Venda baseada em valor : integrando RBV com marketing
Autor(a) principal: | |
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Data de Publicação: | 2017 |
Tipo de documento: | Dissertação |
Idioma: | por |
Título da fonte: | Biblioteca Digital de Teses e Dissertações do Mackenzie |
Texto Completo: | http://dspace.mackenzie.br/handle/10899/23640 |
Resumo: | The sales process has been changing over the years (BORG; YOUNG, 2004) and from this evolution the value-based selling (VBS) has arisen. VBS is the successor of consultative selling. The value-based selling is defined here as the identification, quantification and communication of value through the understanding of the customer's business, value proposition creation and communication to the customer. Understanding how value is created in the process of value-based selling is essential to respond the research question, which aims to identify the resources and capabilities that support the value-based selling on creating value to the customer from the marketing perspective. Raised literature identifies the need to study the association of value-based selling with the Resource-Based View (RBV) to analyze how the resources and capabilities, as part of the sales activities, can be combined and explored to generate value to the customer. This research was conducted in the information technology sector, more specifically, software companies. Customers and suppliers (sales team) were interviewed and the perception of value on both sides were analyzed, thus it was identified that resources and capabilities generate value in the value-based selling process. The research demonstrates that there is a synergy between the value perceived by the customers and the value generated by suppliers. As a result of interviews, it was identified two capabilities: understanding customer needs and sales team effectiveness; and one resource: sales tools that generate value in the value-based selling process. Therefore, the characterization of such resources and capabilities revealed that they are valuable, rare and they are also organized in a processes underpinning the creation of value in value-based selling. |
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2018-05-04T14:24:28Z2020-05-28T18:04:32Z2020-05-28T18:04:32Z2017-12-05AQUINO, Rita de Cássia Mascarenhas de. Venda baseada em valor : integrando RBV com marketing. 2017. 69 f. Dissertação (Mestrado em Administração de Empresas) - Universidade Presbiteriana Mackenzie, São Paulo.http://dspace.mackenzie.br/handle/10899/23640The sales process has been changing over the years (BORG; YOUNG, 2004) and from this evolution the value-based selling (VBS) has arisen. VBS is the successor of consultative selling. The value-based selling is defined here as the identification, quantification and communication of value through the understanding of the customer's business, value proposition creation and communication to the customer. Understanding how value is created in the process of value-based selling is essential to respond the research question, which aims to identify the resources and capabilities that support the value-based selling on creating value to the customer from the marketing perspective. Raised literature identifies the need to study the association of value-based selling with the Resource-Based View (RBV) to analyze how the resources and capabilities, as part of the sales activities, can be combined and explored to generate value to the customer. This research was conducted in the information technology sector, more specifically, software companies. Customers and suppliers (sales team) were interviewed and the perception of value on both sides were analyzed, thus it was identified that resources and capabilities generate value in the value-based selling process. The research demonstrates that there is a synergy between the value perceived by the customers and the value generated by suppliers. As a result of interviews, it was identified two capabilities: understanding customer needs and sales team effectiveness; and one resource: sales tools that generate value in the value-based selling process. Therefore, the characterization of such resources and capabilities revealed that they are valuable, rare and they are also organized in a processes underpinning the creation of value in value-based selling.O processo de vendas vem se modificando ao longo dos anos (BORG; YOUNG, 2004) e desta evolução surgiu a venda baseada em valor, sucessora da venda consultiva. A venda baseada em valor foi, aqui, definida como a identificação, quantificação e comunicação de valor por meio da compreensão do negócio do cliente, elaboração e comunicação da proposta de valor. Entender como o valor é criado no processo de venda baseada em valor é fundamental para responder à questão de pesquisa desse trabalho, que tem como objetivo identificar os recursos e capacidades que sustentam a venda baseada em valor na criação de valor para o cliente sob o ponto de vista de marketing. A literatura levantada identificou a necessidade de estudar a associação da venda baseada em valor com a Visão Baseada em Recursos (RBV) para analisar de que maneira os recursos e capacidades presentes na atividade de vendas podem ser combinados e explorados para gerar valor para o cliente. A presente pesquisa foi realizada no segmento de tecnologia da informação, mais especificamente, empresas de software. Foram entrevistados clientes e fornecedores, confrontadas a percepção de valor de ambos os lados e identificados os recursos e capacidades que geram valor no processo de venda baseada em valor. A pesquisa revelou que há sinergia entre o valor percebido pelos clientes e o valor gerado pelos fornecedores. Por meio das entrevistas, foram identificadas duas capacidades: entendimento das necessidades do cliente e eficácia da equipe de vendas; e um recurso: instrumentos de vendas, que geram valor no processo de venda baseada em valor. A caracterização de tais recursos e capacidades revelou que os mesmos são valiosos, raros e estão organizados em processos que sustentam a criação de valor na venda baseada em valor.Coordenação de Aperfeiçoamento de Pessoal de Nível Superiorapplication/pdfporUniversidade Presbiteriana MackenzieAdministração de EmpresasUPMBrasilCentro de Ciências Sociais e Aplicadas (CCSA)venda baseada em valorrecursos e capacidadescriação de valorCNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO::ADMINISTRACAO DE EMPRESASVenda baseada em valor : integrando RBV com marketinginfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisMarcondes, Reynaldo Cavalheirohttp://lattes.cnpq.br/5082252604805492Caldeira, AdilsonShiraishi, Guilherme de Fariashttp://lattes.cnpq.br/9221751891568516Aquino, Rita de Cássia Mascarenhas dehttp://tede.mackenzie.br/jspui/retrieve/16584/RITA%20DE%20C%c3%81SSIA%20MASCARENHAS%20DE%20AQUINO.pdf.jpghttp://tede.mackenzie.br/jspui/bitstream/tede/3582/2/RITA%20DE%20C%C3%81SSIA%20MASCARENHAS%20DE%20AQUINO.pdfvalue based sellingresources and capabilitiesvalue creationinfo:eu-repo/semantics/openAccessreponame:Biblioteca Digital de Teses e Dissertações do Mackenzieinstname:Universidade Presbiteriana Mackenzie (MACKENZIE)instacron:MACKENZIE10899/236402020-05-28 15:04:32.042Biblioteca Digital de Teses e Dissertaçõeshttp://tede.mackenzie.br/jspui/PRI |
dc.title.por.fl_str_mv |
Venda baseada em valor : integrando RBV com marketing |
title |
Venda baseada em valor : integrando RBV com marketing |
spellingShingle |
Venda baseada em valor : integrando RBV com marketing Aquino, Rita de Cássia Mascarenhas de venda baseada em valor recursos e capacidades criação de valor CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO::ADMINISTRACAO DE EMPRESAS |
title_short |
Venda baseada em valor : integrando RBV com marketing |
title_full |
Venda baseada em valor : integrando RBV com marketing |
title_fullStr |
Venda baseada em valor : integrando RBV com marketing |
title_full_unstemmed |
Venda baseada em valor : integrando RBV com marketing |
title_sort |
Venda baseada em valor : integrando RBV com marketing |
author |
Aquino, Rita de Cássia Mascarenhas de |
author_facet |
Aquino, Rita de Cássia Mascarenhas de |
author_role |
author |
dc.contributor.advisor1.fl_str_mv |
Marcondes, Reynaldo Cavalheiro |
dc.contributor.advisor1Lattes.fl_str_mv |
http://lattes.cnpq.br/5082252604805492 |
dc.contributor.referee1.fl_str_mv |
Caldeira, Adilson |
dc.contributor.referee2.fl_str_mv |
Shiraishi, Guilherme de Farias |
dc.contributor.authorLattes.fl_str_mv |
http://lattes.cnpq.br/9221751891568516 |
dc.contributor.author.fl_str_mv |
Aquino, Rita de Cássia Mascarenhas de |
contributor_str_mv |
Marcondes, Reynaldo Cavalheiro Caldeira, Adilson Shiraishi, Guilherme de Farias |
dc.subject.por.fl_str_mv |
venda baseada em valor recursos e capacidades criação de valor |
topic |
venda baseada em valor recursos e capacidades criação de valor CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO::ADMINISTRACAO DE EMPRESAS |
dc.subject.cnpq.fl_str_mv |
CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO::ADMINISTRACAO DE EMPRESAS |
description |
The sales process has been changing over the years (BORG; YOUNG, 2004) and from this evolution the value-based selling (VBS) has arisen. VBS is the successor of consultative selling. The value-based selling is defined here as the identification, quantification and communication of value through the understanding of the customer's business, value proposition creation and communication to the customer. Understanding how value is created in the process of value-based selling is essential to respond the research question, which aims to identify the resources and capabilities that support the value-based selling on creating value to the customer from the marketing perspective. Raised literature identifies the need to study the association of value-based selling with the Resource-Based View (RBV) to analyze how the resources and capabilities, as part of the sales activities, can be combined and explored to generate value to the customer. This research was conducted in the information technology sector, more specifically, software companies. Customers and suppliers (sales team) were interviewed and the perception of value on both sides were analyzed, thus it was identified that resources and capabilities generate value in the value-based selling process. The research demonstrates that there is a synergy between the value perceived by the customers and the value generated by suppliers. As a result of interviews, it was identified two capabilities: understanding customer needs and sales team effectiveness; and one resource: sales tools that generate value in the value-based selling process. Therefore, the characterization of such resources and capabilities revealed that they are valuable, rare and they are also organized in a processes underpinning the creation of value in value-based selling. |
publishDate |
2017 |
dc.date.issued.fl_str_mv |
2017-12-05 |
dc.date.accessioned.fl_str_mv |
2018-05-04T14:24:28Z 2020-05-28T18:04:32Z |
dc.date.available.fl_str_mv |
2020-05-28T18:04:32Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.citation.fl_str_mv |
AQUINO, Rita de Cássia Mascarenhas de. Venda baseada em valor : integrando RBV com marketing. 2017. 69 f. Dissertação (Mestrado em Administração de Empresas) - Universidade Presbiteriana Mackenzie, São Paulo. |
dc.identifier.uri.fl_str_mv |
http://dspace.mackenzie.br/handle/10899/23640 |
identifier_str_mv |
AQUINO, Rita de Cássia Mascarenhas de. Venda baseada em valor : integrando RBV com marketing. 2017. 69 f. Dissertação (Mestrado em Administração de Empresas) - Universidade Presbiteriana Mackenzie, São Paulo. |
url |
http://dspace.mackenzie.br/handle/10899/23640 |
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por |
language |
por |
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info:eu-repo/semantics/openAccess |
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openAccess |
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application/pdf |
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Universidade Presbiteriana Mackenzie |
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Administração de Empresas |
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UPM |
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Brasil |
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Centro de Ciências Sociais e Aplicadas (CCSA) |
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Universidade Presbiteriana Mackenzie |
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reponame:Biblioteca Digital de Teses e Dissertações do Mackenzie instname:Universidade Presbiteriana Mackenzie (MACKENZIE) instacron:MACKENZIE |
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Universidade Presbiteriana Mackenzie (MACKENZIE) |
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MACKENZIE |
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MACKENZIE |
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Biblioteca Digital de Teses e Dissertações do Mackenzie |
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Biblioteca Digital de Teses e Dissertações do Mackenzie |
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