Sales are a subject that most people consider to be an art. The truth is that there are several sophisticated methodologies on how to successfully close a deal. However, time goes by, customers get smarter and the markets shifts. As a result sales methods start to fade away and do not necessarily work the way they used to. This thesis was conducted in co-operation with SimCorp A/S and aims to examine the concept of Insight Selling. The concept was developed by analysing top performers and how they manage to sell in an economic downturn. The purpose is to investigate how an organisation can apply the core principles of the new sales strategy on an existing sales process and current customer relationship management system. A qualitative research method was used and interviews were conducted to gather data to gain a deeper understanding on the topic of sales. The result exhibits a situation analysis that was conducted to create a representation of SimCorp’s current sales process. With the key elements of insight selling a proposed model of a future state was presented. Lastly, a requirements analysis of the customer relationship management system currently deployed at the company was designed based on the findings. The result indicated that it was possible to apply the key elements of insight selling on the current sales process. The method might be suitable for some situations but it does not replace or eliminate earlier practices. / Det är vanligt att uppfatta försäljning som en konst. Sanningen är att det finns väl beprövade metodiker för hur man ska lyckas för att sälja. Med tiden har konsumenter blivit smartare och marknaden förändrats. Detta har resulterat i att många säljmetoder blir avlägsna och inte lika användbara och pålitliga som de var innan. Examensarbetet utfördes i samarbete med SimCorp A/S där syftet är att undersöka begreppet insiktsförsäljning. Konceptet utvecklades från en studie där man analyserade de högpresterande säljarna och identifierade hur de lyckades sälja under en ekonomisk lågkonjunktur. Syftet är att undersöka hur en organisation kan applicera de nya strategierna som presenteras inom insiktsförsäljning på en befintlig försäljningsprocess och det nuvarande kundhanteringssystemet. En kvalitativ forskningsmetod applicerades och intervjuer utfördes för att ackumulera data och få en djupare förståelse av ämnet försäljning. I resultatet presenteras en nulägesanalys av SimCorp’s nuvarande försäljnings-process. Vidare presenteras ett förslag på hur en försäljningsprocess med inslag av strategierna från insiktsförsäljning kan se ut. Slutligen utfördes en kravanalys på insiktsförsäljnings metod för att implementeras och testas på det nuvarande kundhanteringssystemet. Resultatet indikerade att det var möjligt att applicera nyckel elementen från insiktsförsäljning på den nuvarande säljprocessen. Metoden är lämplig för att användas i vissa situationer men ersätter inte eller eliminerar tidigare rutiner.

本研究以台灣高科領導品牌企業為例，針對企業總部的行銷組織面對外在環境與策略變化下，如何跟隨企業轉型，設計一套與時俱進的高效組織架構與功能流程，提高全球競爭力，協助企業持續的成長並強化中長期品牌發展。本研究個案A公司從過去代工轉型自有品牌事業，為台灣國際品牌企業之標竿，近年在全球科技產業劇變與競爭下積極轉型。尤其在全球化浪潮、數位互聯網發展、雲端運算時代來臨與消費者旅程改變下，在產品研發與行銷策略上不斷推陳出新並推動組織變革，尤其以2014底推動之建構現代行銷組織專案(Modern Marketing Team Project)最為關鍵，因此本研究進行以下研究： 1. 因應變化、新行銷策略與品牌發展，企業總部行銷組織的設計與功能迄今(至2015年12月止)所採行的措施，可能產生的問題與未來的挑戰為何? 2. 因應未來(2016年後)，企業在行銷組織的設計與功能，以及採用何種措施，以解決迄今所產生的問題及面對未來的挑戰? 在研究過程中，本研究先以文獻探討了解國際行銷管理的行銷環境改變、品牌管理、組織國際化管理與行銷長挑戰等重要議題，再從瑞典伊萊克斯的行銷組織轉型、美國寶僑家品的品牌經理人制度、日本優衣庫的橫跨性行銷組織與三星電子集團的品牌管理機制四個個案作深入探討，最後描述與分析個案企業A公司電腦的行銷策略與組織發展歷程，追本溯源的從脈絡中尋找與確認關鍵問題，並給予建議。 研究結果發現，企業在品牌管理上應設立專責的領導與組織設計，對於整體企業的改造與推動至關重要，如品牌長與行銷長的設立、成立品牌委員會與品牌價值管理系統積極促進品牌發展；設立全球品牌中心組織並導入市場行銷儀表板(Marketing Dashboard)，強化行銷組織的功能效用與績效考核，進行事前關鍵績效指標設定與事後的追蹤與評估。 另外，產品行銷人員應與品牌內容行銷人員組成品牌管理團隊，從產品管理提升至品牌管理角色，以深化產品的恆久品牌價值為目標。而不一致的企業與產品品牌現況必須透過改造新產品的開發流程，讓產品行銷團隊與消費參與其中，具體落實與消費者為中心的產品設計，並建立行銷情報系統(Marketing Intelligence System)，即時掌握多樣市場資訊，使品牌與產品的發展有完整的情報基礎。 最後，內部跨組織的合作與協作對促進創新與強化團隊能力至關重要，在流程上須精心設計，建議在各區域成立跨單位的「體驗創新隊」，結合跨功能如數位行銷、公關、通路行銷與事業部產品行銷等相關單位，以促進體驗優化與發掘在地創新為目標。而針對公司英雄產品的上市，則該成立跨部門專案團隊，整合資源發揮團隊戰力。

Thesis (MBA)--Stellenbosch University, 2001. / ENGLISH ABSTRACT: As Spar began to grow, its stores became increasingly proactive resulting in the better SPAR stores wanting to compete and to expand but being frustrated by their many conservative SPAR retail colleagues. In order to increase effectiveness and competitive advantage, SPAR had to consider a new approach. This came in the form of Category Management and the extent to which it would be understood, evaluated and implemented. SPAR was being forced to do things in different ways. Many consumer packaged goods companies believe that Category Management is the "new way". These companies are expanding great amounts of energy and cash to be the player in the category management arena. Category Management is regarded as a process that involves managing product categories as business units and customizing them on a store-by-store basis to satisfy customer needs. The ideal in this process is to identify the optimal mix and stock each store with specific products customers wish to purchase. In simple terms, Category Management can be identified as the process of bringing the right product to the consumer at the right time and price. As a discipline, this process is in its infancy within the boarders of South Africa. The scope of the study is to introduce the Spar model for implementing Category Management into the voluntary trading environment. The biggest challenge identified is that if a robust analysis process is not undertaken by SPAR, the actions of going forward would be insufficient to develop clear Category Management strategies which could be included in the overall business strategy. Without successful analysis, SPAR will not be able to transform itself successfully. Organizationally, culturally, and technically, Category Management is fundamentally different to what has gone before. Many facets of the SPAR business have to change in a relatively short space of time for Category Management to work. Category Management helps establish new strategic intents and plans. It is a go-to market strategy that, when adopted within an organization, sets the tone and direction for all strategic and tactical decisions. The Category Management process is consumer focused and is the most effective and efficient means whereby the retailer and its suppliers can together generate value for their end customer. / AFRIKAANSE OPSOMMING: Namate SPAR begin groei het, het sy winkels toenemend proaktief begin word, wat daartoe gelei het dat die beste SPAR-winkels wou meeding en uitbrei, maar deur hul talle konserwatiewe SPAR-kleinhandelskollegas gedwarsboom is. Ten einde doeltreffendheid en mededingende voordeel te verhoog, moes SPAR 'n nuwe benadering oorweeg. Dit het die vorm van Kategoriebestuur en die mate waarin dit verstaan, geëvalueer en geïmplementeer sou word, aangeneem. SPAR is genoodsaak om dinge anders te doen. Baie maatskappye wat verpakte verbruikersgoedere verkoop, is van mening dat Kategoriebestuur die "nuwe rigting" is. Hierdie maatskappye bestee groot hoeveelhede energie en kontant om dié speler in die kategoriebestuursarena te wees. Kategoriebestuur word beskou as 'n proses wat behels dat produkkategorieë as sake-eenhede bestuur word wat op 'n winkelgrondslag pasgemaak word ten einde in kliëntebehoeftes te voorsien. Die doelwit van hierdie proses is om die optimale mengsel te identifiseer en elke winkel te bevoorraad met bepaalde produkte wat kliënte wil koop. In eenvoudige terme kan Kategoriebestuur omskryf word as die proses om die regte produk op die regte tyd en teen die regte prys aan die verbruiker te bied. As 'n dissipline staan hierdie proses in sy kinderskoene binne die grense van Suid-Afrika. Die omvang van die studie is om die SPAR-model bekend te stel vir die implementering van Kategoriebestuur in die vrywillige handelsomgewing. Die grootste uitdaging is dan indien SPAR nie 'n deeglike ontledingsproses onderneem nie, die aksies vorentoe nie voldoende sal wees om duidelike Kategoriebestuurstrategieë te formuleer wat in die algehele sakestrategie ingesluit kan word nie. Sonder 'n suksesvolle ontleding sal SPAR homself nie suksesvol kan transformeer nie. Organisatories, kultureel en tegnies verskil Kategoriebestuur fundamenteel van dit wat voorheen gegeld het. Vir Kategoriebestuur om te werk, sal talle fasette van die SPAR-onderneming in 'n betreklik kort tydjie moet verander. Kategoriebestuur dra by tot die formulering van nuwe strategiese doelwitte en planne. Dit is 'n bemarkingstrategie wat, indien dit binne 'n organisasie gevolg word, die toon en rigting vir alle strategiese en taktiese besluite aangee. Die Kategoriebestuursproses is verbruikersgerig en is die doeltreffendste wyse waarop die kleinhandelaar en sy produkverskaffers tesame waarde vir hul eindkliënt kan genereer.

Thesis (PhD (Business Management))--Stellenbosch University, 2008. / Since relationship marketing re-emerged as an approach to marketing, the concept was met with a great deal of interest. This interest resulted in relationship marketing being researched extensively, whilst businesses started to look for ways to build relationships with their clients. Relationships with clients can, however, only be managed if the dimensions contributing to the relationship are adequately identified. From an academic viewpoint, once all the relevant dimensions have been identified, these dimensions can be used to construct a model that can guide the management of long-term marketing relationships. The aim of this study was to identify the dimensions that are important when longterm marketing relationships in business-to-business (B2B) financial services are managed. The study started with a comprehensive review of the marketing literature. The literature review was followed by two empirical studies. The first empirical study was conducted among relationship managers, while the second empirical study focused on both the relationship managers and clients of a leading South African financial services provider. Both the relationship managers as well as the clients were part of the afore-mentioned financial services provider’s B2B domain. Phase 1 of the empirical research (the exploratory study) focused on an assessment of the perceptions of 75 relationship managers in respect of the importance of a number of pre-determined dimensions. A web-based approach was used and a questionnaire was developed according to the requirements of the Analytic Hierarchical Process (AHP) method. Based on the literature review and the results of the exploratory study, a set of 11 dimensions emerged as important for the management of long-term relationships in B2B financial services. The second phase of the empirical research focused on the perceptions of both relationship managers (the relationship manager sample) and B2B clients (the client sample). In the case of the relationship manager sample, a web-based questionnaire was sent to 300 relationship managers, while 400 clients participated in the client study. Relationship manager data were analysed by means of regression analysis whereas the client data were analysed with the aid of Structural Equation Modelling (SEM). The LISREL 8.80 software program was used to fit both the measurement model and the SEM model. The results of the study confirmed the important roles of especially trust and commitment on a person’s intention to stay in a relationship. Furthermore, the study found that relationship managers and clients appear to view the process of relationship management as an intricate process. Although relationship managers and clients differ on the importance of some of the further dimensions, agreement existed for the importance of especially satisfaction and communication. It was also found that relationship managers appear to over-estimate their performance levels on some of the identified dimensions. The uniqueness of the study lies in the simultaneous consideration of the perceptions of both relationship managers and clients. The most important contribution of the study is the construction of a model through which long-term marketing relationships in the B2B financial services industry can be managed.

Title: Management Comparison of JKA Sports Karate Association in the Czech Republic and Abroad Goals: This thesis deals with the problematic of management in sports karate organizations in selected European countries. The aim is to give suggestions for management improvement in selected organizations. The suggestions will be based on an analysis of managerial functions and subsequent comparison of Czech and foreign organizations. Methods: For this thesis I used the methods of structured non-standardized interview, descriptive analysis, SWOT analysis and comparison. Results: The results of the thesis are proposals for implementation in problematic parts of each organization. The changes are proposed in managerial functions of planning, organizing and staffing and improvement of sponsorship and promotional activities. Keywords: Management, Managerial functions, Sports organization, Marketing, Sponsorship, Comparison, Karate

Resistance of subsidiaries of multinational corporations to global coordination efforts by their headquarters is an important contemporary research subject in the field of international business studies. This case study of sales and marketing organizations in five international subsidiaries of a highly divisionalized corporation illustrates how the capabilities and the willingness to adopt and pursue global strategies is strongly influenced by local situational and organizational factors. The defining business problem was different in each country organization, ranging from product related issues such as quick innovation cycles and price competition, to economic concerns like emerging market dynamics and economic crisis, and other problems related to cultural dissimilarity. A large degree of divisionalization seems to dilute central leadership, as central managers compete for the attention and the resources of the subsidiaries and local managers behave like independent distributors, picking and choosing the most favorable offerings. In order to establish successful leadership in the absence of hierarchical control, intermediate central sales and marketing managers need to first of all internally coordinate their activities towards their local counterparts. Top management needs to establish legitimate authority of intermediate managers by clear definitions of international matrix roles and management procedures. Central sales and marketing managers need to have enough international field experience to be able to correctly assess the different local situations, advance their initiatives in a diplomatic way on all local hierarchy levels and to become overall credible and accepted partners for the local teams. Directly engaging in field activities with local customers and sales teams seems to help achieving these objectives and thus to contribute to the successful enforcement of global strategies.

M.Tech (Marketing, Faculty of Management Sciences) Vaal University of Technology / Given the pervasive use of celebrity endorsements and the high costs involved in this marketing strategy, it is important for marketers to have knowledge of the right set of procedures to follow in selecting an ambassador to market their products. This study draws from the undertones of Ohanian’s (1990:46) Source attributes theory, comprising elements of the Source credibility theory as well as the Source attractiveness theory. Whereas the former (trustworthiness and expertise) influences consumer attitudes and behaviour through a process called internalisation, the latter (attractiveness) influences receivers of marketing communication messages through a process called identification. The theory is useful when applied during the initial phase of selecting which celebrity to use to endorse products, to avoid costly mistakes of choosing celebrities that do not possess the right set of attributes for persuading consumers. The purpose of this study was to apply the Source attributes theory in understanding the key attributes towards consumers’ evaluations of the credibility of an athlete-celebrity endorser. Moreover, the influence of athlete endorser credibility on consumers’ attitudes and purchase intentions towards the celebrity endorsed advertisement. A quantitative study comprising a non-probability snowball sample of 456 consumers was conducted in 2016, in and around the five major towns of Southern Gauteng province in South Africa. The structured-self administered questionnaire requested participants to indicate their perceptions regarding the attributes of nominated athlete-celebrity, namely, trustworthiness, expertise and attractiveness in endorsing the selected product. In addition, the questionnaire related to consumers’ evaluations of the credibility of the selected athlete-celebrity, consumers’ attitude towards the advertisement where the athlete-celebrity appears and purchase intentions towards the endorsed product. Findings from the study indicated that South African consumers have positive perceptions of the selected athlete-celebrity’s trustworthiness, expertise and attractiveness. In addition, the measurement model was verified using statistical accuracy tests, thereby confirming that the purchase intentions model was a six-factor structure comprising trustworthiness, expertise, attractiveness, endorser credibility, attitude towards the advertisement and purchase intentions. The results of both the confirmatory factor analysis and the structural equation modelling suggest that the three dimensions are valid measures of the overall credibility of the athlete- endorser (R2=0.60). This finding provided support for the scale developed by Ohanian (1990) to be a valid vi measure for selecting celebrity endorsers when applied in South Africa. Moreover, the structural model validated the existence of significant, direct impacts of athlete-endorser credibility on attitude towards the advertisement (path estimate=0.704) and attitude towards the advertisement on purchase intentions (path estimate=0.741). Insights gained from this study will assist both marketing academics and practitioners to understand the perceptions of consumers towards the use of athlete-celebrities in product promotions in the South African market. In this regard, if a determination is made that a celebrity could enhance the marketing campaign, marketers should determine to what extent the celebrity should be used. The correct use of the right celebrity, selected in line with these findings, can help ensure greater consumer persuasion.

As certificações sustentáveis são consideradas um caminho possível para alavancar um consumo mais sustentável por parte dos consumidores, por meio da comunicação, nas embalagens dos produtos, de atributos socioambientais que eles carregam, verificados por uma terceira parte. Considerando as relações entre empresas, as certificações também podem apoiar organizações que desejam implementar políticas sociais e/ou ambientais, assegurando a rastreabilidade de sua matéria-prima e/ou a qualidade de seu processo produtivo. Porém, nota-se que ainda há diversas barreiras para uma maior adoção destas certificações, seja por parte dos consumidores, que não os reconhecem, não compreendem suas mensagens, ou não os valorizam no momento da compra; seja por parte das empresas, que ainda não conseguiram identificar os reais benefícios de sua adoção, seja por falta de demanda de mercado, ou pela falta de comprovação da efetiva redução de seus impactos socioambientais. Neste contexto, o presente estudo teve como objetivo fazer uma sistematização das barreiras que dificultam a utilização das certificações sustentáveis por parte de empresas de bens de consumo. Foram levantadas diversas barreiras às certificações, sem ser possível encontrar uma iniciativa de consolidação e sistematização das mesmas. Para avançar o conhecimento relacionado ao tema, procedeu-se a análise de dois casos de certificações relevantes no Brasil, o Forest Stewardship Council (FSC) e o \"I´m Green\". Os principais resultados alcançados foram: i) a atualização da listagem de barreiras previamente levantada; ii) a primeira proposta de classificação das barreiras às certificações sustentáveis; e iii) o primeiro mapeamento da atuação das barreiras de acordo com o stakeholder envolvido no processo. Nota-se que os obstáculos enfrentados pelas empresas de bens de consumo são principalmente referentes à sua relação com seus fornecedores de insumo e os padronizadores, além de diversas questões internas à organização. Observa-se, também, que as barreiras comuns às duas certificações estudadas estão concentradas na fase inicial de adoção das mesmas, e são oriundas, em sua maioria dos stakeholders externos. Já as barreiras específicas de cada certificação tem algumas particularidades: no caso do FSC elas estão concentradas na fase de implementação, e envolve uma gama maior de stakeholders; e no caso \"I´m Green\" há uma dispersão entre a fase anterior de implementação, e a fase de implementação, propriamente, sendo que elas são focadas no fornecedor. O presente estudo abriu espaço para uma maior compreensão sobre como a questão da rotulagem sustentável vem sendo considerada no ambiente corporativo, podendo ser endereçado de diversas formas pela academia, pelas empresas, pelos padronizadores e pelos demais envolvidos com o tema. / Sustainable standards are considered a possible way to leverage a more sustainable consumption by consumers, through the communication, on the packaging of products, of socio-environmental attributes that they carry, verified by a third party. Considering business-to-business relationships, they can also support companies that want to implement social and/or environmental policies, assuring the traceability of their raw material or the quality of their production process. However, it is noted that there are still several barriers to greater adoption of these standards, either by consumers, who do not recognize them, do not understand their messages, or do not value them at the time of purchase; Or by companies that have not yet been able to identify the real benefits of their adoption, either due to a lack of market demand or to the lack of measurement of the effective reduction of their socio-environmental impacts. In this context, the present study aimed to systematize the barriers that hinder the use of sustainable standards by companies of consumer goods. Several barriers to the adoption of the standards by companies were raised, but no study until now had the initiative to consolidate them. In order to advance the knowledge related to the theme, two cases of relevant standards in Brazil, the Forest Stewardship Council (FSC) and the \"I\'m Green\" were analyzed. The main results achieved were: i) the list of barriers previously raised updated; ii) the first classification proposal of the barriers to sustainable standards; and iii) the first map of barriers to sustainable standards according to the stakeholder involved. It is noted that the obstacles faced by consumer goods companies are mainly related to their relationship with their suppliers and standardization body, as well as various issues internal to the organization. It is also observed that the common barriers to the two certifications are concentrated in the initial phase of their adoption, and come mainly from external stakeholders. The specific barriers of each certification have some peculiarities: in the case of FSC they are concentrated in the implementation phase, and involve a wider range of stakeholders; in the case of \"I\'m Green\" there is a dispersion between the previous phase of implementation and the implementation phase, properly, being that they are focused on the supplier. The present study opens space for a better understanding of how the issue of sustainable labeling is being considered in the corporate environment, and can be addressed in different ways by the academy, companies, standardizers and others involved with the theme.

Encontramos no Brasil uma precisa descrição etnográfica do significado experiencial em possuir uma motocicleta Harley-Davidson em que os consumidores tendem a emular e apreciar a imagem rebelde ao se relacionar com a motocicleta e a marca. As comunidades da referida marca amplificam essa sensação por meio da sociabilidade entre seus membros, que compartilham similares valores, atitudes e comportamentos inerentes ao significado da marca, e em muitos casos, essa forma de organização social e o comportamento são apresentados como diferentes ou opostos à organização social e comportamentos do cotidiano desses mesmos indivíduos. O presente trabalho propõe um framework teórico que confirma a hierarquia dos constructos da marca Harley-Davidson a partir do constructo \"Entusiasta\" pela marca Harley-Davidson, para logo em seguida ao constructo \"Orgulhoso\" para finalmente concluir com o constructo \"Evangélico\" (mediada pelo constructo \"Prazer Tribal\") da marca Harley-Davidson com a moderação negativa do \"Nível Educacional\" dos respondentes. Foram encontrados claros indícios que corroboram com a tese de que existem significantes quantidades de proprietários das motocicletas Harley-Davidson com tendências de serem consumidores evangélicos da marca, apesar de relevantes reservas quanto a atendimento e serviço em pós-venda, qualidade e modernidade do produto, desempenho e o preço de peças. No entanto, todos esses fatores são esquecidos quando avaliamos a relação com a marca, lealdade e, principalmente, quando aferimos que os índices dos atributos comportamentais da marca avaliados pelos indivíduos são sempre significantemente superiores quando comparados aos mesmos índices comportamentais em relação a eles próprios. O presente estudo sugere que possuir uma motocicleta Harley-Davidson, para muitos brasileiros, é uma espécie de \"rito de passagem\" para um mundo onde sua opinião e afirmação podem ser validades pela simples aquisição da marca. / We find in Brazil a precise ethnographic description of the experiential meaning of owning a Harley-Davidson motorcycle in which consumers tend to emulate and appreciate the rebellious image when relating to the motorcycle and the brand. Harley-Davidson brand communities amplify this feeling through sociability among their members, who share similar values, attitudes, and behaviors inherent in the meaning of the brand, and in many cases, this form of social organization and behavior are presented as radically different or opposites to the social organization and behaviors of the daily life of these same individuals. Our work proposes a theoretical framework that confirms the hierarchy of the Harley-Davidson brand constructs from the \"Enthusiast\" by the Harley-Davidson brand, soon after to the construct \"Proud\" to finally conclude with the \"Evangelical\" construct (mediated through the construct \"Tribal Pleasure\") with the negative moderation of the \"Educational Level\" of the respondents. We find clear evidence corroborating with the thesis that there are significant amounts of individuals owning Harley-Davidson motorcycles with acute tendencies to be evangelical consumers of the brand, despite significant reservations about after-sales service, quality and modernity of the product, performance and the price of parts. However, all these factors are neglected when assessing the relationship with the brand, loyalty and especially when we realize that the indices of the behavioral attributes of the brand evaluated by individuals are always significantly higher when compared to the same behavioral indices in relation to themselves. In other words, the study suggests that owning a Harley-Davidson motorcycle for many Brazilians is a kind of \"rite of passage\" for a world where your opinion and assertion may be valid by simply purchasing the brand.

Thesis (M.Com. (Business Management)) -- University of Limpopo, 2012