ESTABLISHING A NEW PRODUCT ON A NEW MARKET

An insight in sales activities when establishing a new product on a new market.

a perspective from a action-based researcher

1CLAES NORMAN

2

ResultR

B Background

T Theory

M Method

C Conclusion

+ =

B T M R C

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WHICH SALES ACTIVITES ARE VITAL WHEN LAUNCHING A NEW CONSUMER IT-PRODUCT ON A NEW MARKET?

B T M R C

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Theory

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Lean Startup

Startup Owners Manual

Sales

B T M R C

CRMsystem

push / pull

transactional

Consultive

prove/disaprovehypotheses

build-measure-learn

iterativt

customer relationship management

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Method

8B T M R C

Research period (10 weeks)

Theory studies(2 weeks)

Analysis(2 weeks)

Datainsamling (8 weeks)

Cycle 1 (2 weeks)

Cycle 3 (2 weeks)

Cycle 4 (2 weeks)

Cycle 2 (2 weeks)

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Case study Action-basedresearch

Abductive

B T M R C

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Q1: Which activites has been done today?Q2: What worked well with these?Q3: What worked less well with these?Q4: How can these activities develop?

B T M R C

11B T M R C

Form used for data collection

12B T M R C

Screenshot of data collection

13B T M R C

36 notes collected during the research

14B T M R C

Categorized into different categories

15B T M R C

36 notes boiled down to weekly summaries, to make the analysis easier.

16B T M R C

example of one weekly summary

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Result

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Cycle 1 Cycle 2 Cycle 3 Cycle 4

Customer interactionBooking meetingsFollow-upProspecting new customers

B T M R C

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Conclusions

20B T M R C

1 Spend as much time as possible with customers

2 Prospect new customers regularly

3 Continuously reflect and pivot how the the sales activities are done.

> Comparative study against big corporationsi.e. SKF, Volvo

> Case studies with more smaller companies

example offurther research

topics

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End.

Question?Shoot a email to:

clobbe.norman@gmail.com