Towards a contextual understanding of B2B salespeople's selling competencies – An exploratory study among purchasing decision-makers of internationally-oriented technology firms

ABSTRACT Towards a contextual understanding of B2B salespeople’s selling competencies − an exploratory study among purchasing decision-makers of internationally-oriented technology firms The characteristics of modern selling can be classified as follows: customer retention and loyalty targets, database and knowledge management, customer relationship management, marketing activities, problem solving and system selling, and satisfying needs and creating value. For salespeople to be successful in this environment, they need a wide range of competencies. Salespeople’s selling skills are well documented in seller side literature through quantitative methods, but the knowledge, skills and competencies from the buyer’s perspective are under-researched. The existing research on selling competencies should be broadened and updated through a qualitative research perspective due to the dynamic nature and the contextual dependence of selling competencies. The purpose of the study is to increase understanding of the professional salesperson’s selling competencies from the industrial purchasing decision- makers’ viewpoint within the relationship selling context. In this study, competencies are defined as sales-related knowledge and skills. The scope of the study includes goods, materials and services managed by a company’s purchasing function and used by an organization on a daily basis. The abductive approach and ‘systematic combining’ have been applied as a research strategy. In this research, data were generated through semi- structured, person-to-person interviews and open-ended questions. The study was conducted among purchasing decision-makers in the technology industry in Finland. The branches consisted of the electronics and electro-technical industries and the mechanical engineering and metals industries. A total of 30 companies and one purchasing decision-maker from each company were purposively chosen for the sampling. The sample covers different company sizes based on their revenues, their differing structures – varying from public to family companies –that represent domestic and international ownerships. Before analyzing the data, they were organized by the purchasing orientations of the buyers: the buying, procurement or supply management orientation. Thematic analysis was chosen as the analysis method. After analyzing the data, the results were contrasted with the theory. There was a continuous interaction between the empirical data and the theory. Based on the findings, a total of 19 major knowledge and skills were identified from the buyers’ perspective. The specific knowledge and skills from the viewpoint of customers’ prevalent purchasing orientations were divided into two categories, generic and contextual. The generic knowledge and skills apply to all purchasing orientations, and the contextual knowledge and skills depend on customers’ prevalent purchasing orientations. Generic knowledge and skills relate to price setting, negotiation, communication and interaction skills, while contextual ones relate to knowledge brokering, ability to present solutions and relationship skills. Buying-oriented buyers value salespeople who are ‘action oriented experts, however at a bit of an arm’s length’, procurement buyers value salespeople who are ‘experts deeply dedicated to the customer and fostering the relationship’ and supply management buyers value salespeople who are ‘corporate-oriented experts’. In addition, the buyer’s perceptions on knowledge and selling skills differ from the seller’s ones. The buyer side emphasizes managing the subject matter, consisting of the expertise, understanding the customers’ business and needs, creating a customized solution and creating value, reliability and an ability to build long-term relationships, while the seller side emphasizes communica- tion, interaction and salesmanship skills. The study integrates the selling skills of the current three-component model− technical knowledge, salesmanship skills, interpersonal skills− and relationship skills and purchasing orientations, into a selling competency model. The findings deepen and update the content of these knowledges and skills in the B2B setting and create new insights into them from the buyer’s perspective, and thus the study increases contextual understanding of selling competencies. It generates new knowledge of the salesperson’s competencies for the relationship selling and personal selling and sales management literature. It also adds knowledge of the buying orientations to the buying behavior literature. The findings challenge sales management to perceive salespeople’s selling skills both from a contingency and competence perspective. The study has several managerial implications: it increases understanding of what the critical selling knowledge and skills from the buyer’s point of view are, understanding of how salespeople effectively implement the relationship marketing concept, sales management’s knowledge of how to manage the sales process more effectively and efficiently, and the knowledge of how sales management should develop a salesperson’s selling competencies when managing and developing the sales force. Keywords: selling competencies, knowledge, selling skills, relationship skills, purchasing orientations, B2B selling, abductive approach, technology firms

B2B-yritysten maineenhallinnan käytänteet sosiaalisessa mediassa

Tässä tutkimuksessa tutkittiin neljän suomalaisen pörssilistatun kansainvälisesti toimivan B2B-yrityksen maineenhallintaa sosiaalisessa mediassa. Tutkimuksen tavoitteena oli selvittää miksi, mistä lähtökohdista ja miten suomalaiset B2B-yritykset hallitsevat mainettaan sosiaalisessa mediassa. Yritysten maineenhallinta rajattiin koskemaan yrityksen ulkoisen viestinnän keinoja, joilla yritykset pyrkivät vaikuttamaan maineeseensa. Tutkimus toteutettiin kvalitatiivisena, vertailevana tapaustutkimuksena. Tutkimuksen empiirinen aineisto kerättiin puolistrukturoiduilla teemahaastatteluilla tapausyritysten viestinnän johto- ja asiantuntijatehtävissä työskenteleviltä henkilöiltä. Tutkimus osoitti, että hyvä maine on yrityksille tärkeää aineetonta pääomaa ja sitä voi ja tulee johtaa sekä hallita sosiaalisessa mediassa. B2B-yritykset hallitsevat mainettaan sosiaalisessa mediassa monitoroimalla sosiaalisen media keskusteluja tavoitteenaan suojella yritystä mainekriiseiltä ja tuottamalla tavoitemainekuvansa mukaista sisältöä rakentaakseen itsestään kuvaa vastuullisena ja innovatiivisena yrityksenä sekä hyvänä kumppanina. B2B-yritysten maineenhallinnan käytänteiksi tutkimuksessa tunnistettiin sosiaalisen median monitorointi, keskusteleminen ja sisällöntuotanto, mittaaminen, kriisinhallinta sekä yhteistyönhallinta.

The relationship between b2b branding and industrial buying in the digital era: evidence from Finnish gas industry

The aim of this study is to understand the importance of b2b brands in different phases of the industrial buying process in the digital era. The research problem is approached by examining a b2b supplier brand in the context of gas supplier selection. The data was collected by interviewing individuals from ten different companies. The findings contribute to previous theory by showing that as industrial buying behaviour is eventually individual behaviour, brands can influence decision making. The relevance of a brand depends on individual’s personality and preferences. Digital media cannot be ignored in managing brand image as buyers are present in the online environment. The results reveal that traditional personal selling is, nevertheless, in a key role in brand image building and is a source of added value. The salesperson influences buyers’ perceived associations of a brand and gives the brand a face.

Markkinointisuunnitelma B2B-konsulttiyritykselle

Kandidaatintyössä luodaan markkinointisuunnitelma Asset Vision Oy:lle. Työssä vastataan tutkimuskysymykseen sekä kahteen alakysymykseen: miten B2B-yritys voi lähestyä potentiaalisia asiakkaitaan, keitä ovat Asset Visionin potentiaaliset asiakkaat ja mitä keinoja yrityksellä on niiden saavuttamiseksi. Työ on rajattu Asset Visionin markkinointisuunnitelman luomiseen sekä sen soveltuvuuden tarkasteluun yritysten välisillä markkinoilla toimivan konsulttiyrityksen markkinoinnissa. Työn teoriaosiossa tarkastellaan kirjallisuuden avulla erilaisia markkinointisuunnitelman luomisessa tarvittavia teoriaviitekehyksiä markkinointialan kirjallisuutta sekä tieteellisiä artikkeleita hyödyntäen. Empiriaosiossa luodaan markkinointisuunnitelma Asset Vision Oy:lle. Asset Visionin tulee viestiä markkinoinnissaan lisäarvon luontia painottamalla markkinoinnissaan kilpailuetujaan laatua ja asiantuntijuutta. Yrityksen on oltava itse aloitteellinen ottamalla yhteyttä potentiaalisiin asiakkaisiin ja markkinoimalla myymiään palveluita. Suunnitelma soveltuu pienin täydennyksin käytettäväksi Asset Visionin markkinoinnissa. Lisäksi sitä voidaan käyttää lähtökohtana luotaessa markkinointisuunnitelmaa yritysten välisillä markkinoilla toimivalle konsulttiyritykselle. Tällaisen yrityksen on viestittävä markkinoinnissaan lisäarvon tuottamista asiakkaalle kilpailuetujen avulla.

Managing the change of organizational culture in cross-border mergers and acquisitions: The role of post-acquisition integration in organizational culture change

Over the years, cross-border mergers and acquisitions have become a popular strategic option for variety of firms. Companies often seek rapid growth through acquiring potentially valuable enterprises or attempting to enhance their organization’s profitability by merging with other firms. However, managing the change of organizational culture is a major managerial challenge as companies often confront difficulties when merging two previously autonomous organizational cultures into one, joint organizational culture. Therefore, the purpose of this study is to increase understanding related to the challenges and possibilities concerning the management of organizational culture change in cross-border mergers and acquisitions. The research question “How to manage the change of organizational culture in cross-border mergers and acquisitions?” is analysed in relation to the theories presented in this thesis regarding organizational culture, organizational change and acculturation as well as in relation with the collected empirical data. The research question is divided into three sub-questions according to the following: (1) “What is the role of organizational culture in organizations?”, (2) “How to manage organizational change in mergers and acquisitions?” and (3) “How to manage organizational culture change through acculturation?”. The thesis is conducted as a qualitative case study research including three personal interviews and one group interview. The interviews were conducted as a combination of semi-structured and unstructured interviews. Theories related to organizational culture, the management of change as well as acculturation are studied and further analysed in relation to empirical material collected by the researcher. Research findings indicate that that several factors can influence the success of managing the organizational culture change in cross-border mergers and acquisitions. Factors such as defining the preferred acculturation model prior the merger; managing the resistance of change; open communication; acknowledgement of local culture and cultural differences; involvement of personnel in change processes; as well as the formulation and implementation of comprehensive change plans proved to be important factors with relation to successful management of organizational culture change

Integration of Logistics Systems across Companies’ Borders

The growth of the companies working in the Logistics area has raised the need for using several Logistics systems that can meet the increased requirements in business processes. Different companies may use one or more Logistics systems internally and may use different Logistics systems that other collaborated companies use. Furthermore, these Logistics systems are required to communicate with each other in order to process and manage the flow of the information. Integrating the Logistics systems is beneficial as it allows interaction between the whole systems and services instead of the need to replace them. In addition, it improves the efficiency, lowers the possible errors in the supply chain, reduces the costs and facilitates the access of suppliers and customers to the information. This in turn leads to better relationships with both suppliers and customers. Usually local integration of several Logistics systems is not very difficult, especially that mostly the companies buy their system from a single source. However, the case is different for integrating several logistics systems across the companies’ borders. In this case, there are many factors play major roles in limiting the integration, such as using different systems and different output. This thesis highlights these factors and challenges, demonstrates some solutions for the logistics inter-organizational integration from the perspective of information systems and presents some approaches for integrating these systems. There are many studies about the integration inside a company but fewer studies focused about the technical side and the information systems integration across company’s borders or what is called inter-organizational integration. This study is a literature review that aims at illustrating the challenges, the requirements and some approaches in inter-organizational logistics information systems integration of logistics systems across the companies’ borders.

How to reach more potential global b2b customers to Finnish high tech company websites

This thesis examines the optimization of a website in terms of creating website visibility and interesting and attractive online information, with the aim of finding ways how the case company can increase the number of online visitors for the websites, who would even-tually contact the case company, and become customers. The theoretical part concentrates on website visibility, academic knowledge about search engine optimization, integrated marketing communications, website effectiveness and influence tactics (mostly non-coercive) in an online b2b buying context. The empirical part included an experiment of two weeks on the case website. Search engine optimization requires the most relevant key terms and keywords to be selected and carefully implemented to meta descriptions of the most informational pages. The information visible to visitors on these pages was also opti-mized to make it interesting and purposeful for the targeted audience. The most suitable influence tactics were implemented to certain pages to attract the website visitors to con-tact the case company. The results suggest that relevant key terms in meta descriptions do improve, or maintain the same high, ranking a page has on search engine result pages, but this is not directly connected to the amount of visitors to the website. The number of visi-tors does not either affect the amount of customer contacts the company received during the experiment period.

Markkinointiautomaation hyödyntäminen arvon luonnissa B2B-asiakkaalle

Internetin yleistymisen myötä asiakkaat ovat pystyneet vertailemaan tuotteita ja jakamaan kokemuksia monipuolisemmin ja helpommin useamman ihmisen kanssa, mikä on johtanut asiakaskilpailukentän kiristymiseen. Tämän vuoksi suhdemarkkinointi on kasvattanut merkitystään erityisesti B2B-liiketoiminnassa, sillä sen on todettu olevan yksi parhaista keinoista pitää asiakkaat itsellään. Suhdemarkkinoinnissa viimekätinen lopputulema ei ole pelkkä palvelu vaan asiakaskokemus ja arvon kokeminen. Samaan aikaan useat itsenäiset ostajat vaativat yrityksen kanssa relevanttia, persoonallista keskustelua, joka tukee heidän omaa hetkeään ostoprosessissa. Jos yritykset eivät tätä tarjoa, asiakkaat luultavasti lopettavat viestinnän vastaanottamisen. Yritysten ongelmaksi syntyy miten usealle asiakkaalle pystytään pitämään yllä samanaikaisesti relevanttia keskustelua, joka johtaisi arvon luomiseen. Tutkielman tarkoitus on tarkastella markkinointiautomaatiota ja sen roolia ja käyttökelpoisuutta B2B-asiakasarvonluonnissa Tutkimus on rakennettu käyttäen teoreettisena taustana/viitekehyksenä CRM- ja asiakasarvokäsitteellistyksiä sekä markkinointiautomaation osalta markkinoinnin muutosta, asiakastiedonhallintaa ja markkinointiautomaatiota yleisemmin, joiden avulla rakennetaan myös markkinointiautomaation strategista näkökulmaa. Markkinointiautomaation taktisempi näkökulma käsitellään syvällisemmin tutkimuksen empiirisessä osiossa. Tutkimus toteutettiin kvalitatiivisena tapaustutkimuksena. Tutkimus rakentuu käsittelemällä markkinointiautomaation eri osa-alueita hyödyntämällä markkinointiautomaatiojärjestelmää, jonka toimintoja kuvaamalla yksityiskohtaisesti syntyi aineisto. Aineisto on rakennettu myös selventämään lukijalle markkinointiautomaation toimintoja, sillä sitä ei ole vielä laajasti tieteellisesti tutkittu. Tapaustutkimus kirjoitetaan auki aloittamalla aineiston esittelyllä, josta seuraa analyysi mitä, miten ja miksi arvon osa-alueita tietyissä markkinointiautomaation osa-alueessa toteutuu. Markkinointiautomaatio tarjoaa mahdollisuuksia arvon luontiin ja arvon yhteisluontiin asiakkaan kanssa monipuolisesti sen eri osissa ja niiden yhteistoiminnalla. Markkinointiautomaation vahvuus arvon luojana on asiakkaista oppiminen, markkinoinnin räätälöinti eri asiakkaille samanaikaisesti ja asiakassuhteen kehittäminen. Markkinointiautomaatiolla pystytään luomaan arvoa lyhyellä aikavälillä, mutta pidemmällä aikavälillä tarvitaan myös muiden liiketoimintaosa-alueiden panostusta, ts. markkinointiautomaatio ei yksinään riitä. Markkinointiautomaatio oikein toteutettuna tarjoaa parempia mahdollisuuksia tuotekehittelylle ja palveluiden parantamiselle sekä auttaa luomaan ostoon valmiita asiakkaita ja laskemaan markkinoinnin kustannuksia.

Academics as parents--parents as academics : a study of the integration of intellectual and child-care labours /

Discussions concerning the challenges of combining work and family are certainly not new, and still actively continue. There is, however, a silence in the related literature regarding a comprehensive description of integrating specifically university academic ~. work and family responsibilities. This silence is especially evident for men who are parents as well as academics. With the participation of 4 key informants, this qualitative research study gave voice to men and women who participate in the academic labour of a Canadian university as professors, and as graduate students, along with the parenting labour of at least 1 child under the age of7. Methodology was developed to reveal in-depth perspectives regarding the work practices employed by 4 key informants as they combined intellectual and child-care responsibilities. Multiple data collection methods included journal reflections, day time observation sessions, a focus group, and a final evaluation questionnaire. Using research findings, together with information extrapolated from Three Models of the Family (Eichler, 1997), this study also took steps toward developing a Proposed "Three Models of the University," to offer explanation for the work practices of the key informants as academics/parents, and also for future consideration in university policy formation.

Partnership for arts integration : exploring the experiences of teachers and artists working with integrated arts programs

This research acknowledges the difficulties experienced by teachers presenting integrated arts curricula. Instructional support is offered by arts organizations that provide arts partnerships with local schools boards. The study focuses on the experiences of 8 teachers from a Catholic school board in southern Ontario who participated in integrated arts programs offered by The Royal Conservatory of Music's Learning Through the Arts™ (LTTATM) program and a local art gallery's Art Based Integrated Learning (ABIL) program and examines their responses to the programs and their perception of personal and professional development through this association. Additionally, questions were posed to the . "aftisfs"from-tneSe]Jfograrrrs;-and"they liiscus·sed·how"participating in-collaboration with teachers in the development of in-school programs enabled them to experience personal and professional development as well. Seven themes emerged from the data. These themes included: teachers' feelings of a lack of preparedness to teach the arts; the value of the arts and arts partnerships in schools; the role of the artists in the education of teachers; professional development for both teachers and artists; the development of collegiality; perceptions of student engagement; and the benefits and obstacles of integrating the arts into the curriculum. This document highlights the benefits to both teachers and artists of arts partnerships between schools and outside arts organizations.

Development of techniques for testing the effect of the E1 region on adenovirus integration /

Adenoviral vectors are currently the most widely used gene therapeutic vectors, but their inability to integrate into host chromosomal DNA shortened their transgene expression and limited their use in clinical trials. In this project, we initially planned to develop a technique to test the effect of the early region 1 (E1) on adenovirus integration by comparing the integration efficiencies between an E1-deleted adenoviral vector (SubE1) and an Elcontaining vector (SubE3). However, we did not harvest any SubE3 virus, even if we repeated the transfection and successfully rescued the SubE1 virus (2/4 transfections generated viruses) and positive control virus (6/6). The failure of rescuing SubE3 could be caused by the instability of the genomic plasmid pFG173, as it had frequent intemal deletions when we were purifying It. Therefore, we developed techniques to test the effect of E1 on homologous recombination (HR) since literature suggested that adenovirus integration is initiated by HR. We attempted to silence the E1 in 293 cells by transfecting E1A/B-specific small interfering RNA (siRNA). However, no silenced phenotype was observed, even if we varied the concentrations of E1A/B siRNA (from 30 nM to 270 nM) and checked the silencing effects at different time points (48, 72, 96 h). One possible explanation would be that the E1A/B siRNA sequences are not potent enough to Induce the silenced phenotype. For evaluating HR efficiencies, an HR assay system based on bacterial transfonmatJon was designed. We constmcted two plasmids ( designated as pUC19-dl1 and pUC19-dl2) containing different defective lacZa cassettes (forming white colonies after transformation) that can generate a functional lacZa cassette (forming blue colonies) through HR after transfecting into 293 cells. The HR efficiencies would be expressed as the percentages of the blue colonies among all the colonies. Unfortunately, after transfonnation of plasmid isolated from 293 cells, no colony was found, even at a transformation efficiency of 1.8x10^ colonies/pg pUC19, suggesting the sensitivity of this system was low. To enhance the sensitivity, PCR was used. We designed a set of primers that can only amplify the recombinant plasmid fomied through HR. Therefore, the HR efficiencies among different treatments can be evaluated by the amplification results, and this system could be used to test the effect of E1 region on adenovirus integration. In addition, to our knowledge there was no previous studies using PCR/ Realtime PCR to evaluate HR efficiency, so this system also provides a PCR-based method to carry out the HR assays.

Measuring curriculum integration in the junior grades: the design of an instrument

This study \Alas initiated in response to the Junior Division Review (1985) publ ished by the Ministry of Education for the Province of Ontario. Curriculum integration is an element used within the educational paradigm designed by the Ontario Ministry of Education. It is a term frequent1y verbal ized b>' educators in this province, but because of 1 imi ted resource support regarding this methodology, it was open to broad interpretation resulting in an extreme v ar i at i on i nit simp 1 eme n tat i on • I n de ed, the Min i s try intimated that it was not occurring to any significant degree across the province. The objective of this thes is was· to define integration in the junior classroom and de-:.ign a meas.ur·ement in-:.tr-ument which would in turn high 1 i gh t indicators of curriculum integration. The :.tudy made a prel iminary, field-based survey of educa tiona 1 professionals in order to generate a relevant description of integrated curr-iculum programm i ng as def i ned in the j un i or classroom. The description was a compilation of views expressed by a random selection of teachers, consultants, supervisory officers and principals. The survey revea 1 ed a much more comprehens i ve vi et·<,l of the attributes of integrated programming than tradition would dictate and resulted in a functional definition tha t was broader than past prac t ices. Based on the information generated by this survey, an instrument ou t 1 in i ng program cr iter i a of was devised. an integrated junior cla~·sroom Th i s measuremen t i nstrumen t , designed for all levels of educators, was named uThe Han~.son I nstrumen t for the Measuremen t of Program Integrat ion in the Jun i or Cl assroom". It refl ected five categories intrinsic to the me thodol ogy of integration: Teacher Behaviour, Student Behaviour, Classroom Layout, Cl as~·r oom Environment and Progr amm i ng. Each category and the items therein were successfully tested in val idi ty and rel iabi 1 i ty checKs. Interestingly, the individual class was found to be the major variable programming in in the measuremen t the j un i or d i vis i on • of The integrated instrument demonstrated potential not onl)' a~· an initial measure of the degree of integrated curriculum, but as a guide to strategies to implement such a methodology.

School integration and the friendships of youth with developmental disabilities

- The present study was an investigation into the effect ofschool integration on the friendships ofyouth with developmental disabilities and their peers without disabilities. The youths, their parents, and their teachers provided insights into the youths' friendships. A qualitative paradigm was used in this research. The researcher guided the collection and analysis ofthe data with the phenomenologicallifeworld existentials of body, space, time, and human relation (Van Manen, 1990). Individual interviews were conducted with each youth, and group interviews were conducted with each triad (a youth, their parent(s), and their teacher) to discuss the youth's friendships and the supports necessary to facilitate the friendships. Through phenomenological analysis of the data, four thematic statements emerged: friendships are far from perfect, to have a friend you have to be a friend, parents as choreographers offriendship, and teachers as reluctant partners in friendship facilitation. Based on the results ofthis study, it was concluded that the development of friendships between youth with developmental disabilities and their peers without disabilities was happening in integrated school settings. However, it was also evident that the support ofteachers and parents alike were required to facilitate the development and maintenance ofsuch friendships. Recommendations for practice are discussed, including the need for active participation by the youth's parents in the facilitation offriendships, and the use ofa "circle offriends" to facilitate friendship development. Also discussed are the recommendations for further research, including the need for the youth's friends to be interviewed regarding their friendships with the youth with disabilities, and the need for researcher observation ofth~ friendships in action. Further research could also explore the role ofthe mother versus the father in facilitating friendships, and the role of recreation and leisure opportunities in the ,development offriendships.

The problem of national integration in plural societies : a case study of Pakistan, 1947-71 /|nMuhammed A. Quddus. -- 260 St. Catharines [Ont. : s. n.],

Pakistan had a plural society per excellence. Its people were divided geographically between two separate regions, spoke different languages, had different cultures and economic structures. Like other plural societies elsewhere, Pakistan also faced the problem of national integration. Cleavages along the lines of traditional attachments are fundamental to any plural society, as they were in Pakistan. But their political manifestation could have been kept within managable limits if the Central Government, overwhelmingly composed of the West Pakistanis, was seriously committed to the task. All that Pakistan needed to maintain her integrated existence was deliberate, calculated and conscious efforts on the part of the Central Government to give the Bengalis, the majority linguistic and geographic group in the country, a partnership in the state of Pakistan, an effective power in the decision-making process of the country, a reasonable share from the economic resources of the country, and to show respect to their hopes and aspirations. In addition, Pakistan needed a national platform to bring her divergent linguistic and geographic groups toge~her for some common, national purpos~s. Political parties were the only institutions which could have served this purpose. Pakistan miserably failed to sustain national political parties and failed to satisfy Bengalis' demands. This failure eventually resulted in the falling apart of the political system of Pakistan in 1971.