Background: Business-to-business marketing (B2B) consists of multiple parts such as clienteles' behavior and marketing managerial decision-making process. Incorrect data analysis and taking no account of customer knowledge management (CKM) cost organizations B$ per year. Purpose: The explorative single-case study was focused on establishing a detailed exploration of the challenge that some executives responsible for marketing strategic tactics have the little knowledge of how to utilize knowledge management approaches to make better engaging their customers (CE) in the B2B marketing. Methodology: The dynamic capability and technological opportunism comprise the conceptual framework in the recent work. The population was a managerial group responsible for marketing management of an industrial simulation/training organization. Data are collected from executives at different levels of accountability in a B2B organization, semi-structured interview along with participant validation/observation. To analyze data, the Giorgi’s systematic text condensation and coding methods of themes were used, followed by NVivo V.12 software. Results: The emerged themes uncovered a requirement to make better a marketing approach. The themes include the formal CKM plan/strategy, designing/purchasing a CKM tool, education and training of CKM procedures, as well as establishment, maintaining, promoting, and cultivating relationships. Beneficiaries of the current study are policy makers, organizational strategy makers, marketing practitioners, and marketing managers. Implication for social changes includes determining the approaches that business leaders require to enhance CE. Conclusion: Addressing challenges in adopting CKM strategic tactics can improve CE in B2B organizations. Keywords: B2B marketing; CKM; CE; Marketing strategic tactics.
Background: Il marketing business-to-business (B2B) è costituito da più parti come il comportamento della clientela e il processo decisionale manageriale di marketing. L'analisi errata dei dati e la mancata considerazione della gestione della conoscenza del cliente (CKM) costano alle organizzazioni B$ all'anno. Scopo: lo studio esplorativo del singolo caso studio si è concentrato sulla creazione di un'esplorazione dettagliata della sfida che alcuni dirigenti responsabili delle tattiche strategiche di marketing i quali hanno una scarsa conoscenza di come utilizzare gli approcci di gestione della conoscenza per coinvolgere meglio i propri clienti (CE) nel marketing B2B. Metodologia: La capacità dinamica e l'opportunismo tecnologico costituiscono il quadro concettuale del recente lavoro. La popolazione era un gruppo manageriale responsabile della gestione del marketing di un'organizzazione di simulazione/formazione industriale. I dati vengono raccolti da dirigenti a diversi livelli di responsabilità in un'organizzazione B2B, interviste semi-strutturate insieme alla convalida/osservazione dei partecipanti. Per analizzare i dati sono stati utilizzati i metodi di condensazione sistematica del testo e di codifica dei temi di Giorgi, seguiti dal software NVivo V.12. Risultati: I temi emersi hanno evidenziato l'esigenza di migliorare l'approccio al marketing. I temi includono il piano/strategia CKM formale, la progettazione/acquisto di uno strumento CKM, l'istruzione e la formazione delle procedure CKM, nonché l'istituzione, il mantenimento, la promozione e la coltivazione di relazioni. I beneficiari del presente studio sono policy makers, responsabili della strategia organizzativa, professionisti del marketing e responsabili del marketing. L'implicazione per i cambiamenti sociali include la determinazione degli approcci richiesti dai leader aziendali per migliorare l'EC. Conclusione: Affrontare le sfide nell'adozione delle tattiche strategiche CKM può migliorare il CE nelle organizzazioni B2B. Parole chiave: marketing B2B; CKM; CE; Tattiche strategiche di marketing.
Coinvolgimento El Cliente E Gestione Della Conoscenza Del Cliente Nel Marketing B2B
MAYINUER, DILIXIATI
2021/2022
Abstract
Background: Business-to-business marketing (B2B) consists of multiple parts such as clienteles' behavior and marketing managerial decision-making process. Incorrect data analysis and taking no account of customer knowledge management (CKM) cost organizations B$ per year. Purpose: The explorative single-case study was focused on establishing a detailed exploration of the challenge that some executives responsible for marketing strategic tactics have the little knowledge of how to utilize knowledge management approaches to make better engaging their customers (CE) in the B2B marketing. Methodology: The dynamic capability and technological opportunism comprise the conceptual framework in the recent work. The population was a managerial group responsible for marketing management of an industrial simulation/training organization. Data are collected from executives at different levels of accountability in a B2B organization, semi-structured interview along with participant validation/observation. To analyze data, the Giorgi’s systematic text condensation and coding methods of themes were used, followed by NVivo V.12 software. Results: The emerged themes uncovered a requirement to make better a marketing approach. The themes include the formal CKM plan/strategy, designing/purchasing a CKM tool, education and training of CKM procedures, as well as establishment, maintaining, promoting, and cultivating relationships. Beneficiaries of the current study are policy makers, organizational strategy makers, marketing practitioners, and marketing managers. Implication for social changes includes determining the approaches that business leaders require to enhance CE. Conclusion: Addressing challenges in adopting CKM strategic tactics can improve CE in B2B organizations. Keywords: B2B marketing; CKM; CE; Marketing strategic tactics.File | Dimensione | Formato | |
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https://hdl.handle.net/20.500.12075/12575