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市場感知能力を基軸にした営業主導型組織の戦略的営業組織への進化 : ITサービス企業の事例分析, The Evolution from Sales-Driven Organization to Strategic Sales Organization Based on Market Sensing Capabilities : A Case Analysis of IT Service Companies

Author

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  • 宇野, 舞
  • Uno, Mai
  • 山下, 裕子
  • Yamashita, Yuko

Abstract

本研究は複数のIT サービス企業へのインタビューを通じて企業がどのように戦略的営業組織を構築し，その際にどのような制約に直面するのかを把握することを目指す．従来の営業組織の在り方には多様性があり，組織の在り方が異なれば顧客ニーズへのアプローチにも違いが生じる．従って，自社と市場の将来を見据える長期的視点を持ち，どの顧客のどのニーズに着目すると今後の事業に大きな利益があるかを現場の知見に基づいて見極めるという目標は同じでも，それを実現する市場感知能力を備えた組織の実現には必ずしも1 つの最適解が存在する訳ではないことが分かった．日本企業によく見られる営業による顧客ごとのニーズの深掘りとユニークな価値創造が強みの場合には，営業が短期的で狭い視野に囚われずに戦略的意思決定に関与できるようなサポートが必要である．

Suggested Citation

  • 宇野, 舞 & Uno, Mai & 山下, 裕子 & Yamashita, Yuko, 2022. "市場感知能力を基軸にした営業主導型組織の戦略的営業組織への進化 : ITサービス企業の事例分析, The Evolution from Sales-Driven Organization to Strategic Sales Organization Based on Market Sensing Capabilities : A Case Analysis of IT Service Compa," IIR Working Paper 22-04, Institute of Innovation Research, Hitotsubashi University.
    • Handle: RePEc:hit:iirwps:22-04
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