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Selected research reports |
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The
organisation of global marketing effort: An expert survey of
potentials and priorities. |
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Summary |
The
report
examines the demands on
(a) the organisation of marketing
and (b) the
management
of market-related information to
be addressed
by companies
competing in
internationally integrated markets. |
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Content |
An
identification and
elaboration on the ‘integration potentials’ in the organisation of
international
marketing
activities. |
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The
opinions of 25 experts on good
organisational practice in
meeting
the demands of
internationally
integrated
markets. |
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The
management of
customer-related information
and how it may
contribute to cross-border coordination and learning processes. |
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Big
words – small effort? Best practices in the development and
execution of customer-centred strategies. |
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Summary |
The
report describes and analyses best practices in the
development and execution of customer-centred strategies. It draws
on primary research by Unisys Corporation on the marketing and
sales processes of 105 best-in-class companies. |
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Content |
The
particular attributes of a management culture that supports the
development and execution of customer-centred strategies. |
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The
processes through which successful market strategies are developed. |
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The
design and implementation of sales and delivery processes that
contribute to customer satisfaction and retention. |
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The
role of metrics and information technology in the development and
execution of customer-centred strategies. |
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Published by |
Unisys
Corporation, Zurich, 1996. (Original title: Viele Worte – wenig
Taten? Best Practices in der Entwicklung und Umsetzung von
Strategien mit dem Kunden im Mittelpunkt.) |
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Citizens as customers: The transformation of public sector agencies
into customer-centred service organisations. |
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Summary |
The
report presents the findings from a survey by the Unisys Management
Consulting Group on the state of market-based reform in the Swiss
public sector. |
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Content |
An
interview-based
analysis of the state of market-based reform in a range of public sector agencies. |
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An
assessment of the performance effects of such reform (based
on
indicators on the cost and quality of services). |
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The
role of information technology as an ‘enabler’ of market-based
public sector reform. |
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Published in |
Neue Zürcher
Zeitung, Zurich, 1996 (Original title: Der Bürger als Kunde. Von der
Amtstube zur Service-organisation). |
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‘In-house’ customer information – A basis for focused marketing
effort. |
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Summary |
The
report outlines a
general
framework, illustrated by real-world cases, for
the management of customer
information
in support
of
market strategy decision-making and controlling. |
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Content |
A
generic categorisation
of customer information accessible within sales and delivery
processes in business-to-business markets. |
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Approaches to the development of
metrics and
measurement systems for
market strategy planning and controlling. |
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Issues to be considered in the alignment of customer information
reporting and processing with the requirements of market strategy
decision making. |
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Published in |
io Management,
ETH Zurich, 1992. (Original title: ‘Interne’ Kundendaten – Basis für
gezielte Marktbearbeitung.) Re-printed in: Ch. Belz & R. Müller (eds),
Näher zum Kunden (Zurich, Orell Füssli, 1996) |
