Hassan Sherwani ROLE OF SALES AND MARKETING IN ... - Oulu

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10 regard, the thesis seeks to reach clarification and develop a fundamental understanding how come sales and marketing functions are affected by those changing trends. Moreover, thesis tends to highlight the contribution, role and levels of integration of sales and marketing within organization influenced by significant internal and external factors such as technology, government policy and trends of customer need. Consequently, the thesis seeks to answer the research question and contribute to the practical and theoretical understanding of how sales and marketing units may contribute effectively for their respective organization against local and global competitive energy industry. 1.4 Research and methodology Based on the previously stated research question, the thesis develops a theoretical framework which is in turn used to analyze the research question. The thesis starts with a literature review to describe the role and contribution of sales and marketing. In the following, the thesis studies changing trends in energy business based on carefully selected and acknowledged literature. As far as methodology is concerned, a case study following the recommendation of Yin (1994), has been implemented. The reason of choosing case study is empirical investigation of a particular contemporary phenomenon within real life context. The choice of a single case routes from the nature of the research and the significance of the chosen case. Furthermore, there is a strong relation of the research findings to existing theory. There is qualitative research through face-to-face interviews because of having the ability to collect a rich and detailed set of data. Furthermore the choice of face-toface interviews adds to the context in which answers of the interviewee are stated. 1.5 Description of key terms Less commonly used terms have been and will be used throughout this study. In order to prevent misunderstanding, the most often used terms are defined in below; Sales and Marketing: In general, Sales is an exchange of object for money whereas marketing has broader meaning that involve in packaging and selling products.
11 Monopoly: A market with a single seller or firms with sufficient market power to influence the price, output, and investment of an industry thus they may exercise monopoly power and might limit new competitors entering the industry, even if there are high profits (Foster et. al, 2011). Value Creation: The centrally held, enduring core beliefs, desired end-states, or higher order goals of the individual customer or customer organization that guide behavior, products and services (Daniel et al., 1997). Co-Creation of value: The value that customer provides to the company, in the form of profit streams, intellectual capital, and other customer assets (Naumann, 1995). Resource Based View: Finding future competitiveness by successful firms on the development of distinctive and unique capabilities, which may often be implicit or intangible in nature (Teece et al., 1997) Knowledge Based View: The logical evolution of the RBV of the firm considering that it is a way to incorporate the temporal evolution of its resources and the capabilities that sustain the competitive advantage (Helfat and Peteraf, 2003).
Page 1 and 2: OULU BUSINESS SCHOOL Hassan Sherwan
Page 3 and 4: 3 CONTENTS Abstract Contents Figure
Page 5 and 6: 5 Figures Figure 1: The scope of th
Page 7 and 8: 7 1 INTRODUCTION 1.1 Introduction a
Page 9: 9 Electricity industry used to be c
Page 13 and 14: 13 2 RESEARCH CONTEXT This chapter
Page 15 and 16: 15 produced but, resources to gener
Page 17 and 18: 17 through bioenergy largely in the
Page 19 and 20: 19 framework. There is a need to re
Page 21 and 22: 21 the companies make themselves en
Page 23 and 24: 23 Monopoly Traditional Model Value
Page 25 and 26: 25 once a company at local market a
Page 27 and 28: 27 It is vital to notice that these
Page 29 and 30: 29 In the global arena, companies m
Page 31 and 32: 31 known as Uppsala Model and is wi
Page 33 and 34: 33 vital part so the parties must a
Page 35 and 36: 35 provides to the company, in the
Page 37 and 38: 37 way of achieving this goal is to
Page 39 and 40: 39 Figure 7: The Emerging Concept o
Page 41 and 42: 41 who actually creates values and
Page 43 and 44: 43 value of the organization in its
Page 45 and 46: 45 being an extension to resource b
Page 47 and 48: 47 knowledge management process is
Page 49 and 50: 49 widely agreed on the negative ef
Page 51 and 52: 51 need to be coordinated and consi
Page 53 and 54: 53 responsibilities, and of the int
Page 55 and 56: 55 is equally important to manage i
Page 57 and 58: 57 All these four stages are follow
Page 59 and 60: 59 5 ANALYSIS As there was a brief
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61 company’s individual needs irr
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63 In other words, the market is fr
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65 to seek more control in their en
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67 themselves, who may be capable o
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69 to enhance innovation (Pomeda &
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71 Marketing is responsible for dev
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73 Customer satisfaction is conside
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75 clear picture of the role and co
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77 more and more companies operatin
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79 What level of integration betwee
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81 There is a good opportunity to i
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83 internationalization in Finnish
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85 chaos within the company and man
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87 In this thesis work, though the
Page 89 and 90:
89 described by Valocchi et al. (20
Page 91 and 92:
91 Cavusgil, S. T. (1980). On the I
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93 Henry, A. (2008). Understanding
Page 95 and 96:
95 Metaxiotis K, Ergazakis K and Ps
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97 Tykesson, D. and Alserud, M(2011
Page 99 and 100:
99 APPENDICES Interview Questions:
Page 101:
101 Are you familiar with va
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