Show and Tell: How David Health Solutions utilizes customer reference cases in sales operations
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School of Business |
Master's thesis
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Date
2020
Department
Major/Subject
Mcode
Degree programme
Strategy
Language
en
Pages
71
Series
Abstract
This thesis describes the phenomenon of customer reference utilization at David Health Solutions, the case company chosen for this research. The objective of this descriptive research is to understand how the case company’s sales organization utilizes customer reference cases in sales operations. The literature review focuses on defining customer reference cases and how cases are utilized as described in the Simplified reference model (Salminen & Möller, 2006). Prior research sources are also used to investigate the purposes, objectives, and factors that affect reference case utilization. The literature is included in the discussion pertaining to the empirical findings of this thesis. The research was carried out using a qualitative approach. The research follows an embedded single-case study method, focusing on the sales organization of the chosen case company. The case company in question is David Health Solutions, a Finnish firm that manufactures and sells musculoskeletal rehabilitation technology to customers around the world. Semi-structured interviews were conducted with the case company’s internal management as well as its first-tier distribution partners from seven international markets. The findings highlight key themes in reference case utilization during sales operations of David Health Solutions and its distribution network. These themes include customer reference cases, customer reference visits, sales material, sales meetings, and further development of sales processes. The discussion goes on to relate the findings of the empirical research to the literature, with emphasis placed on the relation to the Simplified reference model. The topics of the discussion include how reference case utilization applies to the defined context of the study, what customer references are shared and with whom, and how these reference cases are communicated. This provides insight into how the case company utilizes and communicates customer reference cases. The discussion also highlights managerial implications for the case company to consider.Description
Thesis advisor
Mattila, JukkaKeywords
customer reference cases, customer stories, sales operations, sales strategy