1 Customer perspective in network business Rozhkov Alexander, SU-HSE 09/02/09.

Slides:



Advertisements
Similar presentations
Market sensing and learning strategy Strategic market choices and targets Customer value strategy and positioning Strategic relationships and networks.
Advertisements

1 McGraw-Hill/Irwin Copyright © 2004, The McGraw-Hill Companies, Inc. All rights reserved. Chapter 6 Enterprise e-Business Systems.
Creating networks and Network lifecycle of Finnish companies on the Russian market as means of improving client orientation. Ekaterina Buzulukova.
PowerPoint Presentation by Charlie Cook Gordon Walker McGraw-Hill/Irwin Copyright © 2004 McGraw Hill Companies, Inc. All rights reserved. Chapter 6 Vertical.
principles of MARKETING
Products and Services for Businesses
Management Accounting in Transitional Economies By: Olga Girinova Olga Kuznecova Oleg Leonov Elena Safonova 2007.
Business to Business Marketing Characteristics Differences Key concepts.
University Miguel Hernández of Elche Some GlobalStart Tools PAXIS Workshop;Salamanca, June 2005.
Business Plan Preparation
MIB Research Seminar Dr., Senior Lecturer Maria M. Smirnova.
1 Methodology for customer relationship management Author : Ricardo Chalmeta From : The Journal of Systems and Software (2006) Report : Yu-Juan Chiu Date.
1 Industry Analysis Business Plan Preparation Frank Moyes Leeds School of Business University of Colorado Boulder, Colorado.
Profiling Contemporary Marketing Practice Jaqueline Pels, Universidad Torcuato Di Tella 1- Overview 2- Cross-National Results Incorporating e-Marketing.
Copyright ©2001, Ozro Inc. US Patent 6,141,653 Other patents pending 1 Global B2B eCommerce Adoption: The Business Perspective Presentation to The Information.
1 Industry Analysis Business Plan Preparation Frank Moyes Leeds School of Business University of Colorado Boulder, Colorado.
CURRENT STATE OF PURCHASING AND SUPPLY MANAGEMENT IN FINLAND AND IN RUSSIA - A CROSS COUNTRY SURVEY Jari Jumpponen, Sergei Kouchtch, Katrina Lintukangas,
A Framework for Marketing Management
GLOBAL ECONOMIES OF SCALE Paul S. Licker GITMA 2005 Anchorage, Alaska June 2005 SCOPE STYLE.
Innovativeness & Interaction: Conceptual Research Approach Maria M. Smirnova Sergey P. Kouchtch GSOM Saint Petersburg.
Introduction to Marketing
B2B E-Commerce: Supply Chain Management and Collaborative Commerce
 AP Degree in Marketing Management  Top Up in International Sales and Marketing Management YOU CAN CHOOSE BETWEEN TWO PROGRAMMES:
Customer Satisfaction, Retention, and Loyalty
Copyright © Houghton Mifflin Company. All rights reserved. 1–11–1 Marketing Deals with Products, Price, Distribution, and Promotion The Marketing Mix –Four.
Customer Relationship Management (CRM)
GROCERY INDUSTRY, PRIVATE BRANDS AND ITS EVOLUTION Joe McKie, Vice President, Private Brands Food Marketing Institute.
Chapter 12-Lovelock Chapter 7-Zeithaml.  Loyalty  Defector  Zero Defection Rate.
LIITO Renewing Business and Management Program Heli Kukko Technology Director The Finnish Funding Agency of Technology and Innovation LIIKE2.
1.Microsoft Office WordPerfect Suite Enterprise Resource Planning systems. 4.Lotus Sametime systems. 5.Integrated database systems. A suite.
Supplier Relationship Management in the Context of Supply Chain Management Keely L. Croxton, Ph.D. Asst. Professor of Logistics The Ohio State University.
Introduction to customer relationship management
Customer Relationship Management Key Concepts. Customer Relationship Management Strategy Link all processes of the company from its customers through.
Chapter One Marketing: Managing Profitable Customer Relationships.
Goal 1: Define marketing and the marketing process.
Learning Goals Define marketing and the marketing process.
Marketing 420 MKT Contemporary Issues in Marketing.
Working Paper: (not DBA research) Views of Local Government Officials on Electronic Procurement in Thailand Presented at Customized Study Program (30 March.
McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 4 Business Across the Enterprise.
IT & Business Models Market Systems Chp. 8. The Business Model (p. 113) Market/industry Customers, competition Offering Environment Physical and service.
7-1 McGraw-Hill/Irwin Copyright © 2007 by The McGraw-Hill Companies, Inc. All rights reserved.
McGraw-Hill/Irwin Strategic Management, 10/e Copyright © 2007 The McGraw-Hill Companies, Inc. All rights reserved. Logistyka wirtualna Element 9.
CHAPTER 2 Supply Chain Management. Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin 2-2 Supply Chain Management.
8 - 1 Copyright © 2006, The McGraw-Hill Companies, Inc. All rights reserved.
Chapter 1 What is Marketing?
Electronic Commerce Semester 1 Term 1 Lecture 3. Types of E-Commerce There are three distinct general classes of e-commerce: –Inter-organisational (business-to-business/B2B)
Presented at XI International Academic Conference on economic and social development, SU-HSE on 8 April Towards a customer oriented network Olga.
Chapter 1 The Unique Nature of Industrial Marketing.
Relationship Marketing VS Customer Relationship Management
Logistics and Supply Chain Management. Introduction to Global Supply Chain Management  What is a Supply Chain ? A system or network consisting of organizations.
McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 8 Business Across the Enterprise.
Chapter 2 Being Customer Oriented
Copyright © 2002 All rights reserved. 1 CHAPTER 1 The Customer: Key to Market Success.
Lecture 1: Strategic Marketing and The Marketing Planning Process Taufique Hossain Marketing Strategy MKT 460.
Customer Relationship Management (CRM)
I MPROVING C USTOMER P ROFITABILITY D R. F. B ARRY L AWRENCE, P H.D.
E-Business Strategy. Learning Outcomes Follow an appropriate strategy process model for e- business Apply tools to generate and select e-business strategies.
STROI network – project presentation. Discussion seminar February Results for the P5: Customer Orientation and Marketing Olga Tretyak, Marina.
Concept and Context of CRM
ERP vendor perspective
Pricing Strategy at Officenet Staples
Software Solutions for E-Business
Customer Loyalty & Retention Strategies
Service - Profit Chain Inputs Outputs
WHAT IS MARKETING ? Marketing is the basic function of all business firms. The organization starts marketing before the production of goods and it continues.
MKT 606: CHAPTER 4 STRATEGIC CUSTOMER MANAGEMENT: SYSTEMS, ETHICS, AND SOCIAL RESPONSIBILITY MKT 606 CH 04 MNH.
What Is Marketing? Simple Definition: Marketing is managing profitable customer relationships. Goals: Attract new customers by promising superior value.
CUSTOMER RELATIONSHIP MANAGEMENT CONCEPTS AND TECHNOLOGIES
Chapter 8 Business Across the Enterprise.
Presentation transcript:

1 Customer perspective in network business Rozhkov Alexander, SU-HSE 09/02/09

2 Research project description Research questions Customer Relationship Management (CRM) in B2B (Business to Business) networks: theoretical presentation Development of customer relationship model B2B (Business to Business) networks: –Relationship management –Communication system –Customer attraction and retention techniques –Network coordination Customer perspective in Russian business culture: inner and outer customer relationship in company network

3 External factors (as reported) Global factors Russia is more exposed to crisis processes than Finland Construction industry is in recession Companies become more oriented on profit than long term relationship Number of customers and suppliers is decreasing dramatically Customer market power is increasing because of decreasing demand Market organization Russian market is much more dynamic than Finnish Competition is much more intensive Legislation and certification

4 CRM model: Relationship management Customer relation building process Main success factors are interpersonal relations and communication Russian sales staff – as one of the most important instruments of adaptation Initial contact Repeating transactions Initial transaction Legal agreement ! Grey scheme in supply ! Loyal Customer (partner) Legislation and certification

5 CRM model: Relationship management (2) Main goals in customer relations -Increase in sales volume -Loyalty (build up by credit lines, interpersonal relations and contract terms fulfillment) -No negative feedback -Private label development (for individual customers) Problem solving -Information support on all delays -Additional discounts -Fees and penalties according the agreement

6 CRM model: customer indicators Initial contact -No particular criteria, all customers are good in crisis period -Company size (?) Repeating transactions -Operation profit -Contract terms fulfillment -Sales volume growth

7 Intermediate Results Areas of uncertainty Russian partners and their customer base. (accessibility) Business culture aspects in Russia ==  Value chain modification

8 Relevant Literature Intercompany relations Cannon, Joseph P. and William D. Perreault Jr “Buyer-Seller Relationships in Business Markets.” Journal of Marketing Research 36 (November): K. Möller, A. Rajala “Rise of strategic nets — New modes of value creation” Industrial Marketing Management 36 (2007) 895–908 Methodology Mahmood M. Hajjat Customer orientation: construction and validation of the CUSTOR scale. Marketing Intelligence & Planning 20/7 [2002] Saxe, R. and Weitz, B.A. (1982), “The SOCO scale: a measure of the customer orientation of salespeople”, Journal of Marketing Research, Vol. 19, August, pp Eisenhardt K. Building theories from case study research. Academic Management Review 1989;14(4):532 –50. Market orientation (network level) Kohli, Ajay K. and Bernard J. Jaworski “Market Orientation: The Construct, Research Propositions, and Managerial Implications.” Journal of Marketing 54 (2): H. Terho, A. Halinen “Customer portfolio analysis practices in different exchange contexts/ Journal of Business Research 60 (2007) 720–730 U. Elg Inter-firm Market Orientation: Its Significance and Antecedents in Distribution Networks / Journal of Marketing Management, 2002,18,

9 Thank You for your attention!