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Framgång i säljande - om värdeskapande i säljar- och köparinteraktionen på industriella marknader

Norén, Catharina LU (2007) In Lund Studies in Economics and Management
Abstract (Swedish)
Popular Abstract in Swedish

Forskningsfokus i den här avhandlingen har varit framgång i säljande skapad i säljare och köparinteraktioner på och mellan makro-, meso- och mikronivå. Framgång har studerats som ett värde med konsekvenser för utbytesprocessen eftersom framgång påverkar aktörernas agerande i säljar- och köparinteraktionen på olika nivåer i företagen. Studien är avgränsad till framgång i säljande som värde; hur det nås, överförs och används i säljkontexten. I analysen har aktörernas erfarenheter av tidigare framgång utgjort en grund för att förstå hur de hanterar olika situationer i sin säljvardag genom sitt tal och agerande. Syftet med studien har varit att: ta fram de aspekter som säljare och köpare uppfattar... (More)
Popular Abstract in Swedish

Forskningsfokus i den här avhandlingen har varit framgång i säljande skapad i säljare och köparinteraktioner på och mellan makro-, meso- och mikronivå. Framgång har studerats som ett värde med konsekvenser för utbytesprocessen eftersom framgång påverkar aktörernas agerande i säljar- och köparinteraktionen på olika nivåer i företagen. Studien är avgränsad till framgång i säljande som värde; hur det nås, överförs och används i säljkontexten. I analysen har aktörernas erfarenheter av tidigare framgång utgjort en grund för att förstå hur de hanterar olika situationer i sin säljvardag genom sitt tal och agerande. Syftet med studien har varit att: ta fram de aspekter som säljare och köpare uppfattar påverka skapandet av värdet framgång i säljande på industriella marknader.



Praktiskt har studien genomförts som en multimetodstudie med närvaro i ett företag. Det innebar intervjuer och observationer i de studerade aktörernas miljö. Det har medfört studie av vardagligt säljarbete och säljar- och köparinteraktioner. Retorik har i analysen använts för att tolka aktörernas tal och interaktioner med andra aktörer. Därefter har dubbel interaktion, habitus, fält och kapital samt schema använts för att analyser hur meningsskapande är relaterat till interaktioner liksom även agerande mellan säljare och köpare på och mellan mikro-, meso- och makronivå.



Analysen av interaktioner och intervjuer resulterade i flertalet aspekter som visade framgång i säljande som ett värde. De har sammanfogats till en modell med två centrala teman som är säljgruppens kunskapshantering och köparnas behov. Dessa aspekter påverkar de andra fyra aspekterna som är perifera. Dessa är socialt utbyte; relationer på och mellan nivåer i företagen; samarbete, problem, riskhantering; samt konkurrens hantering. De sex aspekterna och deras samband är viktiga resultat av analysen av som har gjort det möjligt att visa hur säljare och köpare interagerar för att lösa olika problem och utveckla säljande och köpande. Resultatet visar att framgång i säljande är ett multinivå fenomen och ett nära samarbete mellan säljare, köpare samt andra parter från de båda företagen samt nätverket. Resultatet av studien bidrar till olika forskningsområden varav de viktigaste är industriell marknadsföring och kognitivt säljande. (Less)
Abstract
The research focus in this dissertation has been on success in selling as created in the seller and buyer interaction on and between macro-, meso- and micro levels. Success seen as a value has consequences for the exchange process, since it affects the actor's action in the seller and buyer interaction on different levels in companies. The study of value is limited to success in selling as a value; how it is reached, transmitted and used in the selling context. Sense making in the process of creating success in selling will be in focus in the analysis, that it may be understood both through the actor's interactions and in the way he acts and talks. The purpose is: To distinguish aspects that seller and buyer interpret as affecting on the... (More)
The research focus in this dissertation has been on success in selling as created in the seller and buyer interaction on and between macro-, meso- and micro levels. Success seen as a value has consequences for the exchange process, since it affects the actor's action in the seller and buyer interaction on different levels in companies. The study of value is limited to success in selling as a value; how it is reached, transmitted and used in the selling context. Sense making in the process of creating success in selling will be in focus in the analysis, that it may be understood both through the actor's interactions and in the way he acts and talks. The purpose is: To distinguish aspects that seller and buyer interpret as affecting on the process of creating the value success in selling on industrial markets.



In-depth interviews and observations etc. were used as multi-methods to study actors like sales representatives, sales managers and buyer representatives. Rhetoric is used in the analysis to interpret actor's talk, and their interaction with other actors. Double interaction, habitus, field, capital and schema are the models used to analyze sense making related to interaction, as well as action between sellers and buyers on and between micro , meso- and macro level.



The analysis of the interactions and interviews resulted in several aspects showing success in selling as a value. In the model these aspects form a model with two central themes, the selling group's knowledge management and buyer's needs. These affect the other four aspects that are peripheral in relation to them. They are social exchange, relationships on and between different levels in companies, cooperation, problem solving and risk management and competition management. They are important results from the analysis of success on and between micro-, meso- and macro levels, since the aspects makes it is possible to show how the seller and the buyer interact to solve different problems and developing selling and buying. The result shows that success in selling is a multilevel phenomenon and tight cooperation between the sales person, the buyer and other parties from both companies and network. The results of the study contribute to different areas of research, the main areas being industrial marketing and cognitive selling. (Less)
Please use this url to cite or link to this publication:
author
supervisor
opponent
  • Prof. Houman Andersen, Poul, Århus School of Business, Dept. of Management
organization
publishing date
type
Thesis
publication status
published
subject
keywords
byuer, interaction, Seller, value creation, success, industrial marketing, Social sciences, Samhällsvetenskaper, Industriell ekonomi, Commercial and industrial economics
in
Lund Studies in Economics and Management
pages
295 pages
publisher
Institute of Economic Research
defense location
EC3 207
defense date
2007-02-28 10:00
ISBN
978-85113-15-6
language
Swedish
LU publication?
yes
id
e52a8640-8192-4e83-89f3-eb0cd6d532bd (old id 25234)
date added to LUP
2007-06-05 10:52:05
date last changed
2016-09-19 08:45:11
@phdthesis{e52a8640-8192-4e83-89f3-eb0cd6d532bd,
  abstract     = {The research focus in this dissertation has been on success in selling as created in the seller and buyer interaction on and between macro-, meso- and micro levels. Success seen as a value has consequences for the exchange process, since it affects the actor's action in the seller and buyer interaction on different levels in companies. The study of value is limited to success in selling as a value; how it is reached, transmitted and used in the selling context. Sense making in the process of creating success in selling will be in focus in the analysis, that it may be understood both through the actor's interactions and in the way he acts and talks. The purpose is: To distinguish aspects that seller and buyer interpret as affecting on the process of creating the value success in selling on industrial markets.<br/><br>
<br/><br>
In-depth interviews and observations etc. were used as multi-methods to study actors like sales representatives, sales managers and buyer representatives. Rhetoric is used in the analysis to interpret actor's talk, and their interaction with other actors. Double interaction, habitus, field, capital and schema are the models used to analyze sense making related to interaction, as well as action between sellers and buyers on and between micro , meso- and macro level.<br/><br>
<br/><br>
The analysis of the interactions and interviews resulted in several aspects showing success in selling as a value. In the model these aspects form a model with two central themes, the selling group's knowledge management and buyer's needs. These affect the other four aspects that are peripheral in relation to them. They are social exchange, relationships on and between different levels in companies, cooperation, problem solving and risk management and competition management. They are important results from the analysis of success on and between micro-, meso- and macro levels, since the aspects makes it is possible to show how the seller and the buyer interact to solve different problems and developing selling and buying. The result shows that success in selling is a multilevel phenomenon and tight cooperation between the sales person, the buyer and other parties from both companies and network. The results of the study contribute to different areas of research, the main areas being industrial marketing and cognitive selling.},
  author       = {Norén, Catharina},
  isbn         = {978-85113-15-6},
  keyword      = {byuer,interaction,Seller,value creation,success,industrial marketing,Social sciences,Samhällsvetenskaper,Industriell ekonomi,Commercial and industrial economics},
  language     = {swe},
  pages        = {295},
  publisher    = {Institute of Economic Research},
  school       = {Lund University},
  series       = {Lund Studies in Economics and Management},
  title        = {Framgång i säljande - om värdeskapande i säljar- och köparinteraktionen på industriella marknader},
  year         = {2007},
}