Serving the Customer: The Role of Selling and Sales

Foreword
Preface
Acknowledgements
Book Contents
Contents
Editor and Contributors
Part I: Value Creation and Selling Services
Service Marketing and the Institutionalization of Cocreation
	Abstract
	1	Introduction: The Institutional Void and the Rise of Service Research
	2	Service Institutions: The Emergence of Constitutive Rules of Cocreation
		2.1	The Rise of the Service Economy
		2.2	Institutions and a Systems Perspective of Cocreation
		2.3	Social Emergence and the Configuration of Institutions
		2.4	A Taxonomy of Key Service Institutions
			2.4.1 Money and the Specialization of Cocreation
			2.4.2 Contract and Cocreation Exchange
			2.4.3 Property Rights and the Sharing of Uncertainty of Resource Use
			2.4.4 Corporation and the Pooling of Capital
			2.4.5 Summary: Constitutive Rules of Cocreation
	3	Formation of Constitutive Rules: The Case of Mobile Money in Emerging Markets
		3.1	Digital Payment Systems and Institutional Voids
		3.2	Research Design (Case Study Approach)
		3.3	Case Context: Constitutive Rules of Paga’s mobile Payment Platform
		3.4	The Formation of Constitutive Rules of Paga’s Payment System
		3.5	Interactive Technology Development
		3.6	Critical Role of the Business Partner (Sales Agent) Network in Driving Social Action for Mobile Payment
		3.7	Social Action at Paga
		3.8	Summary of Findings
	4	Discussion: Digitization, Institutional Voids and the Emergence of Service Systems
		4.1	Institutional Voids, Constitutive Rules and the Rise of Service Systems
		4.2	Constitutive Rules and Digitization
		4.3	Path-Dependency of Institutions in Digital Commerce
		4.4	Constitutive Rules and Institutional Service Approaches
		4.5	The Rise of the Service Economy as the Institutionalization of Cocreation
	5	Conclusion
	References
The Role of Value-In-Use for Selling E-Services
	Abstract
	1	Introduction
	2	Structured Overview of the Definition and Categorization of E-Services
	3	The Role of Value for (E-) Service Marketing
	4	Value-oriented Selling of E-Services
		4.1	The Role of the Sales Process for Capturing ViU of e-services
			4.1.1 Overview
			4.1.2 Characteristics of Value-oriented Selling
		4.2	The Role of the Sales Force for Capturing ViU of E-Services
			4.2.1 Macro Perspective
			4.2.2 The Role of the Salesperson for Capturing ViU of E-Services
	5	Conclusion
	References
50 Ways to Serve the Customer—A Curated List of Songs About Service
	Abstract
	1	It’s All in the Music
	2	Getting Started: “Buy” or “Rent” and “Make” or “Let-Make”
	3	A Promise Made Must Be a Promise Kept (I): How to Convince the Customer?
	4	There’s no Free Lunch: Pricing
	5	Getting in Tune: The Pre-Encounter Stage
	6	It Takes Two to Tango: Customer Participation
	7	The World that We’re Living in: Social Servicescape
	8	The Journey is the Destination: Service Processes
	9	Cross-Border Commuters: Front-Line Employees
	10	May All Your Dreams Come True: (Desired) Service Outcomes
	11	A Promise Made Must Be a Promise Kept (II): Service Failure
	12	Nobody’s Darling: Compulsory Services
	13	Imagine: Service as a Metaphor
	14	Back to Basics: The Science of Service
	15	Lessons Learned
	References
Part II: Business Negotiations and Sales in B2B
Negotiating the Sale of Knowledge-Intensive Business Service Projects
	Abstract
	1	Introduction
	2	Conceptual Background
		2.1	Knowledge-Intensive Business Service Projects
		2.2	Negotiation as a Transaction Mechanism in B2B Sales
	3	Methodology
		3.1	Sampling Procedure
		3.2	Sample Characteristics
		3.3	Interview Guide and Procedure
		3.4	Analysis and Interpretation
	4	Results
		4.1	Negotiating the Sale and Purchase of Management Consulting Projects
			4.1.1 Consultant and Jointly Driven Negotiation Processes (Cases 1 and 2a)
			4.1.2 Customer Driven Negotiation Process (Case 2b)
		4.2	Negotiating the Sale and Purchase of Legal Advice Projects
			4.2.1 Peculiarities of the Legal Advice Industry
			4.2.2 Negotiation Process in Legal Advice Sales and Purchasing Negotiations
		4.3	Negotiating the Sale and Purchase of Auditing Projects
			4.3.1 Peculiarities of the Auditing Industry
			4.3.2 Negotiation Process in Auditing Sales and Purchasing Negotiations
		4.4	Comparative Analysis
	5	Discussion
		5.1	Contribution
		5.2	Managerial Implications
		5.3	Limitations and Future Research
	References
Reflections on Frank Jacob’s Contributions to the Literature on Intercultural Business Negotiations
	Abstract
	1	Introduction
	2	Synthesis of Our Three Studies
		2.1	Topics and Their Relationships
		2.2	Hypotheses
		2.3	Data and Results
	3	Reception
		3.1	Data Basis
		3.2	The Question of “Who?”
		3.3	The Question of “Where?”
		3.4	The Question of “Why?”
	4	Outlook
	References
B2B Marketing Theory, Institutional Economics and Austrian Economics on the Business Relationship in Light of Relationality and Organizationality
	Abstract
	1	Introduction
	2	Theoretical Lenses on B2B Relationships
		2.1	Austrian Economics
			2.1.1 Foundations of World-1 Perspectives
			2.1.2 Lachmann’s World-2 Perspective
			2.1.3 The Austrian Theory of the Firm
		2.2	Institutional Economics
			2.2.1 Transaction Theories
			2.2.2 Cooperation and Coordination Problems
	3	(A)Symmetries in Provider-Customer or Business Relationships
		3.1	‘Integrativity’ as Assertion of Symmetry
		3.2	Asymmetries in Patterns in Social Reality
	4	Calculation Problem and Overview Problem
		4.1	Socialist Planning
		4.2	Subjective Interpretation and Social Order
		4.3	Value Propositions and ‘Islands of Predictability’
		4.4	Freedom and Ethics
	5	Organizations Engaged in Organized Interaction
		5.1	Austrian Ontologies
		5.2	Transaction Cost Reflections
		5.3	Organizationality and Business Relationship
	6	Conclusions
	References
Bringing Industrial Software to Market: Managerial Challenges and an Agenda for Future Research
	Abstract
	1	Introduction
	2	Conceptualizing ISS
		2.1	Theoretical Grounding of ISS
		2.2	Positioning ISS in Extant Literature
	3	Developing a Research Agenda for ISS
		3.1	Methodology
		3.2	Research Priority 1: Marketing Strategy
		3.3	Research Priority 2: Marketing Organization
		3.4	Research Priority 3: ISS Development
		3.5	Research Priority 4: Sales
		3.6	Research Priority 5: Customer Behavior
	4	Discussion
		4.1	Research Issues
		4.2	Managerial Implications
	References
Part III: Using Technology and Innovation to Increase Sales and Study Consumers
Demand Forecasting Methods and the Potential of Machine Learning in the FMCG Retail Industry
	Abstract
	1	Introduction
	2	Traditional, Modern, and Hybrid Forecasting Methods
		2.1	Traditional Forecasting Methods
			2.1.1 Qualitative Forecasting Methods
			2.1.2 Quantitative Forecasting Methods
		2.2	Modern Forecasting Methods
			2.2.1 Artificial Intelligence in Demand Forecasting
			2.2.2 Machine Learning Forecasting Methods
		2.3	Hybrid Forecasting Methods
		2.4	Evaluation of Forecasting Methods
	3	Forecasting Methods in Practice
		3.1	Forecasting Methods Used in the Retail Industry
			3.1.1 Traditional Forecasting Methods in Practice
			3.1.2 Modern Forecasting Methods in Practice
			3.1.3 Variables Used in Traditional and Modern Forecasting Methods
		3.2	Implementing Forecasting Technologies
			3.2.1 Managerial Issues
			3.2.2 People and Capabilities
			3.2.3 Technical and Data Issues
		3.3	Artificial Intelligence and Machine Learning in Retail
			3.3.1 Communication
			3.3.2 Optimisation of Pricing
			3.3.3 Rationalisation of Inventory
			3.3.4 Experiential Retail
		3.4	Gaps in the Literature and Problem Definition
	4	Methodology
		4.1	Interview Process
		4.2	Expert Selection
	5	Results
		5.1	Forecasting Methods Used in Practice (RQ1)
		5.2	Challenges and Capabilities Faced in the Forecasting Process (RQ2)
		5.3	Benefits of Machine Learning in Demand Forecasting (RQ3)
		5.4	Variables in Demand Forecasting (RQ4)
	6	Discussion
	7	Conclusions
	References
Autonomous Consumer Business
	Abstract
	1	From Analog to Autonomous Business
	2	Concept of an Autonomous Consumer Business
		2.1	Development Path to the Autonomous Business
		2.2	Definition
		2.3	Fundamental Components of an ACB
			2.3.1 ACB Component “Technological Infrastructure”
			2.3.2 ACB Component “Autonomous Consumer Analysis”
			2.3.3 ACB Component “Autonomous Consumer Cultivation”
		2.4	Manifestations of an ACB
			2.4.1 Provider-oriented Classification of an ACB: Autonomous Standard Business versus Autonomous Solution Business
			2.4.2 Demand-driven Typification of an ACB: Elective Needs versus Compulsory Needs
	3	Determinants of ACB Demand
		3.1	Expert Survey to Identify Relevant Determinants
		3.2	Results of the Expert Survey
			3.2.1 Exploration of Key Determinants of an ACB Demand
			3.2.2 Importance Analysis of ACB Determinants
			3.2.3 Extraction of Independent Determinants by Principal Component Analysis
		3.3	Set of Final Determinants of ACB Demand
	4	Critical Appraisal and Future of the ACB
	References
Inside the Heart of Neuromarketing: A Comparison of Selected Studies and Look into the Effects of Product Role on the Human Brain
	Abstract
	1	Introduction
	2	Literature Review
		2.1	Emotions: The Fuel of Our Decisions
			2.1.1 Emotions and Decision-Making
			2.1.2 The Somatic Marker Hypothesis
		2.2	Bridging Brain and Behavior: from the Black Box to Neuroeconomics
			2.2.1 Neuroscientific Techniques
				2.2.1.1 Electromagnetic Processes
				2.2.1.2 Metabolic Processes
			2.2.2 Biometric Techniques
		2.3	Neuromarketing: The Highway to Success
			2.3.1 The Origins of Neuromarketing
			2.3.2 Potential and Concerns
	3	Methodology
		3.1	Research Process and Selection Criteria
		3.2	Analysis of the Material
	4	Assessment Process
		4.1	Included Experiments
		4.2	Core Characteristics and Summary
	5	Results
	6	Discussion
	7	Conclusion and Further Research
	References
Using NPS Open-Text Responses to Uncover the Voice-Of-The-Customer
	Abstract
	1	Introduction
	2	The Net Promoter Score
		2.1	Introduction to the Net Promoter Measurement System
			2.1.1 Measuring and Calculating the NPS
			2.1.2 Interpreting and Using the NPS
		2.2	Ongoing Criticism of the NPS by Academia
			2.2.1 The NPS and Performance
		2.3	The NPS Scale and Categories
		2.4	The NPS and word-of-mouth behavior.
		2.5	A Plea for NPS Usage
			2.5.1 The Simplicity of the NPS
			2.5.2 The NPS Advances to Become a Better Metric and Predictor of Sales
			2.5.3 A Brand Health NPS Captures Negative Word-of-Mouth
	3	Extracting the Voice-of-the-Customer from NPS open-test answers
		3.1	An Introduction to Text Analysis
		3.2	Description of the Data
		3.3	Pre-processing Text Data
		3.4	Analysis of the Text Data
			3.4.1 Extracting Relevant Terms
			3.4.2 Analyzing Co-occurrences of Words
	4	Discussion and Final Remarks
	References
Part IV: Selling More or Consuming Less?
Demanded and Imparted Sales Competencies – Triangulating Insights from the Field
	Abstract
	1	Introduction
	2	Theoretical Background
		2.1	Competency and Competency Modeling
		2.2	Competencies of Sales Professionals
	3	Analysis 1: Identifying Competencies Required for Sales Professionals
		3.1	Case Company Overview
		3.2	Information Gathering and Sampling
		3.3	Competency Lexicon Development
		3.4	Behavioral Event Interview Guidelines
		3.5	Competency Lexicon for Sales Professionals in the Case Company
	4	Analysis 2: Check If the Master in International Sales Management Program at ESCP Business School is Helpful to Develop Competencies Required for Sales Professionals
		4.1	Questionnaire Development and Sample
		4.2	Results
	5	Discussion and Conclusion
	References
How an Advertising Man Became a GDP Critic
	Abstract
	1	“What You Are Doing Here Is Dangerous”
	2	From Advertising Executive to GDP Critic
		2.1	Issue I: Single-Minded Focus on GDP Growth
		2.2	Issue II: Stripping Away of Government Responsibility
		2.3	Issue III: Humanity’s Impossible Relationship with the Natural Systems
		2.4	A Perfect Storm
	3	Searching For A Path
	4	Three Attempts at Moving Forwards
		4.1	Exhibit 1: “vollehalle”
		4.2	Exhibit 2: “Wellbeing Economies Film”
		4.3	Exhibit 3: “Zeichenwende”
		4.4	Learning From These Exhibits
	5	Conclusion
	References
Bibliography of Professor Dr. Frank Jacob