Setting the Joint Transformation Agenda

Philip Kotler (), Marian Dingena () and Waldemar Pfoertsch
Additional contact information
Philip Kotler: Northwestern University
Marian Dingena: MPCN, Action Learning & Business Coaching/Rotterdam School of Management
Waldemar Pfoertsch: Pforzheim University

Chapter 3 in Transformational Sales, 2016, pp 41-69 from Springer

Abstract: Abstract The focus of chapter 3 is on advancing your sales to a strategic level, moving it away from the actual selling of existing products and services to engaging in business conversations with strategic customers and other parties in the value network. Shaping the joint future and reinventing both the customer and supplier business, requires a joint transformation agenda to be set. The chapter provides you the principles of the Extended Decision Making Unit and instruments to build Customer Insight beyond articulated needs. Additionally a different perspective on the possible supplier offering is given by focussing on the supplier adaptive capabilities grid. The authors encourage you to develop a vision on the release of untapped customer business potential and to develop a joint strategic focus. The Customer/ Supplier collaboration matrix is provided as a practical aid to discover value innovation opportunities with the strategic customers and set the joint transformation agenda.

Keywords: Decision Make Unit; Customer Business; Industry Trend; Decision Make Unit; Customer Insight (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-319-20606-6_3

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DOI: 10.1007/978-3-319-20606-6_3

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