Стиль руководства как основа ориентации продавцов на потребителя

Шток Рут Мария; Хойер Уэйн Д.

Обзор литературы;

Теоретическая схема и гипотезы;

Метод исследования;

Результаты исследования;

Обсуждение результатов;

Продажи CRM

Руководство Отношения с подчиненными

B2B

Аннотация

Тема ориентации на потребителей привлекает все большее внимание как теоретиков, так и практиков маркетинга. Один из самых обсуждаемых вопросов этой темы – стиль руководства, который рассматривается как одна из движущих сил в ориентации продавца на покупателя. Если руководитель компании демонстрирует ярко выраженную ориентацию на потребителей, то это должно оказывать сильное воздействие на поведение его подчиненных. Однако нельзя сказать, что по данной проблеме имеется достаточно исследований. Авторы настоящей статьи предлагают теоретическую схему стиля руководства, которая идентифицирует три ключевых аспекта: формирование структуры, создание атмосферы предупредительности и выработка ориентации на потребителя. Затем разрабатываются и эмпирически изучаются гипотезы, связывающие эти аспекты с типами отношений и моделями поведения, ориентированными на потребителя. Результаты подтверждают наличие трех аспектов упомянутого стиля руководства и свидетельствуют о различном влиянии этих аспектов на типы отношений, ориентированных на потребителя. В заключение обсуждается научное и практическое значение результатов исследования.

Журнал: «Маркетинг-дайджест» — №3, 2005 (© Издательский дом Гребенников)

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Шток Рут Мария

Кафедра организации, Университет бундесвера, Гамбург (Германия).

Хойер Уэйн Д.

Кафедра маркетинга, Техасский университет в Остине (США).

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