Staff publications (SoM)

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https://dspace.lib.cranfield.ac.uk/handle/1826/28

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Browsing Staff publications (SoM) by Publisher "American Marketing Association"

Now showing 1 - 4 of 4
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    The anatomy of account-based marketing - a conceptualisation of strategic dimensions
    (American Marketing Association, 2022-06-11) Mullen, Adam; Marcos Cuevas, Javier; Theoharakis, Vasilis
    Purpose — The purpose of this paper is to conceptualise an emerging B2B strategy known as account-based marketing (ABM). ABM is a mid-to-long-term strategy deployed by enterprise organisations to target, engage, and grow high-potential accounts. Design/Methodology/Approach — A mixture of academic and practitioner literature has been synthesised to create a tentative conceptual model of ABM. Findings — In ABM, digital technologies can be used to scale the engagement process, allowing selling teams to switch from targeting one account to many using pooled intelligence, smart resources, and automation. Originality/Value — This paper presents a conceptual model of ABM, whilst providing a foundation for future research.
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    The capabilities for implementing key account management: a systematic review
    (American Marketing Association, 2022-06-11) Sun, Liang; Marcos Cuevas, Javier; Prior, Daniel
    Purpose – To identify the capabilities that facilitate KAM Implementation Design/methodology/approach –A systematic review of 90 studies published from 1990 through to 2021 is conducted. A descriptive analysis and a thematic synthesis are presented. Findings – The paper draws a distinction between KAM formulation and implementation. A framework is developed that classifies the resources and capabilities as tangible and intangible resources, operational, relational, and dynamic capabilities. Originality/value –This study refines previous classifications of tangible and intangible KAM resources and identifies relational capabilities as uniquely related to KAM implementation.
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    How business customers judge solutions: solution quality and value in use
    (American Marketing Association, 2016-05) Macdonald, Emma K.; Kleinaltenkamp, Michael; Wilson, Hugh
    Many manufacturers look to business solutions to provide growth, but success is far from guaranteed, and how solutions can create superior perceived value is not clear. This article explores what constitutes value for customers from solutions over time, conceptualized as value-in-use, and how this arises from quality perceptions of the solution’s components. A framework for solution quality and value-in-use is developed through 36 interviews combining repertory grid technique and means-end chains. Significantly extending the extant view of quality as a function of the supplier’s products and services, findings show that customers also assess the quality of their own resources and processes, and of the joint resource integration process. Contrasting strongly with prior research, value-in-use corresponds not just to collective, organizational goals but also to individuals’ goals. Four moderators of the quality-value relationship demonstrate customer heterogeneity across both firms and roles within what the authors term the usage center. When shifting towards solutions, manufacturers require very different approaches to market research, account management, solution design and quality control, including the need for a value auditing process.
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    The impact of sales knowledge acquisition on adaptiveness: a scoping study
    (American Marketing Association, 2022-06-11) Hough, Andy; Marcos Cuevas, Javier; Esch, Dennis
    Purpose: This research investigates transformational learning as a mechanism for sales knowledge acquisition and its impact on adaptiveness. Design/methodology/approach: The authors present a scoping study of the fields of sales training, sales-related knowledge, learning theories, and adaptiveness to propose a conceptual model for further empirical research. Findings: A body of literature exists defining the impact of adaptiveness on sales performance. There is scarce research linking sales knowledge acquisition, its enabling learning mechanisms, and their impact on adaptiveness. The study proposes a conceptual framework that emphasizes contextual influences and their impact on knowledge acquisition. Further, the model proposes self-directed learning as a moderator on the relationship between sales-related knowledge and adaptiveness. Originality/value: This scoping study enables the identification of key dimensions to better re-imagine knowledge acquisition programs in sales to improve competence development. In particular, programmes that emphasize self-directed learning for enhanced sales-person adaptiveness.