Customer-centric leadership: How to manage strategic customers as assets in B2B markets

Christoph Senn (First Author), George S. Yip (Participant Author), Axel Thoma (Participant Author)

科研成果: 期刊稿件期刊论文

摘要

In this age of tough, global competition, companies in business-to-business markets need to rethink the way they manage their customer portfolio and interact with their customers. Customer managers with mainly sales- or relationship-oriented roles cannot leverage their business relationships with customers who seek co-creation. For such co-creation relationships, companies need to install network-oriented managers who systematically create value and reduce risk together with the customer. This article distinguishes three customer asset man- agement perspectives (i.e., sales, relationship, and network) that may be employed by customer managers at the supplier-customer interface. Following an explication of the evolving network perspective, it describes how firms can nurture the network perspective and the corresponding customer manager role in terms of mindset, context, and competence.
源语言英语
页(从-至)27-59
期刊California Management Review
55
3
DOI
出版状态已出版 - 2013

关键词

  • Business-To-Business
  • Co-Creation
  • Customer Asset Management
  • Supplier-Customer Relationships

成果物的来源

  • FT
  • ABDC-A
  • Scopus
  • SSCI

指纹

探究 'Customer-centric leadership: How to manage strategic customers as assets in B2B markets' 的科研主题。它们共同构成独一无二的指纹。

引用此