Mai Uno

This study explores the diversity of sales organizations and identifies organizational characteristics that contribute to customer selection aligned with business strategy and to promoting customer involvement in new product development. In recent BtoB markets, co-creation with customers is increasingly critical for competitive advantage, highlighting the importance of strategic sales. In Western contexts, strategic sales refers to an organization involved in strategic decision-making and value co-creation with selected customers, encroaching on strategic roles traditionally held by marketing. In Japan, however, “eigyo” often encompasses both marketing and sales functions, showing similarities to Western strategic sales. Previous studies on classifying sales organizations have assumed a traditional division between marketing and sales. However, given the evolving roles and strategic expansion of sales organizations, a more nuanced understanding of this spectrum is needed. Thus, this study conducts a cluster analysis using nine variables derived from prior research that reflect characteristics of strategic sales. The analysis identifies five distinct clusters.