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Author:Virtanen, Tatu
Title:Complexity in business-to-business relationships as a barrier to value-based selling
Yritysten välisten suhteiden monimutkaisuus arvomyynnin esteenä
Publication type:Master's thesis
Publication year:2013
Pages:46      Language:   eng
Department/School:Perustieteiden korkeakoulu
Main subject:Teollisuustalous   (TU-22)
Supervisor:Lillrank, Paul
Instructor:Segersven, Christian ; Parviainen, Petri
OEVS:
Electronic archive copy is available via Aalto Thesis Database.
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Location:P1 Ark Aalto     | Archive
Keywords:value-based selling
complexity
co-creation
customer relationship management systems
logistic regression
arvomyynti
monimutkaisuus
yhteiskehittely
asiakastietokanta
logistinen regressio
Abstract (eng): Close collaboration and value co-creation in business relationships has been a point of interest for both researchers and managers alike.
However, previous research indicates that companies are struggling to obtain the benefits of close collaboration.
Furthermore, the dark-side of value-based selling approaches has not yet been explored.

This study combines sixteen interviews and quantitative Customer Relationship Management system data analysis of 4,000 sales leads over a three-year period.
Based on empirical evidence, this study reveals that close collaboration with customers often increases the amount of terminated value creation attempts, since value co-creation and cross-business-unit collaboration may also serve as gateways for unrealistic development projects that are caused by overly complex customer purchasing needs.

Our findings suggest that value-based selling may not be a way to increase hit rates, due to the high amount of cancelled leads.
This should be taken into account when sales performance is measured in highly collaborative customer relationships.
Abstract (fin): Arvomyynti on asiakkaan liiketoiminnan syvälliseen ymmärtämiseen perustuvaa myyntiä, mikä on mahdollista kommunikoinnin ja yhteistyön kautta.
Aiempi tutkimus on kuitenkin osoittanut, että yrityksillä on vaikeuksia saavuttaa läheisten asiakassuhteiden hyödyt, eikä arvomyynnin tuomia haasteita ole tarkemmin kartoitettu myyntitutkimuksessa.

Diplomityö analysoi kohdeyrityksen asiakastietokantaa kolmen vuoden ajalta ja haastattelee 16 asiantuntijaa.
Työ tutkii, miten arvomyynti on vaikuttanut neljän tuhannen myyntihankkeen onnistumiseen.
Kvantitatiivisen analyysin perusteella arvon yhteiskehittely asiakkaan kanssa ja monen liiketoimintayksikön osallistuttaminen kasvattaa keskeytettyjen myyntihankkeiden määrää.

Arvomyynnin kautta kasvava yhteistyö voi siis samalla lisätä epärealistisia myyntihankkeita, joiden suuri määrä laskee myös onnistumisprosenttia.
Työn tuloksien perusteella arvomyynti ei aina sovellu myynnin onnistumisprosentin nostamiseen, mikä tulisi ottaa huomioon mitatessa myynnin tehokkuutta tiiviissä asiakassuhteissa.
ED:2013-10-29
INSSI record number: 47409
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