Strategic Sales – Customer Portfolio Management
Murphy, John (2010) Strategic Sales – Customer Portfolio Management. [Dissertation (University of Nottingham only)] (Unpublished)
This study investigates a proposition posed in the group project. While the group project demonstrated the importance of examining the approach to sales, this proposition looks at a specific segment of sales, customer portfolio management. There exists a theory put forward by Piercy and Lane in 2009 which looks at the array of customers that an organisation is about to target and states that attention should be given to the level of investment given to each one. On one end of the scale, some suppliers try to become strategically entrenched with a large buyer as they feel that the permanent nature of this relationship will lead to long term profits through developing the ability to sell large volumes, develop the relationship towards gaining a strong understanding of the particular value perceived by the customer and to protect the account by having the buyer rely on the infrastructure created between the two firms.
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