Browsing by Author "Storbacka, Kaj"

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    The changing role of sales: viewing sales as a strategic, cross-functional process
    (Emerald Group Publishing Limited, 2009-07-01T00:00:00Z) Storbacka, Kaj; Ryals, Lynette; Davies, Iain A.; Nenonen, S.
    Purpose – Although there is substantial practitioner evidence for changes in the role and functioning of sales in the twenty-first century, there is little academic research charting new directions for the sales function in a business- to-business context. This paper aims to report on four case studies that illustrate how sales is changing. Design/methodology/approach – The case studies involve large global companies who were changing their existing sales process to adapt to changing circumstances. The organizations comprised four global industries: construction, power solutions, building technology, and electronics and software. Findings – The results demonstrate that sales is changing in three interrelated aspects: from a function to a process; from an isolated activity to an integrated one; and is becoming strategic rather than operational. Originality/value – The results suggest that changes in the role of sales will affect sales processes and the way that the sales function liaises with other depa
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    Co-creating brands: Diagnosing and designing the relationship experience.
    (Elsevier Science B.V., Amsterdam., 2009-03-01T00:00:00Z) Payne, Adrian; Storbacka, Kaj; Frow, Pennie; Knox, Simon
    The traditional goods-dominant logic of marketing is under challenge and leading researchers are now emphasizing the new service-dominant logic [Vargo, S.L., Lusch, R.F., Evolving to a new dominant logic for marketing. J Mark 2004; 68 (1): 1–17.]. One of the key foundational propositions of this logic is the customer as “always being a co-creator of value” where “the brand becomes the experience” [Prahalad, C.K., The co-creation of value. J Mark 2004; 68 (1): 23.]. In this paper, the authors examine the concept of brand relationship experience in the context of co-creation and service-dominant logic and outline a conceptual model for designing and managing the customer experience. Case study research illustrates how this model helps in the design and management of the brand relationship experience for an innovative ne