Nakupno vedenje kupca inovativnega izdelka in izzivi prilagajanja prodajnih aktivnosti
DOI:
https://doi.org/10.32015/JIBM.2021.13.2.2Ključne besede:
inovativen izdelek, nakupno vedenje, načini prodaje, prodajno osebjePovzetek
Članek opisuje izzive, s katerimi se soočajo mnoga inovativna podjetja, ki poskušajo uspešno lansirati nove izdelke na tržišče. Glede na obstoječe raziskave, ki potrjujejo, da velik delež na novo lansiranih izdelkov komercialno ne uspe, je namen raziskave raziskati, na kakšne načine lahko organizacija uspešno prispeva k uspešnosti izdelka predvsem prek aktivnosti prodajne službe oz. natančneje prodajnega osebja, ki opravi prvi stik s kupci. Njihova naloga je pri inovativnejših izdelkih še kompleksnejša, saj se tovrstna prodaja razlikuje od običajne, obenem pa zahteva tudi dobro razumevanje, kako se kupci vedejo in kako razmišljajo. Kredibilne izkušnje na tem področju ima prodajno osebje slovenskih podjetij, ki je v izvedeni raziskavi podalo svoj pogled, mnenja in izkušnje o načinu prodaje inovativnih izdelkov in kako se ta razlikuje od prodaje izdelkov, ki so na trgu že znani.
Literatura
Abbas, M. et al. (2017) ‘The effect of innovation and consumer related factors on consumer resistance to innovation’, 4, p. 1312058. doi: 10.1080/23311975.2017.1312058.
Ahearne, M. et al. (2010) ‘Managing sales force product perceptions and control systems in the success of new product introductions’, Journal of Marketing Research, 47(4), pp. 764–776. doi: 10.1509/jmkr.47.4.764.
Ahearne, M. (2019) ‘Selling New Products: What Really Works’. Marketing Science Institute, 25 November.
Atuahene-Gima, K. (1997) ‘Adoption of new products by the sales force: The construct, research propositions, and managerial implications’, Journal of Product Innovation Management, 14(6), pp. 498–514. doi: 10.1016/s0737-6782(97)00060-x.
Bodlaj, M. (2009) Povezanost med tržno naravnanostjo, inovacijami in uspešnostjo podjetja - konceptualni model in empirična preverba. Doktorska disertacija.
Boleslavsky, R., Cotton, C. S. and Gurnani, H. (2016) ‘Demonstrations and Price Competition in New Product Release’, Management Science, pp. 1–12. doi: 10.1287/mnsc.2016.2449.
Van der Borgh, W. (2012) Selling New Products. doi: 10.6100/IR735420.
Cooper, R. G. (2020) Doing it Right: Winning with New Products, Ivey Business Journal.
Fu, F. Q. et al. (2010) ‘Motivating salespeople to sell new products: The relative influence of attitudes, subjective norms, and self-efficacy’, Journal of Marketing, 74(6), pp. 61–76. doi: 10.1509/jmkg.74.6.61.
Gourville, J. T. (2006) Eager Sellers and Stony Buyers: Understanding the Psychology of New-Product Adoption, Harvard Business Review. Available at: https://hbr.org/2006/06/eager-sellers-and-stony-buyers-understanding-the-psychology-of-new-product-adoption (Accessed: 21 September 2021).
Hohenberg, S. and Homburg, C. (2016) ‘Motivating sales reps for innovation selling in different cultures’, Journal of Marketing, 80(2), pp. 101–120. doi: 10.1509/jm.14.0398.
Hoyer, W. D. and MacInnis, D. J. (2007) Consumer Behavior. 4th edition. Houghton Mifflin Company.
Huang, Y. et al. (2020) ‘Selling Innovative Products to Anxious Consumers’, pp. 29–46. doi: 10.1007/978-3-030-31733-1_2.
Hultink, E. J. and Atuahene-Gima, K. (2000) ‘Effect of sales force adoption on new product selling performance’, Journal of Product Innovation Management, 17(6), pp. 435–450. doi: 10.1111/1540-5885.1760435.
Johnston, M. W. and Marshall, G. W. (2016) Sales Force Management: Leadership, Innovation, Technology. Twelfth Ed. New York: Routledge by Taylor & Francis Group.
Kauppila, O. P., Rajala, R. and Jyrämä, A. (2010) ‘Antecedents of salespeople’s reluctance to sell radically new products’, Industrial Marketing Management, 39(2), pp. 308–316. doi: 10.1016/j.indmarman.2008.11.003.
Leslie, M. and Holloway, C. A. (2006) The Sales Learning Curve, Harvard Business Review. Available at: https://hbr.org/2006/07/the-sales-learning-curve (Accessed: 23 December 2020).
OECD/Eurostat (2005) Oslo Manual: Guidelines for Collecting and Interpreting Innovation Data, 3rd Edition, The Measurement of Scientific and Technological Activities. 3rd Editio, Communities. 3rd Editio. Paris: OECD. Available at: https://stats.oecd.org/glossary/detail.asp?ID=6868 (Accessed: 25 January 2021).
Ram, S. and Sheth, J. N. (1989) ‘Consumer Resistance to Innovations: The Marketing Problem and its solutions’, Journal of Consumer Marketing, 6(2), pp. 5–14. doi: 10.1108/EUM0000000002542.
Rogers, E. M. (2003) Diffusion of Innovations. 5th Edition. New York: Simon & Schuster.
Schreier-Fleming, M. (2016) 3 Questions Before You Sell a New Product . Available at: https://www.bestatselling.com/3-questions-to-sell-a-new-product/ (Accessed: 23 May 2021).
Sharma, A. and Sagar, M. (2018) ‘New product selling challenges (key insights in the ICT sector)’, Journal of Indian Business Research, 10(3), pp. 291–319. doi: 10.1108/JIBR-11-2017-0216.
Smith, K. H. et al. (2013) Selling Innovation: A guide to structuring a complete start-up revenue capture process . 1st Edition. CreateSpace Independent Publishing Platform.
Stanovnik, P. and Kavaš, D. (2019) Inovacijski Management. Maribor.
Steenburgh, T. and Ahearne, M. (2018) ‘How to sell new product’, Harvard Business Review, (December), pp. 92–102.
Tidd, J. and Bessant, J. (2018) Managing innovation : integrating technological, market and organizational change. 6th Editio. Hoboken: Wiley.
Tredgold, G. (2018) 4 Reasons Why You Need To Focus On Innovation, Inc. Available at: https://www.inc.com/gordon-tredgold/4-reasons-why-you-need-to-focus-on-innovation.html (Accessed: 26 January 2021).
Turk, J. (2010) Trženje [Elektronski vir] : gradivo za 1. letnik . Ljubljana: Zavod IRC. Available at: http://www.zavod-irc.si/docs/Skriti_dokumenti/ (Accessed: 23 December 2020).
Weitz, B. A., Sujan, H. and Sujan, M. (1986) ‘Knowledge, Motivation, and Adaptive Behavior: A Framework for Improving Selling Effectiveness’, Journal of Marketing, 50(4), pp. 174–191. doi: 10.1177/002224298605000404.
Prenosi
Objavljeno
Številka
Rubrika
Licenca
Avtorske pravice so zaščitene s Creative Commons Priznanje avtorstva-Deljenje pod enakimi pogoji 4.0 Mednarodna CC BY-SA 4.0 in jih avtorji ohranijo v okviru te licence. Za objavo svojega članka, vključno s povzetkom, prenesejo avtorji avtorske oz. licenčne pravice na revijo MIP = JIBM. To nam omogoča popolno zaščito avtorskih pravic ter razširjanje članka in revije MIP=JIBM v najširši možni krog bralcev revije v elektronski obliki. Avtorji so sami odgovorni za pridobitev dovoljenja za razmnoževanje avtorskega gradiva iz drugih virov.
