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ESTABLISHING A NEW PRODUCT ON A NEW MARKET
An insight in sales activities when establishing a new product on a new market.
a perspective from a action-based researcher
1CLAES NORMAN
2
ResultR
B Background
T Theory
M Method
C Conclusion
+ =
B T M R C
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WHICH SALES ACTIVITES ARE VITAL WHEN LAUNCHING A NEW CONSUMER IT-PRODUCT ON A NEW MARKET?
B T M R C
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Theory
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Lean Startup
Startup Owners Manual
Sales
B T M R C
CRMsystem
push / pull
transactional
Consultive
prove/disaprovehypotheses
build-measure-learn
iterativt
customer relationship management
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Method
8B T M R C
Research period (10 weeks)
Theory studies(2 weeks)
Analysis(2 weeks)
Datainsamling (8 weeks)
Cycle 1 (2 weeks)
Cycle 3 (2 weeks)
Cycle 4 (2 weeks)
Cycle 2 (2 weeks)
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Case study Action-basedresearch
Abductive
B T M R C
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Q1: Which activites has been done today?Q2: What worked well with these?Q3: What worked less well with these?Q4: How can these activities develop?
B T M R C
11B T M R C
Form used for data collection
12B T M R C
Screenshot of data collection
13B T M R C
36 notes collected during the research
14B T M R C
Categorized into different categories
15B T M R C
36 notes boiled down to weekly summaries, to make the analysis easier.
16B T M R C
example of one weekly summary
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Result
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Cycle 1 Cycle 2 Cycle 3 Cycle 4
Customer interactionBooking meetingsFollow-upProspecting new customers
B T M R C
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Conclusions
20B T M R C
1 Spend as much time as possible with customers
2 Prospect new customers regularly
3 Continuously reflect and pivot how the the sales activities are done.
> Comparative study against big corporationsi.e. SKF, Volvo
> Case studies with more smaller companies
example offurther research
topics