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Systematic Sales Channel Redesign for the US-Market

Journal
Journal of Business and Industrial Marketing
ISSN
0885-8624
Type
journal article
Date Issued
2010-09-27
Author(s)
Zupancic, Dirk  
Neckermann, Sonja
Schagen, Alexander  
DOI
10.1108/08858621011077772
Abstract
The purpose of this teaching case study is to analyze, conceptualize and redesign sales approaches with the example of a German wire company selling in the US market.

This is a case-based research paper that describes in detail successful sales channel redesign in a business-to-business context.

The case study shows the significant advantages of systematic research and optimization of sales channels. The potentials of the wire group in the USA were not utilized because only rough estimates of the US market existed. The new concept bears many advantages: important customers and important regions are covered by their own salesforce.

There is a scarcity of published work in the case-based research area. This work provides an understanding of sales channel redesign for business and industrial markets in the USA.

The findings of the case have tangible implications for those business companies whose sales channels operate in huge markets with limited resources.

The case adds value in sales channel management and supports companies in systematic sales channel redesign in business and industrial markets. Students will benefit from the systematic development of practical solutions in sales management.
Language
English
HSG Classification
contribution to scientific community
Refereed
Yes
Publisher
Emerald Group Publishing Limited
Publisher place
Bradford, UK
Volume
25
Number
7
Start page
547
End page
555
Pages
9
URL
https://www.alexandria.unisg.ch/handle/20.500.14171/95888
Subject(s)

business studies

Division(s)

IMC – Institute for M...

Eprints ID
62625

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