Chapters authored
Empowerment of the Sales Forces in 2000s
This chapter discusses the importance of customer value orientation to achieve good results from the sales team. The text analyzes how the management of several variables in human resources is fundamental towards good performance of the sales force. Their behavior and attitude is essential in helping companies develop long-term profitable relationships with customers. Hence, by assessing employee perceptions on incentive policies, and the training they have received, positive impacts on job satisfaction and customer orientation can be found. The career stage of the sales force has a relevant effect on management decisions as the life cycle influences the expectations of the sales force, the type of training, the incentive policies, and the level of commitment to the organization. In order to achieve good performance, it is essential to consider the dynamic and changing context where the omnichannel variable has a high presence in the reality of the sales area. For this reason, this chapter presents a model that can contribute to the empowerment of the sales force.
Part of the book: Modern Perspectives in Business Applications
Organizational Capabilities, Value Cocreation, and Marketing Innovation: How Well Are We Prepared to Face Future Challenges?
The purpose of this chapter is to discuss the importance of management and strategic development, as well as network management and market orientation, in the results of innovation in marketing and collaboration of companies. In addition, the authors analyze how collaboration with other agents of interest is fundamental for the change of projects to have strategic impact, that is, for there to be a relationship between the development efforts of the area and the results of the business. Hence, the relevance of business models and the existence of dynamic capabilities to create value to the organization, the client, and society are analyzed. Coupled with the authors’ empirical examination of the degree of collaboration that Chilean industrial companies have achieved, the main contributions of this chapter are (1) an explanatory study that provides a systematic analysis of literature regarding innovation organizational capabilities; (2) identification of three aspects of structure of a company’s network, market orientation, and strategic development, which are relevant to consider when establishing superior performance; and (3) generation of empirical evidence through a study applied to companies of the business-to-business sector in Chile using a self-administered survey method and presentation of results at the variable level.
Part of the book: Modern Perspectives in Business Applications