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 |