Must have or nice to have

2019 ◽  
Vol 34 (1) ◽  
pp. 39-48 ◽  
Author(s):  
Sabita Mahapatra ◽  
ATP Ramani ◽  
Avinash D. Kulkarni
Keyword(s):  
Decision Making ◽  
Customer Value ◽  
Customer Relationship ◽  
Value Proposition ◽  
Buying Behavior ◽  
Comprehensive Overview ◽  
Content Type ◽  
Digital World ◽  
Decision Making Unit ◽  
Critical Issues

PurposeThis paper aims to provide an opportunity to study organization buying behavior, specifically buying and selling in the B2B context. The case demonstrates the need to understand the expectations of the buyer’s decision-making unit and the challenges involved in acquiring and retaining customers based on the articulated value proposition of the product. The case also provides an opportunity to explore the critical issues related to an organization’s buying process, while emphasizing on the importance of customer relationship management and the challenges involved in sales conversion.Design/methodology/approachThe case is a filed-based study that aims to provide insight on differences between buying and selling in B2B & B2C and an understanding on customer value proposition in B2B buying context.FindingsThe case provides a comprehensive overview on the key role of decision-making units and decision-making process in B2B context.Originality/valueThis is an India-specific field-based case study on B2B selling situation. The case provides a framework on salesperson B2B selling approach, techniques and skills in view of the changing business selling environment in the age of technologically advanced digital world.

Communicating customer value proposition in the French pharmaceutical industry. The case of OTC drugs

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Sylvaine Castellano ◽  
Insaf Khelladi ◽  
Chiraz Aouina Mejri
Keyword(s):  
Value Chain ◽  
Customer Value ◽  
Customer Relationship ◽  
Value Proposition ◽  
Multiple Stakeholders ◽  
Content Type ◽  
Otc Drugs ◽  
Business To Consumer ◽  
Business To Business ◽  
Customer Value Proposition

Purpose This paper aims to investigate how pharmacies communicate their customer value proposition (CVP) in a complex and multiple-stakeholder setting. More specifically, from the pharmacists’ perspective, the study analyzes how CVP is articulated in complex settings/offerings and among multiple stakeholders; and elucidates the communication gap among stakeholders of the CVP. Design/methodology/approach Two studies were conducted to examine how offerings are communicated throughout the value chain. Through six in-depth interviews, Study 1 aimed to analyze how pharmacies articulate CVP for over-the-counter (OTC) drugs in a complex business-to-business-to-consumer setting. For Study 2, the data were collected from 113 French pharmacists to investigate the communication issues and to unveil the tools used to promote OTC drugs among the different stakeholders. Findings From the pharmacists’ perspective, the longer the chain, the more complex the efficiency of the CVP. This study conceives a new and adapted CVP as iterative and cumulative. This paper also highlights how value is distributed across the customer relationship in a complex and regulated industry. The findings feature a reciprocal perspective of CVP between the pharmaceutical labs and their direct/indirect customers. Final customers aim at creating a reciprocal approach with the different stakeholders. Pharmacists use a unidirectional perspective of CVP with their direct customers (patients/final customers). Originality/value The study contributes to a better understanding of the CVP in complex industries characterized by a chain of value distributed among multiple stakeholders (i.e. business-to-consumer and business-to-business). The article also enriches past research that analyzed the way firms communicate their offerings from a CVP perspective.

Studi Perilaku Anggota Unit Pengambil Keputusan Dalam Pembelian Organisasional: Sebuah Review Literatur

2017 ◽  
Vol 24 (1) ◽  
pp. 71-86
Author(s):  
Amin Wibowo
Keyword(s):  
Decision Making ◽  
Information Search ◽  
Search Time ◽  
Integrated Approach ◽  
Review Literature ◽  
Buying Behavior ◽  
Organizational Buying ◽  
Decision Making Unit ◽  
Behavior Based ◽  
Sharing Responsibility

Up to now, organizational buying is still interesting topic discussed. There are divergences among the findings in organizational buying researches. Different perspectives, fenomena observed, research domains and methods caused the divergences. This paper will discusse organizational buying behavior based on literature review, focused on behavior of decision making unit mainly on equipment buying. From this review literatures, it would be theoritical foundation that is valid and reliable to develop propositions in organizational buying behavior. Based on review literature refferences, variables are classified into: purchase situation, member of decision making unit perception, conflict among the members, information search, influences among members of decision making unit. Integrated approach is used to develop propositions relating to: purchasing complexity, sharing responsibility among the members, conflict in decision making unit, information search, time pressure as moderating variable between sharing responsibility and conflict in decision making unit, the influence among the members inside decision making unit and decision making outcome

Identification and prioritization of factors influencing organization risk tolerance level

2019 ◽  
Vol 16 (4) ◽  
pp. 417-435
Author(s):  
Mohammad Khalilzadeh ◽  
Shiba Masoumi ◽  
Isa Masoumi
Keyword(s):  
Decision Making ◽  
Risk Tolerance ◽  
Project Manager ◽  
Validity And Reliability ◽  
Statistical Population ◽  
Content Type ◽  
Tolerance Level ◽  
Factors Influencing ◽  
Critical Issues ◽  
Decision Making Model

Purpose Identifying and prioritizing the risks are considered as critical issues in risk management; otherwise, non-considering the risks will lead to the problems such as delays in project implementation, increased costs, loss of reputation, loss of clients, reduced revenue and liquidity and even bankruptcy. The paper aims to discuss these issues. Design/methodology/approach In this paper, the factors influencing the organization risk tolerance level were identified. Then, the factors increasing and decreasing the risk tolerance level were determined by a decision-making model. Finally, a comprehensive model was considered for risk measuring and preparing a risk failure structure chart, in order to determine the factors influencing it as well as the measurement criteria and then they were ranked using the taxonomy method. In this study, the size of the statistical population was 130 (six small and medium manufacturer and service provider companies). Based on Cochran’s sample size formula, 97 questionnaires containing 30 questions were randomly distributed among the population. Validity and reliability of the questionnaire were confirmed. The data were analyzed by SPSS 22. Findings Given the hypotheses of this study, the first hypothesis was rejected and the other hypotheses were accepted. The final ranking was done using the taxonomy method; the personality of the project manager was ranked at first; income, credit and capital were ranked second and the number of personnel was ranked third. Moreover, the TOPSIS method was used for ranking to compare the results. Originality/value In this research, the identification and ranking of these factors have taken place in several small- and medium-sized organizations; in addition, the rankings are conducted using the taxonomy decision-making method.

Sustainable efficiency assessment of private diagnostic laboratories under uncertainty

2020 ◽  
Vol 15 (3) ◽  
pp. 1069-1103
Author(s):  
Niloufar Ghafari Someh ◽  
Mir Saman Pishvaee ◽  
Seyed Jafar Sadjadi ◽  
Roya Soltani
Keyword(s):  
Decision Making ◽  
Sustainable Development ◽  
Managerial Decision ◽  
Diagnostic Laboratory ◽  
Content Type ◽  
Development Indicators ◽  
Sustainable Development Indicators ◽  
Proposed Model ◽  
Decision Making Unit ◽  
Medical Diagnostic

Purpose Assessing the performance of medical laboratories plays an important role in the quality of health services. However, because of imprecise data, reliable results from laboratory performance cannot be obtained easily. The purpose of this paper is to illustrate the use of interval network data envelopment analysis (INDEA) based on sustainable development indicators under uncertainty. Design/methodology/approach In this study, each medical diagnostic laboratory is considered as a decision-making unit (DMU) and an INDEA model is used for calculating the efficiency of each medical diagnostic laboratory under imprecise inputs and outputs. The proposed model helps provide managers with effective performance scores for deficiencies and business improvements. The proposed model with realistic efficiency scores can help administrators manage their deficiencies and ultimately improve their business. Findings The results indicate that uncertainty can lead to changes in performance scores, rankings and performance classifications. Therefore, the use of DEA models under certainty can be potentially misleading. Originality/value The contribution of this study provides useful insights into the use of INDEA as a modeling tool to aid managerial decision-making in assessing efficiency of medical diagnostic laboratories based on sustainable development indicators under uncertainty.

Pediasure: children’s health problem now a history!

2016 ◽  
Vol 6 (2) ◽  
pp. 1-21
Author(s):  
Farah Naz Baig
Keyword(s):  
Decision Making ◽  
Nutritional Supplement ◽  
Subject Area ◽  
Decision Making Process ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Content Type ◽  
Decision Making Unit ◽  
Pull Marketing ◽  
Push And Pull

Subject area Advertising, Marketing Management, Integrated Marketing Communications. Study level/applicability Undergraduate third year/fourth year students. The case is positioned at the beginning of the course. Case overview The case aims to help the students in understanding the concepts of push and pull marketing in the nutritional supplement category which is different from the FMCG sector in terms of the decision-making process and consumer behavior. The brand is bought by the mother, consumed by the kids and endorsed by the doctors. The brand manager faces the dilemma of budget division on push vs pull marketing considering the previous back lash from the doctors when the company shifted toward pull marketing. Expected learning outcomes By the end of the case, the students should have understood the following concepts: push versus pull marketing, decision-making unit, decision-making process and customer acquisition vs retention efforts. Supplementary materials Teaching notes are available for educators only. Please contact your library to gain login details or email [email protected] to request teaching notes. Subject code CSS 8: Marketing

A Kano model, AHP and TOPSIS based approach for selecting the best mobile phone under a fuzzy environment

2020 ◽  
Vol 37 (6/7) ◽  
pp. 837-851
Author(s):  
Rohit Singh ◽  
Shwetank Avikal ◽  
Rashmi Rashmi ◽  
Mangey Ram
Keyword(s):  
Decision Making ◽  
Mobile Phone ◽  
Mobile Phones ◽  
Fuzzy Ahp ◽  
Kano Model ◽  
Content Type ◽  
Digital World ◽  
Complex Decision Making ◽  
Ranking Of Alternatives ◽  
Technical Specifications

PurposeIn today's era of a digital world, mobile phones have now become an essential part in everyday life. The selection of the best mobile phone among the available alternatives is a complex decision making it a problem for the customers. Mobile phone manufactures are facing a lot of problems for launching/introducing a mobile phone according to the requirement of customers and it depends on a number of criteria/attributes such as: technical specifications, price, brand etc.Design/methodology/approachIn the presented work, the above-discussed problem has been considered as a Multi-Criteria Decision Making MCDM problem and an approach based on Kano model with Fuzzy AHP and TOPSIS has been proposed to solve the problem. The Kano model has been used for identifying the different Kano categories of all the features through a customer survey. Fuzzy AHP has been applied to achieve the weights of each feature in order to introduce a best mobile phone for the customers. TOPSIS has been used for ranking of alternatives.Findingsmain features with different other sub-features have been selected for the study. Different features have been considered as categories and their Kano categories have been found out. The importance of these features has also been calculated by Fuzzy-AHP in terms of their evaluated weights. Different mobile phones have been ranked by TOPSIS according to their features calculated by Fuzzy-AHP. The proposed approach seems effective for identifying/classifying different attributes/features of mobile phones according to customer's requirements.Originality/valueHere, different features of a mobile phone have been considered for designing a suitable mobile phone. Thus, this work can help a designer to design and select a suitable feature for a customer-oriented mobile phone.

A predictive analytics of physicians prescription and pharmacies sales correlation using data mining

2019 ◽  
Vol 13 (3) ◽  
pp. 346-363
Author(s):  
Babak Sohrabi ◽  
Iman Raeesi Vanani ◽  
Nastaran Nikaein ◽  
Saeideh Kakavand
Keyword(s):  
Data Mining ◽  
Decision Making ◽  
Pharmaceutical Industry ◽  
Predictive Analytics ◽  
Customer Relationship ◽  
Sales Managers ◽  
Content Type ◽  
Using Data ◽  
The Impact ◽  
The Relationship

Purpose In the pharmaceutical industry, marketing and sales managers often deal with massive amounts of marketing and sales data. One of their biggest concerns is to recognize the impact of actions taken on sold-out products. Data mining discovers and extracts useful patterns from such large data sets to find hidden and worthy patterns for the decision-making. This paper, too, aims to demonstrate the ability of data-mining process in improving the decision-making quality in the pharmaceutical industry. Design/methodology/approach This research is descriptive in terms of the method applied, as well as the investigation of the existing situation and the use of real data and their description. In fact, the study is quantitative and descriptive, from the point of view of its data type and method. This research is also applicable in terms of purpose. The target population of this research is the data of a pharmaceutical company in Iran. Here, the cross-industry standard process for data mining methodology was used for data mining and data modeling. Findings With the help of different data-mining techniques, the authors could examine the effect of the visit of doctors overlooking the pharmacies and the target was set for medical representatives on the pharmaceutical sales. For that matter, the authors used two types of classification rules: decision tree and neural network. After the modeling of algorithms, it was determined that the two aforementioned rules can perform the classification with high precision. The results of the tree ID3 were analyzed to identify the variables and path of this relationship. Originality/value To the best of the authors’ knowledge, this is one of the first studies to provide the real-world direct empirical evidence of “Analytics of Physicians Prescription and Pharmacies Sales Correlation Using Data Mining.” The results showed that the most influential variables of “the relationship between doctors and their visits to pharmacies,” “the length of customer relationship” and “the relationship between the sale of pharmacies and the target set for medical representatives” were “deviation from the implementation plan.” Therefore, marketing and sales managers must pay special attention to these factors while planning and targeting for representatives. The authors could focus only on a small part of this study.

scholarly journals Inside-out and outside-in mental models: a top executive perspective

2018 ◽  
Vol 30 (5) ◽  
pp. 529-553 ◽  
Author(s):  
Mika Yrjölä ◽  
Hannu Kuusela ◽  
Kari Neilimo ◽  
Hannu Saarijärvi
Keyword(s):  
Decision Making ◽  
Mental Models ◽  
Customer Value ◽  
Two Dimensions ◽  
Strategic Decision ◽  
Structured Interviews ◽  
Content Type ◽  
Value Propositions ◽  
Executive Decision Making ◽  
Inside Out

Purpose The purpose of this paper is to identify and characterise executives’ inside-out (firm-oriented) and outside-in (market-oriented) mental models. As these two orientations are vital for strategic decision-making, yet potentially contradictory, it is important to understand the role of inside-out and outside-in thinking in executives’ agendas. Design/methodology/approach Qualitative, semi-structured interviews of 15 senior executives were used to capture insights into executives’ mental models. Data analysis was conducted following the principles of abstraction, theory emerging from data and constant comparison. Findings Four archetypes of executive mental models are identified and characterised along two dimensions (inside-out or outside-in orientation and focus on rational or emotional aspects). Practical implications The study introduces a tentative framework for practitioners to identify and deploy the potential of the mental models that guide executive decision-making. Originality/value The study extends prior research on mental models by combining this approach with inside-out and outside-in orientations and customer value propositions. In addition, it introduces four archetypes that illustrate the distinct potential of different mental models.

Research on Customer Value Evaluation Based on Data Mining and Mathematical Statistics

2014 ◽  
Vol 926-930 ◽  
pp. 3890-3893
Author(s):  
Bin Yang
Keyword(s):  
Data Mining ◽  
Decision Making ◽  
Customer Value ◽  
Customer Relationship ◽  
Management Decision ◽  
Value Assessment ◽  
Business Decision ◽  
Value Evaluation ◽  
Customer Information ◽  
Management Decision Making

In business you can get a number of data about customer information. How to find useful information for business decision-making from so many complicated, messy data and then to perform customer value assessment is a very important and complicated process. In this paper, data mining topics is identified as customer value assessment to assess customer value through data mining and statistical methods, in order to support the company's marketing decision making and customer relationship management decision making.

Accounting for risk in the traditional RFM approach

2016 ◽  
Vol 39 (2) ◽  
pp. 215-234 ◽  
Author(s):  
Shweta Singh ◽  
Sumit Singh
Keyword(s):  
Customer Relationship Management ◽  
Operations Research ◽  
Customer Value ◽  
Design Methodology ◽  
Research Area ◽  
Customer Relationship ◽  
Behavioral Characteristics ◽  
Content Type ◽  
Customer Valuation ◽  
Behavioral Tendencies

Purpose – The Purpose of this study is to provide an alternative way to create customer valuation metric while accounting for customer riskiness. Customer relationship management (CRM) emphasizes the importance of measuring customer value. Analytics has paved the way for innovation by providing companies valuable insights into the behavior of customers. Earlier models used to measure customer value do not take into account the types and level of risk posed by customers, such as probability of churn, regularity of purchases, etc. The authors put forth a new and innovative approach to measuring customer value while, at the same time, adjusting for customer riskiness. Design/methodology/approach – Using a non-parametric approach used in the operations research area, the authors create a risk-adjusted regency, frequency, monetary value (RARFM) score for each customer. These scores are used to segment the customers into two groups – customers with high and low RARFM scores. The authors then identify the underlying demographics and behavioral characteristics that separate the two groups. Findings – Findings of this paper indicate that customers who perform the best on the RARFM metric tend to be more experienced, and are more likely to exhibit behavioral tendencies that help them perform well in their jobs, such as purchasing promotional goods that act as sales aid and enhance their performance. Originality/value – The paper is innovative in its approach in terms of creating a new metric for calculating customer value. Few papers have proposed ways to handle and adjust for customer riskiness. Here, the authors propose three kinds of customer risk. Current paper provides a twist to traditional RFM analysis by creating a RARFM score for each customer, and provides a scientific way of assigning weights to RFM.

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