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

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2 UNIVERSITY OF OULU ABSTRACT OF THE MASTER'S THESIS Oulu Business School Unit Department of Management and International Business Author Hassan Sherwani Supervisor Petri Ahokangas. Title Role of Sales and Marketing in the changing world of Energy Distribution- A case study of local Finnish energy firm. Subject International Business Type of the degree Master’s thesis Time of publication December, 2013. Number of pages 98+3 Abstract Master’s thesis work was selected together with University of Oulu and author of this thesis, where the goal was to highlight the role and contribution of sales and marketing functions in disruptive energy business context. The healthy relationship of sales and marketing may guarantee a sustainable business where both functions should have unified vision, strategies and objectives to achieve their goal. There is serious consensus for sales and marketing integration as business situation is getting more and more complex. The electricity industry like other industries has been influenced by advent of technology, the rise of Internet, usage of information and communication. To encounter this advanced setup, budgets and priorities are rethought, and sustainability becoming the key factor in shaping up the skills and resources an organization may possess. Due to all these subsequent changes, there is an overall change in business structure for all industries and energy market is no exception. Consequently, some of the key business practices have been highlighted in this work. These business practices reflect not only traditional business structure but, also opens up relatively modern practices that are affecting energy business. Keeping these changing trends in mind, a case study has been analyzed in order to signify the role of sales and marketing units to give its respective firm competitive advantage over others. The thesis work also investigates the level of integration between sales and marketing functions in order to create value to its customers. As the case study has been conducted in Finnish company therefore; it may not provide a generalized global context. There is an attempt to give a theoretical framework which might bring positive theoretical and practical implication of the research work. Keywords Sales and marketing, monopoly, resources based view, knowledge based view, value creation, co-creation of value, electricity distribution business. Additional information
3 CONTENTS Abstract Contents Figures and Tables 1 INTRODUCTION ................................................................................................................ 7 1.1 Introduction and Research Design ................................................................................. 7 1.2 Scope and Research Question ........................................................................................ 7 1.3 Aims and Objectives of the research .............................................................................. 9 1.4 Research and methodology .......................................................................................... 10 1.5 Description of key terms .............................................................................................. 10 1.6 Organization of the thesis ............................................................................................ 12 2 RESEARCH CONTEXT ................................................................................................... 13 2.1 Traces of transition within Energy Business ................................................................ 14 2.2 Energy business in Finnish Context ............................................................................. 15 2.3 Role of Sales and Marketing within Electricity Industry ............................................. 18 3 THEORATICAL FRAMEWORK ................................................................................... 20 3.1 Macro Environment Component .................................................................................. 22 3.2 Middle Component ...................................................................................................... 22 3.2.1 Transformation from Monopoly to Internationalization ...................................... 28 3.2.2 Transformation from Value Creation to Value Co-creation ................................ 33 3.2.3 Transformation from Resource Based view To Knowledge based view ............. 42 3.3 Micro-environment Component ................................................................................... 47 3.3.1 The relationship between marketing and sales ..................................................... 49 3.3.2 The role of marketing and sales integration ......................................................... 50 3.3.3 Levels of sales and marketing integration ............................................................ 51 3.4 Summary ...................................................................................................................... 54 4 METHODOLOGY ............................................................................................................ 56 4.1 Design of case study .................................................................................................... 57 4.2 Conduction of Case Study ............................................................................................ 58 5 ANALYSIS ......................................................................................................................... 59 5.1 Analysis for Macro Component ................................................................................... 59 5.2 Analysis for Middle Component .................................................................................. 62 5.2.1 Transformation from Monopoly to Internationalization ...................................... 62
Page 1: OULU BUSINESS SCHOOL Hassan Sherwan
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 and 10: 9 Electricity industry used to be c
Page 11 and 12: 11 Monopoly: A market with a single
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
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Page 37 and 38: 37 way of achieving this goal is to
Page 39 and 40: 39 Figure 7: The Emerging Concept o
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53 responsibilities, and of the int
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55 is equally important to manage i
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57 All these four stages are follow
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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
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89 described by Valocchi et al. (20
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91 Cavusgil, S. T. (1980). On the I
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93 Henry, A. (2008). Understanding
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95 Metaxiotis K, Ergazakis K and Ps
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97 Tykesson, D. and Alserud, M(2011
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99 APPENDICES Interview Questions:
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101 Are you familiar with va
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Hassan Sherwani ROLE OF SALES AND MARKETING IN ... - Oulu

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