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Knowledge and focus, a condition for continuing sales growth

Clason, Johan and Kjellsson, Nils (2007)
Department of Business Administration
Abstract
Problem discussion:
To be competitive in a changeable environment, as the video surveillance market, in a time when the company and the market grow with almost 40% yearly, the sales organization must be well trimmed and effective. Knowledge about customers’ needs and what makes success are essential parts of the progress. Sales Product Management (Sales PM) is a new group at Axis with the main task to support local sales offices around the world in their work with different sales projects. Because of the number of ongoing projects Sales PM needs to be able to screen among these and focus on those where their help will be most valuable for the company. At the same time they have to know which kind of support their sales offices want and... (More)
Problem discussion:
To be competitive in a changeable environment, as the video surveillance market, in a time when the company and the market grow with almost 40% yearly, the sales organization must be well trimmed and effective. Knowledge about customers’ needs and what makes success are essential parts of the progress. Sales Product Management (Sales PM) is a new group at Axis with the main task to support local sales offices around the world in their work with different sales projects. Because of the number of ongoing projects Sales PM needs to be able to screen among these and focus on those where their help will be most valuable for the company. At the same time they have to know which kind of support their sales offices want and need. The knowledge assembled at the sales offices is important to be aware of the end customers’ demands, and to help the whole organization focus the support and prioritize projects. Aspects connected to information and knowledge gathering, storing and use of it are a highly relevant topic in today’s business environment. How could the handling be done, and to what extent could the information support the decisions made within the company? Stated problem: How can Axis’ existing sales and project process be developed in order to support the organization with knowledge and information required for growth? Purpose: The purpose is two-folded; 1. To investigate information and knowledge related aspects influencing the possibilities for growth of a company at an expanding market. The situation will be exemplified by using Axis as case study, which leads to the second part of the purpose; 2. To identify and evaluate Sales PM’s role and function concerning their importance in Axis ongoing expansion and part in the work with information and knowledge transference. The main issue in the thesis, connected to the purposes, will be to demonstrate the link between knowledge and growth. Method: Inductive as well as a deductive approach have been predominant in the working process, i.e. an abductive view. Interviews, surveys and case studies have been a vital source for primary data, but also secondary sources in form of literature have been fundamental in the thesis. Conclusions: The study results in a number of practical action proposals for Axis, but also in a more general conclusion. The theoretical issue, about the link between knowledge and growth in a business environment has led to cross-fertilization between Network theory and Resource Based View. The study shows a clear connection between the effort with knowledge management and the opportunity to more efficiently use the presumption to grow on the current market. An important part in this is to work in a structured way and to gain use of gathered information and knowledge. A part in this will be to prioritize and focus the support to the most important projects, which in the study is visualized through a model. (Less)
Please use this url to cite or link to this publication:
author
Clason, Johan and Kjellsson, Nils
supervisor
organization
year
type
H1 - Master's Degree (One Year)
subject
keywords
Axis Communications AB, Human Computer Interaction, Knowledge Management, Network theory, Resource Based View, support, Management of enterprises, Företagsledning, management
language
Swedish
id
1340209
date added to LUP
2007-05-15 00:00:00
date last changed
2012-04-02 16:34:33
@misc{1340209,
  abstract     = {Problem discussion:
To be competitive in a changeable environment, as the video surveillance market, in a time when the company and the market grow with almost 40% yearly, the sales organization must be well trimmed and effective. Knowledge about customers’ needs and what makes success are essential parts of the progress. Sales Product Management (Sales PM) is a new group at Axis with the main task to support local sales offices around the world in their work with different sales projects. Because of the number of ongoing projects Sales PM needs to be able to screen among these and focus on those where their help will be most valuable for the company. At the same time they have to know which kind of support their sales offices want and need. The knowledge assembled at the sales offices is important to be aware of the end customers’ demands, and to help the whole organization focus the support and prioritize projects. Aspects connected to information and knowledge gathering, storing and use of it are a highly relevant topic in today’s business environment. How could the handling be done, and to what extent could the information support the decisions made within the company? Stated problem: How can Axis’ existing sales and project process be developed in order to support the organization with knowledge and information required for growth? Purpose: The purpose is two-folded; 1. To investigate information and knowledge related aspects influencing the possibilities for growth of a company at an expanding market. The situation will be exemplified by using Axis as case study, which leads to the second part of the purpose; 2. To identify and evaluate Sales PM’s role and function concerning their importance in Axis ongoing expansion and part in the work with information and knowledge transference. The main issue in the thesis, connected to the purposes, will be to demonstrate the link between knowledge and growth. Method: Inductive as well as a deductive approach have been predominant in the working process, i.e. an abductive view. Interviews, surveys and case studies have been a vital source for primary data, but also secondary sources in form of literature have been fundamental in the thesis. Conclusions:	The study results in a number of practical action proposals for Axis, but also in a more general conclusion. The theoretical issue, about the link between knowledge and growth in a business environment has led to cross-fertilization between Network theory and Resource Based View. The study shows a clear connection between the effort with knowledge management and the opportunity to more efficiently use the presumption to grow on the current market. An important part in this is to work in a structured way and to gain use of gathered information and knowledge. A part in this will be to prioritize and focus the support to the most important projects, which in the study is visualized through a model.},
  author       = {Clason, Johan and Kjellsson, Nils},
  keyword      = {Axis Communications AB,Human Computer Interaction,Knowledge Management,Network theory,Resource Based View,support,Management of enterprises,Företagsledning, management},
  language     = {swe},
  note         = {Student Paper},
  title        = {Knowledge and focus, a condition for continuing sales growth},
  year         = {2007},
}