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En analyse af IBM Systems’ salgskanal med henblik på at styrke salget af storage
An analysis of IBM Systems sales channel in order to increase the sales of storage
AFHANDLING Copenhagen Business School
Udarbejdet af: Louise Helt (180589-2656) Mathilde Frydensbjerg Christensen (261189-1248) Vejleder: Bettina Berg
Studie: Cand.merc.(kom.) Dato: 17. maj 2016
Sider: 107,3 Anslag: 244.038
Kontraktnr: 4902
1
INDHOLDSFORTEGNELSE
ABSTRACT .............................................................................................................................. 4
1. INDLEDNING...................................................................................................................... 5
1.1 PROBLEMFELT ........................................................................................................................ 6 1.2 PROBLEMFORMULERING ................................................................................................... 7
1.2.1 UDDYBELSE AF PROBLEMFORMULERINGEN ........................................................... 7 1.3 AFGRÆNSNING ....................................................................................................................... 7 1.4 BEGREBSAFKLARING ........................................................................................................... 8 1.5 TILGANG TIL KOMMUNIKATION ................................................................................... 10 1.6 KAPITELGENNEMGANG .................................................................................................... 11
2. CASEBESKRIVELSE ....................................................................................................... 13
2.1 VIRKSOMHEDSBESKRIVELSE .......................................................................................... 13 2.2 SITUATIONSBESKRIVELSE ............................................................................................... 14 2.3 OVERSIGT OVER INFORMANTER ................................................................................... 16
3. METODE ............................................................................................................................ 17
3.1 VIDENSKABSTEORETISKE STÅSTED ............................................................................. 17 3.2 CASESTUDIE ........................................................................................................................... 19 3.3 KVALITATIV METODE ........................................................................................................ 20 3.4 KVALITATIVE INTERVIEWS ............................................................................................. 21
3.4.1 FORBEREDELSE .............................................................................................................. 21 3.4.2 DATAINDSAMLING ........................................................................................................ 22
3.5 PRIMÆR DATA ...................................................................................................................... 22 3.5.1 KVALITATIVE INTERVIEWS MED AKTØRERNE ...................................................... 22 3.5.2 VALG AF INFORMANTER .............................................................................................. 22 3.5.3 REKRUTTERING .............................................................................................................. 24 3.5.4 SPØRGETEKNIK - SEMISTRUKTURERET INTERVIEW ............................................ 25 3.5.5 INTERVIEWGUIDES ........................................................................................................ 25 3.5.6 INTERVIEWSITUATIONEN ............................................................................................ 25 3.5.7 KVANTITATIV UNDERSØGELSE AF IBM’S IDENTITET .......................................... 26 3.5.8 KVANTIFICERING AF PARTNERNES PRIORITERINGSRÆKKEFØLGE ................ 26
3.6 SEKUNDÆR DATA ................................................................................................................ 27 3.6.1 IDC STORAGE TRACKER OG IBM ÅRSRAPPORT ..................................................... 27 3.6.2 TILFREDSHEDSUNDERSØGELSE................................................................................. 27
3.7 DATAKVALITET .................................................................................................................... 27 3.8 FORSKERNE BAG AFHANDLINGEN ................................................................................ 29
2
3.8.1 IBM SOM ARBEJDSPLADS ............................................................................................. 30 3.9 ANALYSESTRATEGI ............................................................................................................ 31
3.9.1 KODNING .......................................................................................................................... 32 4. LITTERATUROVERBLIK.............................................................................................. 33
4.1 NETVÆRKSBASEREDE TENDENSER .............................................................................. 33 4.1.1 NETVÆRKSØKONOMIEN .............................................................................................. 34 4.1.2 RELATIONSHIP MARKETING ....................................................................................... 35
4.2 BRANDFORSTÅELSE ............................................................................................................ 36 4.2.1 CORPORATE BRANDING 1.0 ......................................................................................... 37 4.2.2 CORPORATE BRANDING 2.0 ......................................................................................... 38 4.2.3 NETVÆRKSBRANDING 3.0 ............................................................................................ 38
5. DEN TEORETISKE POSITION ..................................................................................... 40
5.1 PORTERS VÆRDIKÆDE ..................................................................................................... 40 5.1.1 PORTERS VÆRDINETVÆRK .......................................................................................... 41 5.2 NETVÆRKSANALYSE .......................................................................................................... 42 5.3 DE TRE TILLIDSKOMPONENTER .................................................................................... 43 5.3.1 B2B RELATIONSHIP LIFECYCLE .................................................................................. 44
5.3.1.1 PRE-RELATIONSHIP STAGE ....................................................................................... 44 5.3.1.2 EARLY INTERACTION STAGE ................................................................................... 45 5.3.1.3 RELATIONSHIP GROWTH STAGE ............................................................................. 46 5.3.1.4 PARNERSHIP STAGE .................................................................................................... 46 5.3.1.5 RELATIONSHIP END STAGE ...................................................................................... 46
5.4 ET STÆRKT CORPORATE BRAND - VCI ........................................................................ 47 5.4.1 VISION ............................................................................................................................... 48 5.4.2 KULTUR ............................................................................................................................. 48 5.4.3 IMAGE ................................................................................................................................ 49 5.4.4 GAP-ANALYSE ................................................................................................................. 49
6. ANALYSE .......................................................................................................................... 51
6.1 IBM’S INTERNE FORHOLD I NETVÆRKET .................................................................. 51 6.1.1 VIRKSOMHEDENS INFRASTRUKTUR OG UDGÅENDE LOGISTIK ....................... 52 6.1.2 MENNESKELIGE RESSOURCER ................................................................................... 54 6.1.3 PRODUKTION SAMT PRODUKTIONS- OG TEKNOLOGIUDVIKLING ................... 56 6.1.4 SALG .................................................................................................................................. 57 6.1.5 MARKETING ..................................................................................................................... 59 6.1.6 OPSUMMERING ............................................................................................................... 61
6.2 NETVÆRKSANALYSE OG PARTNERCYKLUS .............................................................. 62
3
6.2.1 SOCIAL STRUKTUR ........................................................................................................ 62 6.2.2. LÆRING ............................................................................................................................ 67 6.2.3 NETVÆRKSEKSTERNALITETER .................................................................................. 69
6.2.4 PARTNERSKABSSTADIER ............................................................................................... 72 6.2.4.1 NYE PARTNERE ............................................................................................................ 72 6.2.4.2 NUVÆRENDE PARTNERE ........................................................................................... 72 6.2.5 OPSUMMERING ............................................................................................................... 73
6.3. IBM’S IDENTITET I NETVÆRKET ................................................................................... 74 6.3.1 VISION ............................................................................................................................... 74 6.3.2 KULTUR ............................................................................................................................. 77 6.3.3 IMAGE ................................................................................................................................ 80 6.3.4 GAP-ANALYSE ................................................................................................................. 84
6.4. DELKONKLUSION ............................................................................................................... 86 7. DISKUSSION ..................................................................................................................... 91
7.1 ANBEFALINGER .................................................................................................................... 91 7.2 FORVENTNINGSAFSTEMNING ......................................................................................... 93 7.3 ERFARING ............................................................................................................................... 95 7.4 MARKEDSFØRINGSAKTIVITETER ................................................................................. 97 7.5 DELKONKLUSION ................................................................................................................ 99
8. KONKLUSION ................................................................................................................ 101
9. KRITISKE REFLEKSIONER ....................................................................................... 104
9.1 EMPIRISKE OVERVEJELSER .......................................................................................... 104 9.2 METODISKE OVERVEJELSER ........................................................................................ 105 9.3 TEORETISKE OVERVEJELSER ....................................................................................... 105
10. PERSPEKTIVERING ................................................................................................... 107
11. REFERENCELISTE ..................................................................................................... 109
109
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