عنوان انگلیسی مقاله:
Value champions in business markets: Four role configurations
ترجمه فارسی عنوان مقاله:
ارزش قهرمانان در بازارهای تجاری : پیکربندی چهار نقش
Sciencedirect - Elsevier - Industrial Marketing Management, 85 (2020) 84-96. doi:10.1016/j.indmarman.2019.07.002
Joona Keränena,b,⁎, Stephan Liozuc
Customer value management has become a key priority in business markets, but many firms struggle to implement
it. While the prior literature has considered this primarily as sales responsibility, emerging research
suggests that best practice firms employ dedicated value champions to implement customer value management.
However, at present, we know little about the characteristics, and the tradeoffs between different value
championing approaches in business markets. Based on a discovery-oriented field research and interviews with
59 managers in 11 firms, this study illustrates four alternative role configurations firms use to employ value
champions, and unpacks the characteristics and implications of each approach. Collectively, this study advances
industrial marketing theory by shedding light on an emergent and contemporary management practice, and
offering practical insights into how firms can employ value champions in business markets.
Keywords: Customer value | Organizational champions | Organizational structures | Role configuration | Business markets | Value-based selling