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Performance improvement of supplier-side e-tender-driven marketing process

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dc.contributor.author Gupta, Piyush.
dc.contributor.author Pranjal, Piyush.
dc.contributor.author Bera, Sasadhar.
dc.contributor.author Sarkar, Soumya.
dc.contributor.author Sachan, Amit.
dc.date.accessioned 2022-01-19T10:00:58Z
dc.date.available 2022-01-19T10:00:58Z
dc.date.issued 2021-11-02
dc.identifier.citation Gupta, P., Pranjal, P., Bera, S., Sarkar, S., & Sachan, A. (2021). Performance improvement of supplier-side e-tender-driven marketing process. International Journal of Productivity and Performance Management, 70(8), 2032-2051. https://doi.org/10.1108/IJPPM-11-2019-0534 en_US
dc.identifier.issn 1741-0401
dc.identifier.uri https://doi.org/10.1108/IJPPM-11-2019-0534
dc.identifier.uri http://idr.iimranchi.ac.in:8080/xmlui/handle/123456789/1016
dc.description.abstract Purpose – Considerable amount of purchases in business-to-business (B2B) markets make through the tendering process. As technology keeps driving B2B procurement, both the supplier/contractor and buyer firms have settled down in their respective roles in the electronic-tendering environment. Researchers have ignored the supplier-side e-tender-driven marketing process that might lead to substantively successful financial performance. The purpose of this study is to improve the performance of an e-tender-driven marketing process of an original equipment manufacturer (OEM) incorporating the stakeholder’s inputs. Design/methodology/approach – Discrete event simulation modelling (DESM) has been used as a methodology to model, analyse and improve the process with the involvement of stakeholders at every stage of the study. Different scenarios are analysed to identify the near-optimal scenario based on agreed-upon key performance indicators. Findings – Scenario that incorporated man-power sharing and eliminating avoidable activities gives the near optimal solution for implementation. Research limitations/implications – This study highlights that better insights can be gained by adopting the process-oriented view of the marketing–operations interface. Embracing a stakeholder-based consultative approach gives research a more practical outlook and reduces the gap between theory and practice. Suggestions for further research are provided. Practical implications – B2B organizations, where lines between marketing and operations are blurred, can improve their marketing processes by implementing operations research tools. Originality/value – This study provides an attempt to improve the performance of a supplier-side e-tender driven marketing process of an OEM using the DESM methodology incorporating stakeholder’s inputs. en_US
dc.language.iso en_US en_US
dc.publisher International Journal of Productivity and Performance Management en_US
dc.subject E-tender en_US
dc.subject Marketing process en_US
dc.subject Performance improvement en_US
dc.subject Discrete event simulation en_US
dc.subject Business to Business (B2B) en_US
dc.subject Stakeholder en_US
dc.subject IIM Ranchi en_US
dc.title Performance improvement of supplier-side e-tender-driven marketing process en_US
dc.type Article en_US
dc.volume 70 en_US
dc.issue 8 en_US


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