Anna Lindenau
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Lindenau
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  • Publication
    Type: journal article
    Journal: Marketing Review St. Gallen
    Volume: 34
    Issue: 4
    URI: https://www.alexandria.unisg.ch/handle/20.500.14171/102148
  • Publication
    Business-to-Business-Kunden differenziert bearbeiten. Beschaffungssituationen, Zusammenarbeitsmodelle und Implementierungspfade.
    (Universität St. Gallen, 2022-09-19)
    Lindenau, Anna
    In order for business-to-business supplier companies to be able to work with their customers in a situational and needs-oriented manner, a uniform approach to customer management is no longer sufficient. Rather, different forms of collaboration and interaction are needed to effectively address changing customer needs. While suppliers have already started to implement first approaches in practice, scientific research in this field is still lacking. This dissertation examines how suppliers can use interaction models to work with their customers in a differentiated way. Drawing on a literature review as well as an explorative study, relevant topics of interest were identified. On this basis, a holistic framework was developed, which covers the procurement situation and the interaction with the customer within a transaction, as well as the result of this interaction. The framework was empirically concretized on the basis of four case companies and further substantiated in validation workshops with experts from practice and science. The following four ideal-typical procurement situations in business-to-business transactions were identified, which differ as follows: The focus lies either on (1) cost efficiency, (2) maximizing performance, (3) easing the burden in the value creation process, or (4) enhancing the company's innovative strength of the company. Based on the procurement situations, four interaction models were derived which optimally address the situation-specific requirements. These are: (1) Lean & Cost-Efficient, (2) Flexible & Performance-Driven, (3) Integrated & Supportive, (4) Tailored & Innovative. The first two models are centered on standardized offers and efficient processing. The last two models are characterized by complex and individualized products and services whose specification and processing require close interaction between supplier and customer. Finally, implementation guidelines are presented for each model.
    Type: doctoral thesis
    URL: https://nbn-resolving.org/urn:nbn:ch:bel-2340560
    URI: https://www.alexandria.unisg.ch/handle/20.500.14171/108257