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How Alliance Managers Sell Products with their own competitors? An Exploratory Research Estelle PELLEGRIN-BOUCHER ERFI Christophe FOURNIER CR2M Hervé FENNETEAU CR2M Université Montpellier 1. Some examples of coopetition. - PowerPoint PPT Presentation
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How Alliance Managers Sell Products with their own competitors?An Exploratory Research
Estelle PELLEGRIN-BOUCHERERFI
Christophe FOURNIERCR2M
Hervé FENNETEAUCR2M
Université Montpellier 1
Some examples of coopetition
• Retailing : alliances between big and small firms (to reduce costs and better negociate with major outlets). Concerns Food, textile, hygiene etc.
• Financial Industry : Credit Card
• IT : Oracle, IBM, HP (hardware and software), + consulting firms sell together their products to their clients (especially in B to B marketing)
Agenda
• What is Coopetition ?
• Representation of the concept of coopetition in the selling area
• Research Question: case 1 ?
• Methodology
• Results & Implications
• Contribution and limits
What is Coopetition ?
• Case of alliance between competitors• Differences with an alliance :
– cooperate AND compete at the same time• In literature about alliance
– KSF are trust & cooperation• In literature about coopetiton
– KSF are cooperating & competing
The situation
• According to our knowledge, very few theorical and empirical studies in the sales field,
• Implementation of a sales coopetition strategy raises sales management questions
Representation of the concept of coopetition in the selling area
BUYER
Firm A
TraditionalSales force
Alliance Manager A Alliance Manager B
Traditional Salesforce
Firm B
Sales Force A Sales Force B
Case 1
BUYER
Firm A
TraditionalSales force
Alliance Manager A
Alliance Manager B
Traditional Salesforce
Firm B
Sales Force A Sales Force B
How will cooperation between these two alliances mangers work?
BUYER
Firm A
TraditionalSales force
Alliance Manager A
Alliance Manager B
Traditional Salesforce
Firm B
Sales Force A Sales Force B
Case 2
How managing this special category of salespeople or alliance managers ?
BUYER
Firm A
TraditionalSales force
Alliance Manager A
Alliance Manager B
Traditional Salesforce
Firm B
Sales Force A Sales Force B
Case 3
How to manage a global sales force intra-firm ?
Research Question: case 1 ?
• how alliance managers, who are in charge of commercial and marketing alliances, manage to create joint commercial solutions with their competing partners and
• how they promote the solutions of their own companies to these particular partners
Methodology
• Four Cases Studies
• IT area
• 2 successes, 2 failures
Results
• Factors of Success– Joint solutions suit customers needs, – long term relationships, – reactivity
• Factors of Failure– lack of coopetition strategy at the firm level,– internal organization weaknesses, – lack of alliance management– personal dysfunctions, – change in the environment (legal, economic etc.)
Implications and Ways of research
- The influence of customers on the type of sales (coopetition or not)
- This type of relationships (coopetition) is more and more frequent, specially in B to B marketing but it is always difficult and complex.
- There are a lot of failure because when the deals does not work the relationship is stopped and when the deal works it is always difficult to share the cake
- The importance to get salespeople involved in that type of relationship LWT ?
Contribution
• Some existing literature about commercial alliances
but
• Coopetition is a new theorical field and specific case of alliance
• Very few about sales management and coopetition
Limitations & Futur Researches
• External validity : study other situations
• Study the two other cases (2 &3)
• Other ways of data collection (network
analysis, ethnographic methodology
Thank You Very Much !!