• Aligning Digital Channel Strategies to the Business Buyer’s Sourcing Journey

      Paesbrugghe, Bert; Vuori, Johannna; Kock, Heidi (AMA Summer Educators' Conference Proceedings, 2017)
    • Aligning sales and operations management: An agenda for inquiry

      Rangarajan, Deva; Sharma, Arun; Paesbrugghe, Bert; Boute, Robert (Journal of Personal Selling & Sales Management, 2018)
      There is a rapid growth in solution selling in practice and a commensurate increase in research in this area. The focus of this sales strategy is on providing solutions to customer problems that typically entails combining products and services from the provider firm as well as other firms. The fulfilment of these solutions requires operations management support. In spite of the need for closer collaboration between sales and operations management, more research is needed on the interface of these two functions. In order to deepen our understanding of the interface of sales and operations management, we undertook qualitative research and conducted in-depth interviews of senior executives in global firms to determine the need for sales and operations management cooperation. We followed the qualitative research with a review of extant research on the interface of sales and operations management. Finally, we conducted a survey of academic researchers to identify areas and themes of future research in this area. We summarize the implications of our findings for future research.
    • Business buyers' expectations before the first buyer-seller interaction

      Hautamäki, Pia; Hänti, Sirpa; Paesbrugghe, Bert (2016)
    • Portfolios and investments - an introduction

      Frömmel, Michael; Paesbrugghe, Bert (2010)
    • Purchasing-driven sales: Matching sales strategies to the evolution of the purchasing function

      Paesbrugghe, Bert; Rangarajan, Deva; Sharma, Arun; Syam, Niladri; Jha, Subhash (Industrial Marketing Management, 2017)
      The personal selling field has witnessed the emergence of various sales strategies, including relationship, value, key account, and solution selling. Despite claims about their effectiveness, recent work challenges the relevance of existing sales strategies across buying contexts. Specifically, emerging sales strategies often focus on the user in the customer organization, without being explicitly aligned with the increasingly important purchasing function. To define the critical role of the purchasing function for sales effectiveness, this study collects data from 32 firms in two markets, their purchasing departments reveal four stages of purchasing evolution: passive (price focused), independent (cost-focused), supportive (solution/innovation focused), and integrative (strategy focused). The research demonstrates that each stage of purchasing evolution then requires distinct sales strategies by selling firms and any mismatch of purchasing evolution and sales strategy may be detrimental to sales. This novel view and the supported findings offers several implications for both research and practice.
    • Sales and operation integration: The role of collaboration and alignment

      Rangarajan, Deva; Bouters, R.; Weijters, Bert; Paesbrugghe, Bert (2015)
    • Salespeople are from Mars, Purchasers are from Venus: matching sales to purchasing

      Paesbrugghe, Bert (2017)
      There is no business without sales and no sales without customers. The bridge that spans business‐to‐business (B2B) selling and their customers is termed a buyer‐seller relationship. The contemporary buyer‐seller environment presents salespeople with the challenge of finding ways to overcome the current ineffectiveness of many previously effective sales approaches. The effectiveness of many sales approaches has been questioned based on the ongoing paradigm shift in the purchasing domain. Purchasing based changes have had, and are expected to continue to have a tremendous influence on the buying process. Yet, the different roles in buyer‐seller relationships are, in the Marketing and Sales domain, either studied from the buyer’s perspective or from the seller’s point of view. Buying organizations, however, are gradually shifting power to the purchasing function. For sales practitioners and sales researchers, this ongoing shift demands a study in the evolution of the purchasing function in order to improve their sales approaches. This doctoral thesis analyzes the domain of Buyer‐Seller Relationships in B2B contexts, with an emphasis on Personal Selling and Sales Management. The objective of this dissertation is to obtain a better understanding of how changes in market conditions and advances in technology have empowered the B2B purchaser, thereby creating new challenges to the sales organization and sales function. The first essay of this dissertation is based on an extensive review of the Buyer‐Seller literature and is a call to sales practitioners to pay more attention to the purchasing function and to develop sales strategies.