IDEAS home Printed from https://ideas.repec.org/h/spr/sprchp/978-3-319-20606-6_3.html
   My bibliography  Save this book chapter

Setting the Joint Transformation Agenda

In: Transformational Sales

Author

Listed:
  • Philip Kotler

    (Northwestern University)

  • Marian Dingena

    (MPCN, Action Learning & Business Coaching/Rotterdam School of Management)

  • Waldemar Pfoertsch

    (Pforzheim University)

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.

Suggested Citation

  • Philip Kotler & Marian Dingena & Waldemar Pfoertsch, 2016. "Setting the Joint Transformation Agenda," Springer Books, in: Transformational Sales, edition 1, chapter 3, pages 41-69, Springer.
    • Handle: RePEc:spr:sprchp:978-3-319-20606-6_3
    DOI: 10.1007/978-3-319-20606-6_3
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:sprchp:978-3-319-20606-6_3. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.