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

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8 surprisingly most failed. Consumers opt for the modern digital technology as they saw fit in, in the process they are amending their buying decisions that relate to them directly. Companies that recognize this evolution both at macro and micro level and its importance are now carefully considering interactivity towards the focal of their sales and marketing strategies. With these changing trends in energy business, there is a need to investigate the role of marketing and sales within organization. This will be challenged due to above mentioned factors. In marketing literature sales and marketing has often been seen to belong under a single organizational entity, even though they are often clearly separate, however interdependent, organizational entities (Dewsnap & Jobber 2009; Kotler, Rackham & Krishnaswamy 2006; Graham 2007). The atmosphere between marketing and sales people has often been reported as uncooperative and insular, and when the sales are poor, they point the accusing finger at each other (Dewsnap & Jobber 2009; Kotler et al. 2006). As an example, sales departments are known to regard their colleagues at marketing as detached from the actual customers, while the sales people are seen as too focused on single customers and as incapable of understanding the big picture (Kotler et al. 2006). The two functions often also have inadequate conceptions of each other’s contributions to the firm’s overall objectives (Meunier-FitzHugh & Piercy 2007a). Overall, in related literature the relations between sales and marketing are seen as uncooperative, lacking in mutual understanding, distrustful and rivalling, ridded with the use of stereotypic generalization and most importantly, poorly coordinated (Dewsnap & Jobber 2009; Kotler et al. 2006; Beverland, Steel & Dapiran 2006; Dewsnap & Jobber 2002). With the development in business model, there is certain need to realize the benefits of integration between sales and marketing so that firms may stand strong in this competitive environment. Against this background, the leading research question of this thesis is: How Sales and marketing functions and their integration help to meet the challenges imposed by changing trends in Finnish electricity industry?
9 Electricity industry used to be considered as monopoly but, this trend has been changed thanks to internationalization. Moreover, other factors such as global economic transformation, government policies and environment concerns are other key reasons. With these critical changes, there is a challenge to sales and marketing because it cannot work on traditional set of strategies. Therefore, organizations need to transform their internal strategies related to sales and marketing to cop against the external challenges. Hence, there is an analysis how much sales and marketing contribute to provide competitive advantage in this fast evolving electricity industry. Following sub-question is established to support the response of the leading research question; What level of integration between marketing and sales is sufficient to address issues related to ever transforming energy market? Changing trends Sales and marketing Electricity Industry Figure 1: The scope of thesis 1.3 Aims and Objectives of the research Initially the thesis aims to determine the nature, extent and effect of technology in the electricity distribution business globally and especially within Finnish market. In that
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: 7 1 INTRODUCTION 1.1 Introduction a
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
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
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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
Page 95 and 96:
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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