Investigating the elements of a customer industry-focused sales strategy in professional services business - elaborating the strategy framework in the oil, gas, and petrochemicals industry

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dc.contributor Aalto University en
dc.contributor Aalto-yliopisto fi Heikkilä, Anu 2011-11-14T11:24:15Z 2011-11-14T11:24:15Z 2011
dc.description.abstract OBJECTIVES OF THE STUDY The motivation for this study came from the lack of research combining service, sales, and customer segmentation literature regardless of their wide recognition in the academia. Therefore, the purpose of this study is to investigate the elements of a service sales strategy in the context of professional industrial services. Moreover, the aim is to investigate the service characteristics and their implications on sales strategy formulation. In addition, the objective is to gain a holistic view on the sales and sales strategy literature. Lastly, the aim is to elaborate the sales strategy framework in the Oil,Gas, and Petrochemicals industry in the context of professional industrial services. METHODOLOGY The research method of this thesis was a descriptive single Case Study approach. The empirical data for the research was collected by conducting five semi-structured themed interviews with key experts in a Case Company and one with a prospect client in the Oil, Gas, and Petrochemicals industry. A theoretical framework of strategic sales organization was adopted to structure the findings from the interviews and discussions. Case Company internal documents and intranet were used as secondary data to support the conducted interviews. FINDINGS The key findings from the study show that the elements of a sales strategy in professional services business can be divided into six main dimensions: involvement,intelligence, integration, internal marketing, infrastructure, and implications of services. The main findings regarding the creation of service sales strategies emphasize the importance of company internal information regarding capabilities, resources, and expertise as well as understanding of customer industry structure and value chain (intelligence dimension). In addition, the centrality of long-term customer relationships, trust, relevant customer references, and careful management of the selling process were found crucial in alleviating the impact of process nature of services where the “product” is not observable prior to purchase (implications of services dimension). en
dc.format.extent 126
dc.language.iso en en
dc.title Investigating the elements of a customer industry-focused sales strategy in professional services business - elaborating the strategy framework in the oil, gas, and petrochemicals industry en
dc.type G2 Pro gradu, diplomityö fi Kauppakorkeakoulu fi School of Economics en
dc.contributor.department Department of Management and International Business en
dc.contributor.department Johtamisen ja kansainvälisen liiketoiminnan laitos fi
dc.subject.keyword services
dc.subject.keyword intangibility
dc.subject.keyword inseparability of the production and consumption heterogeneity
dc.subject.keyword perishability
dc.subject.keyword sales organization
dc.subject.keyword sales strategy
dc.subject.keyword relationship-selling
dc.subject.keyword relationship marketing
dc.subject.keyword customer-orientation
dc.subject.keyword Global Account Management (GAM)
dc.subject.keyword Key Account Management (KAM)
dc.subject.keyword oil
dc.subject.keyword gas
dc.subject.keyword and petrochemicals industry
dc.identifier.urn URN:NBN:fi:aalto-201111181696
dc.type.dcmitype text en
dc.programme.major International Business en
dc.programme.major Kansainvälinen liiketoiminta fi
dc.type.ontasot Master's thesis en
dc.type.ontasot Pro gradu tutkielma fi
dc.subject.helecon kansainväliset yhtiöt
dc.subject.helecon international companies
dc.subject.helecon palvelut
dc.subject.helecon service
dc.subject.helecon tuotanto
dc.subject.helecon production
dc.subject.helecon kulutus
dc.subject.helecon consumption
dc.subject.helecon myynti
dc.subject.helecon sales
dc.subject.helecon markkinointi
dc.subject.helecon marketing
dc.subject.helecon kansainvälinen
dc.subject.helecon international
dc.subject.helecon asiakashallinta
dc.subject.helecon customer relationship management
dc.subject.helecon energiatalous
dc.subject.helecon energy economy
dc.ethesisid 12652 2011-09-20
dc.location P1 I

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