{"title":"EXPRESS: The Customer Success Community: an Exploration of Non-firm Epistemic Communities and Their Influence on a New Sales Practice","authors":"Roberto Madruga, Bryson Hilton, Hyeyoon Jung, Edison Renato Silva, Bryan Hochstein","doi":"10.1177/1069031x231222417","DOIUrl":null,"url":null,"abstract":"Customer Success (CS) Management is being implemented across global business markets. CS Management is unique, as it exists within a broader CS Community of professionals who actively support the new customer management practice. However, academic research has yet to investigate non-firm epistemic communities (i.e., knowledge related to a specific domain) that support CS Management and how they differ across geographic settings in ways that may affect the overall practice of CS Management. To address this gap, we investigate how the CS Community is implemented across countries that vary in their levels of uncertainty avoidance. We focus on the CS Community and its impact on CS Management operational factors that represent people, process, and performance factors of CS Management. Following a phenomenological approach, interviews from the United States, Brazil, and Portugal drive our findings and indicate different levels of reliance on the external CS Community to guide internal CS Management operational factors. Our research contributes by establishing the importance of the CS Community and by uncovering insights based on CS Managers’ perceptions of the CS Community and its effect on CS Management operational factors. We also offer salient insights into how managers can optimize CS Management operational factors, as well as provide a discussion of future research topics.","PeriodicalId":48081,"journal":{"name":"Journal of International Marketing","volume":"8 1","pages":""},"PeriodicalIF":4.9000,"publicationDate":"2023-12-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of International Marketing","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1177/1069031x231222417","RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0
Abstract
Customer Success (CS) Management is being implemented across global business markets. CS Management is unique, as it exists within a broader CS Community of professionals who actively support the new customer management practice. However, academic research has yet to investigate non-firm epistemic communities (i.e., knowledge related to a specific domain) that support CS Management and how they differ across geographic settings in ways that may affect the overall practice of CS Management. To address this gap, we investigate how the CS Community is implemented across countries that vary in their levels of uncertainty avoidance. We focus on the CS Community and its impact on CS Management operational factors that represent people, process, and performance factors of CS Management. Following a phenomenological approach, interviews from the United States, Brazil, and Portugal drive our findings and indicate different levels of reliance on the external CS Community to guide internal CS Management operational factors. Our research contributes by establishing the importance of the CS Community and by uncovering insights based on CS Managers’ perceptions of the CS Community and its effect on CS Management operational factors. We also offer salient insights into how managers can optimize CS Management operational factors, as well as provide a discussion of future research topics.
期刊介绍:
As the globalization of markets continues at a rapid pace, business practitioners and educators alike face the challenge of staying current with the developments. Marketing managers require a source of new information and insights on international business events. International marketing educators require a forum for disseminating their thoughts and research findings. Journal of International Marketing(JIM) is an international, peer-reviewed journal dedicated to advancing international marketing practice, research, and theory. Contributions addressing any aspect of international marketing management are published each quarter.