frankwick, G.L., Porter, S., Crosby, L.A., 2001, Dynamics of Relationship Selling: A Longitudinal Examination of Changes in Salesperson-customer Relationship Status, Journal of Personal Selling & Sales Management, vol. 21, no. 2.
• Gosselin, D.P., Bauwen, G.A., 2006, Strategic Account Management: Customer Value Creation Through Customer Alignment, Journal of Business & Industrial Marketing, vol. 21, no. 6.
• Gronroos, C., 2006, Adopting a Service Logic for Marketing, Marketing Theory, vol. 6, no. 3.
• Gronroos, C., 2011, A Service Perspective on Business Relationships: The Value Creation, Interaction and Marketing Interface, Industrial Marketing Management, vol. 40.
• Guenzi, P., Pardo, C., Georges, L., 2007, Relational Selling Strategy and Key Account Managers' Relational Behaviors: An Exploratory Study, Industrial Marketing Management, vol. 36.
• Hakansson, H., Johanson, J., 1992, A Model of Industrial Networks, w: Axelsson, B., Easton, G. (eds.), Industrial Networks: A New View of Reality, Routledge, London.
• Hakansson, H., Ford, D., Gadde, L., Snehota, I., Waluszewski, A., 2009, Business in Networks, Willey.
• Heide, J.B., 1994, Interorganizational Governance in Marketing Channels, Journal of Marketing, vol. 58, no. 1.
• Homburg, C., Stock R.M., 2004, The Link between Salespeople Job Satisfaction and Customer Satisfaction in a Business-to-Business Context: A Dyadic Analysis, Journal of the Academy of Marketing Science, vol. 32, no. 2.
• Jones, E., Brown, S.P., Zoltners, A. Weitz, B.A., 2005, The Changing Environment of Selling and Sales Management, Journal of Personal Selling and Sales Management, vol. 15, no. 2.
• Kim, T.Y., Oh, H., Swaminathan, A., 2006, Framing Interorganizational Network Change: A Network Inertia Perspective, Academy of Management Review, vol. 31, no. 3.
• Kragh, H., Andersen, P.H., 2009, Picture This: Managed Change and Resistance in Business Network Settings, Industrial Marketing Management, vol. 38, no. 6.
• Liu, A.H., Leach, M.P., 2001, Developing Loyal Customers with a Value-Adding Sales Force: Examining Customer Satisfaction and the Perceived Credibility of Consultative Salespeople, Journal of Personal Selling & Sales Management, vol. 21, no. 2.
• Nahapiet, J., Ghoshal, S., 1998, Social Capital, Intellectual Capital and the Organizational Advantage, Academy of Management Review, vol. 23, no. 2.
• Saxe, R., Weitz, B.A., 1982, The SOCO Scale: A Measure of the Customer Orientation of Salespeople, Journal of Marketing Research, vol. 19, no. 3.
• Saxton, T., 1997, The Effects of Partner and Relationship Characteristics on Alliance Outcomes, Academy of Management Journal, vol. 40, no. 2.
• Scherpereel, C.M., 2006, Alignment: The Duality of Decision Problems, Management Decision, vol. 44, no. 9.
• Snow, D.A, Rochford Jr., E.B., Worden, S.K., Benford, R.D., 1986, Frame Alignment Processes, Micromobilization, and Movement Participation, American Sociological Review, vol. 51 (August).
• Spiro, R.L., Weitz, B.A., 1990, Adaptive Selling: Conceptualization, Measurement, and Nomological Validity, Journal of Marketing Research, vol. 27.
• Storbacka, K., Nenonen, S., 2011, Scripting Markets: From Value Propositions to Market Propositions, Industrial Marketing Management, vol. 40, iss. 2, February.
• Vargo, S.L., Lusch, R.F., 2008, Why "Service"?, Journal of the Academy of Marketing Science, vol. 36.
• Weitz, B.A., Bradford, K.D., 1999, Personal Selling and Sales Management: A Relationship Marketing Perspective, Journal of the Academy of Marketing Science, vol. 27, no. 2.
• Wren, B.M., Simpson, J.T., 1996, A Dyadic Model of Relationships in Organizational Buying: A Synthesis of Research Results, Journal of Business & Industrial Marketing, vol. 11, no. 3/4.