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Co-creation und Wertorientierung im Verkauf

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Perspektiven des Dienstleistungsmanagements

Zusammenfassung

Kundengewinnung durch Vertrieb und Verkauf gilt gemeinhin als wesentlicher Treiber des Erfolgs von Unternehmen. Bei Verkauf und Vertrieb handelt es sich aber auch um Funktionen, die sehr stark von aktuellen Veränderungen betroffen sind. Hierzu zählen sicherlich solche, die durch die Digitalisierung angestoßen wurden. Kundenseitig reflektiert das Konzept der so bezeichneten Customer Journey, wie die digitale Revolution das Kaufverhalten der Kunden verändert hat. Um die Implikationen aus den Veränderungen für Verkauf und Vertrieb auch konzeptionell durchdringen zu können, verweist die Literatur auf die besondere Rolle einer so bezeichneten value- bzw. wertorientierten Betrachtung. Eine Wertperspektive ist inzwischen als Forschungsrahmen im Marketing umfassend etabliert und anerkannt. Die Betrachtung von Vertrieb und Verkauf aus der Wertperspektive birgt das Potenzial, einen Beitrag zum Stand des Wissens in der Verkaufsforschung zu leisten. Es besteht somit ein besonderer Bedarf nach theoriegeleiteten Ansätzen der Verkaufsforschung. Diesen Beitrag kann die Wertperspektive dieses Beitrags leisten.

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Authors and Affiliations

  1. Lehrstuhl für Marketing, ESCP Europe Wirtschaftshochschule Berlin, Berlin, Deutschland

    Frank Jacob, Kea Hartwig & Nicole Bulawa

Authors
  1. Frank Jacob
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  2. Kea Hartwig
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  3. Nicole Bulawa
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Correspondence to Frank Jacob .

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Editors and Affiliations

  1. Technische Universität Kaiserslautern, Kaiserslautern, Germany

    Stefan Roth

  2. Norwegian School of Sport Sciences, Oslo, Norway

    Chris Horbel

  3. Universität des Saarlandes, Saarbrücken, Germany

    Bastian Popp

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Jacob, F., Hartwig, K., Bulawa, N. (2020). Co-creation und Wertorientierung im Verkauf. In: Roth, S., Horbel, C., Popp, B. (eds) Perspektiven des Dienstleistungsmanagements . Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-28672-9_19

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  • DOI: https://doi.org/10.1007/978-3-658-28672-9_19

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