Verfügbarkeit: The business marketing course | Technische Universität München

The business marketing course: managing in complex networks

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Bibliographische Detailangaben
Beteiligte Personen:	Ford, David 1944- (VerfasserIn), Gadde, Lars-Erik 1945- (VerfasserIn), Håkansson, Håkan 1947- (VerfasserIn), Snehota, Ivan (VerfasserIn)
Format:	Buch
Sprache:	Englisch
Veröffentlicht:	Chichester John Wiley & Sons, Ltd [2006]
Ausgabe:	Second edition
Schlagwörter:	Business networks > Management Marketing Marketing > Management Wirtschaft Marketingstrategie Komplexes System Kundenmanagement Business-to-Business-Marketing Management Netzwerkmanagement
Links:	http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=018948209&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
Umfang:	xvi, 271 Seiten
ISBN:	9780470034507 0470034505

Internformat

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Datensatz im Suchindex

_version_	1819333623178854400
adam_text	Contents Notes on the Authors ........................................... xiii Preface to the Second Edition .................................... xv Chapter 1 The Idea of Business Networks ................................. 1 Introduction ............................................... 1 A network approach to business marketing ....................... 2 Some of the things that go wrong in business marketing ........... 2 Understanding business networks .............................. 3 The scale of business networks .............................. 3 The complexity of business networks .......................... 4 A smali numbers game ...................................... 8 Dynamic networks .......................................... 10 Dynamics of companies .................................... 10 The dynamics of relationships ............................... 11 Dynamics of networks ..................................... 13 Conclusions ............................................... 13 Further reading ............................................ 14 Assignment for chapter 1: the Wailace company ................... 14 Questions ............................................... 15 Chapter 2 Analysing Business Networks .................................. 1? Aims of this chapter ....................................------ 17 introduction ............................................... 17 Araoge of networks ......................................... 18 Supplier networks ........................... ·............. 18 Distribution networks ...................................... 20 Product development network ............................... 22 Analysing a single relationship in a network ..........-----. — ... 2? Activity finks ............................................. 2? Resource ties .............,.............................. 29 - [ viii ]-----------------------------------------------------—-------------------------------- ~г Contents Actor bonds.............................................. 30 Characterizing relationships ................................. 31 Analysing connected relationships ............................. 32 Activity pattern ........................................... 32 Resource constellation ..................................... 34 Web of actors ............................................ 35 Patterns in a network ........................................ 36 Positions in a network ....................................... 37 Conclusions ............................................... 38 Further reading ............................................ 39 Assignment for chapter 2..................................... 39 Chapter 3 Customers and Suppliers: interaction in the Network .............. 41 Aims of this chapter ......................................... 41 introduction ............................................... 41 Similarities and differences between business and consumer purchases ................................... 42 Interacting in relationships .................................... 45 Are dose relationships always a good idea? .................... 48 What and why do companies buy? ............................. 49 Problems ................................................. 49 Products and services ..................................... 53 Offerings ................................................ 54 Solutions ................................................ 56 Customer uncertainties ...................................... 57 What customer uncertainties mean for marketing management ........................................... 59 Suppler abilities ............................................ 59 Strategic choice in abilities .................................. 60 Problems and uncertainties for the supplier ...................... 63 What its own uncertainties mean for suppliers ................... 64 Interchangeable abilities .................................... 65 Conclusions ............................................... 66 Further reading ............................................ 67 Assignmentfor chapter 3..................................... 67 Chapter 4 Technology, Business Networfes and Business Marketing ........... 71 Aims of this chapter .....................___.,___.......... 71 Introduction ............................................... 71 The idea of technology ....................___............... 72 Technology and the company ................................. ?§ _---------------------------------------------------------------------------------------- [ЇХ] Contents Technology decisions for the company ......................... 77 Acquiring technology ..................................... 78 Exploiting technology ..................................... 80 Managing technology ..................................... 81 Examining the technologies of a company ...................... 82 Types of technology ...................................... 82 Basic, distinctive and external technologies .................... 85 Technology, offerings and life-cycles ......................... 88 Technology in supplier and customer .......................... 90 Involving customers in technological development ............... 90 Differences in understanding of technology between customer and supplier ........................................... 92 Technology in the network ................................... 93 Stability and change in technology ........................... 93 Adapting to the network ................................... 94 Conclusions .............................................. 96 Further reading ........................................... 97 Assignment for chapter 4.................................... 97 New technology at Wallace ................................ 97 Questions .............................................. 98 Chapter 5 Understanding Customers .................................... 99 Aims of this chapter ........................................ 99 Introduction: the importance of purchasing and suppliers ........... 99 The dimensions of supply ................................... 101 The customer s problems .................................... 102 Rationalization .......................................... 102 Development ............................................ 103 Who is involved in purchasing? ............................... 104 How companies buy ........................................ 106 Solutions from existing relationships - Buy-cycle 1 .............. 107 Searching outside existing relationships - Buy-cycie 2........... 109 Information exchange in business transactions ................... 110 Resources for purchasing ................................... 111 Uncertainties ............................................ 111 Organizational structure ................................... 112 Supplier portfolio ......................................... 114 Network position ......................................... 115 Strategic choices in purchasing ............................... 118 Determining the leve! of involvement with suppliers .............. 118 Configuration of the supply base ............................ 118 The scope of supply ...................................... 120 Conclusions ...........................,.................. 121 . [χ] -------------------------------------------------—-------------------------- Contents Further reading ........................................... 122 Case for discussion ........................................ 122 United Steel s new offering ................................. 122 Questions for discussion .................................. 123 Chapter 6 Managing Relationships with Customers ........................ 125 Aims of this chapter ........................................ 125 Introduction .............................................. 125 Analysing customers ....................................... 126 Researching customers ................................... 127 Understanding yourself ..................................... 131 Managing a single relationship ............................... 131 Task 1: Managing learning and teaching with the customer ........ 134 Task 2: Managing distance between the companies ............. 135 Task 3: Investing in the relationship between the companies ....... 136 Task 4: Making and controlling adaptations in the relationship ..... 136 Task 5: Developing and demonstrating commitment and trust between customer and supplier ........................... 138 Task 6: Managing interdependence and power in a relationship ----- 139 Task 7: Managing conflict in a relationship ..................... 140 Task 8: Managing interaction and communication ............... 141 Task 9: Auditing a business relationship ....................... 144 Managing a portfolio of customer relationships ................... 147 Categorizing the companies in a customer portfolio ............. 148 Relationships in the network ...........,..................... 151 Conclusions .............................................. 153 Further reading ...............................,........... 154 Assignment for chapter 6.................................... 155 Customer probtems and relationships at Airsiash ............... 155 Chapter Τ Designing Offerings: Developing the Promise .................... 159 Aims of this chapter .....,___.............................. 159 Introduction: the bases of suppliers offerings .................... 159 Customers problems and uncertainties ....................... 160 Supplier s problem-solving ability ___........................ 161 Customers* demand and transfer abilities ___................. 162 Developing offerings between customer and supplier .............. 163 The elements of a supplier s offerings ·-......·- ·..........-___ 164 inter-relationships between the elements of offerings ___........ 168 What offering focus should we have? ........,,...,..«......... 170 Developing the elements of offerings .......................... 173 Designing a single offering .....»............................ 176 Contents Adapting offerings ......................................... 177 Adaptations in relationships ................................ 179 Adaptations in different buy-cycles ........................... 179 Quality of offerings ......................................... 180 Specifications ........................................... 180 Conclusions .............................................. 181 Further reading ........................................... 181 Assignment for chapter 7.................................... 182 Offerings at Airsiash ...................................... 182 Chapter 8 implementing the Offering: Fulfilling the Promise ................. 183 Aims of this chapter ........................................ 183 introduction: transfer ability and implementation .................. 183 Major implementation issues for the business marketer ............ 185 Managing implementation ................................... 187 Implementation processes for products ....................... 187 Implementation processes for service ........................ 190 Implementation processes for delivery ........................ 194 Implementation in relationships ............................... 198 Coordinating implementation in the supplier ..................... 200 Coordinating with external partners ............................ 201 Implementation in and through networks ........................ 204 Conclusions .............................................. 206 Further reading ........................................... 207 Assignment for chapter 8.................................... 208 Implementation at Airsiash ................................. 208 Chapter 9 Costs, Price and Value .....,.................................. 209 Aims of this chapter ........................................ 209 introduction .............................................. 209 Pricing issues for the business marketer ___.................... 210 Costs ..___............................................. 211 Indirect costs ........................................... 211 Recovering costs in relationships ............................ 212 Direct Gosts ............................................. 213 Assessing costs .........................-----............ 213 Price and customer problems .....,.......................... 215 Price and customer uncertainties ............................. 216 Transaction uncertainty ................................... 216 Need and market uncertainty ............................... 217 High- and Iow-invoJvement relationships and pricing ............. 219 Contents Price and value ........................................... 220 Sources of relationship value ............................... 220 Price and relationships ...................................... 221 Pricing for transactions .................................... 221 Pricing in a relationship .................................... 222 Price and the relationship portfolio ........................... 224 Price and the network ..................................... 224 Costs, price and the offering ................................. 226 Variations and tradeoffs in offerings .......................... 226 Pricing and competitive offerings ............................ 228 Controlling the price of an offering ........................... 230 Pricing a new offering ..................................... 231 Re-pricing existing offerings ................................ 232 Price and the quality of an offering ........................... 232 Conclusions .............................................. 233 Further reading ........................................... 234 Assignment for chapter 9.................................... 235 Price decisions at Wallace ................................. 235 Question ............................................... 235 Chapter 10 Developing Marketing Strategy ................................ 237 Alms of this chapter ........................................ 237 A framework for strategy management ......................... 237 The concept of strategy ................................... 237 The content of strategy and strategy options ................... 238 The strategy development process ........................... 241 Strategy in business networks ................................ 243 The offering - the What of strategy ......................... 244 Customer base- the Who of strategy ....................... 247 Technical and organizational solutions - the How of strategy ..... 252 Strategy development in business networks ..................... 253 Management s role in strategy development ..................... 258 Final considerations: strategy content and process ................ 260 Further reading ........................................... 261 Assignment for chapter 10................................... 261 Marketing strategy at Airsiash .....,........................ 261 Inbex .............,......................................... 263
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institution	BVB
isbn	9780470034507 0470034505
language	English
oai_aleph_id	oai:aleph.bib-bvb.de:BVB01-018948209
oclc_num	69028300
open_access_boolean
owner	DE-473 DE-BY-UBG DE-11 DE-2070s DE-M347 DE-1028
owner_facet	DE-473 DE-BY-UBG DE-11 DE-2070s DE-M347 DE-1028
physical	xvi, 271 Seiten
publishDate	2006
publishDateSearch	2006
publishDateSort	2006
publisher	John Wiley & Sons, Ltd
record_format	marc
spellingShingle	Ford, David 1944- Gadde, Lars-Erik 1945- Håkansson, Håkan 1947- Snehota, Ivan The business marketing course managing in complex networks Business networks Management Marketing Marketing Management Wirtschaft (DE-588)4066399-1 gnd Marketingstrategie (DE-588)4120697-6 gnd Marketing (DE-588)4037589-4 gnd Komplexes System (DE-588)4114261-5 gnd Kundenmanagement (DE-588)4236865-0 gnd Business-to-Business-Marketing (DE-588)4631075-7 gnd Management (DE-588)4037278-9 gnd Netzwerkmanagement (DE-588)4245322-7 gnd
subject_GND	(DE-588)4066399-1 (DE-588)4120697-6 (DE-588)4037589-4 (DE-588)4114261-5 (DE-588)4236865-0 (DE-588)4631075-7 (DE-588)4037278-9 (DE-588)4245322-7
title	The business marketing course managing in complex networks
title_auth	The business marketing course managing in complex networks
title_exact_search	The business marketing course managing in complex networks
title_full	The business marketing course managing in complex networks David Ford, Lars-Erik Gadde, Håkan Håkansson, Ivan Snehota
title_fullStr	The business marketing course managing in complex networks David Ford, Lars-Erik Gadde, Håkan Håkansson, Ivan Snehota
title_full_unstemmed	The business marketing course managing in complex networks David Ford, Lars-Erik Gadde, Håkan Håkansson, Ivan Snehota
title_short	The business marketing course
title_sort	the business marketing course managing in complex networks
title_sub	managing in complex networks
topic	Business networks Management Marketing Marketing Management Wirtschaft (DE-588)4066399-1 gnd Marketingstrategie (DE-588)4120697-6 gnd Marketing (DE-588)4037589-4 gnd Komplexes System (DE-588)4114261-5 gnd Kundenmanagement (DE-588)4236865-0 gnd Business-to-Business-Marketing (DE-588)4631075-7 gnd Management (DE-588)4037278-9 gnd Netzwerkmanagement (DE-588)4245322-7 gnd
topic_facet	Business networks Management Marketing Marketing Management Wirtschaft Marketingstrategie Komplexes System Kundenmanagement Business-to-Business-Marketing Management Netzwerkmanagement
url	http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=018948209&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
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