Kenneth Le Meunier-FitzHugh

Kenneth Le Meunier-FitzHugh
University of East Anglia | UEA · Norwich Business School

Doctor of Philosophy

About

58
Publications
15,724
Reads
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1,534
Citations
Citations since 2016
31 Research Items
1308 Citations
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Introduction
I am currently a Associate Professor in Marketing and Sales at the University of East Anglia. I have a number of academic papers focussing on the creating customer value and the improvement of the sales and marketing interface and have received several awards at international academic conferences for presentations in my specialist area. My interest in the sales and marketing interface was kindled during my industrial career.
Additional affiliations
January 2009 - June 2020
University of East Anglia
Position
  • Professor (Associate)
August 2007 - December 2008
Cranfield University
Position
  • Sales Professional
July 2006 - August 2007
Birkbeck, University of London
Position
  • Lecturer

Publications

Publications (58)
Article
We examine how to encourage collaboration between local sales and marketing teams in multinational enterprise (MNE) subsidiaries in order to successfully commercialize new product launches by creating integrated, locally adapted implementation plans. Empirical research within six subsidiaries of an MNE operating in southern Latin America found that...
Chapter
This chapter assesses marketing segmentation, targeting, and positioning, and considers the role of branding. Marketing segmentation ensures that the organization’s resources are directed at the customer segments that are going to provide the best returns. The four generic segmentation methods that are commonly used to group customers by their over...
Chapter
This chapter explores promotions, which are made up of a range of marketing communication tools that are critical in supporting the organization’s offer and conveying their brand values. They are designed to reach, interest, and engage customers in conversations and to encourage them to purchase their products. Promotional tools include advertising...
Chapter
This chapter discusses how marketing is changing in response to external influences. Nothing has been more transforming to the function of marketing than the development of the internet, digitalization, and, more recently, artificial intelligence. The growth of social media has provided new opportunities for communicating and establishing relations...
Chapter
This chapter examines marketing research, one of the most engaging parts of marketing, as it is the opportunity for organizations to evaluate marketing performance, uncover customer behaviours, and explore their preferences. Marketing research covers a range of activities which may be positioned as either problem-identification research or problem-...
Book
Marketing: A Very Short Introduction provides a general overview of the function and importance of marketing to modern organizations. Marketing is pivotal in today’s world as it stands at the interface between customers and businesses, determining and responding to customer needs, while also providing competitor and customer information to an organ...
Chapter
This chapter highlights the product (goods or services) that the organization provides to their customers to generate money by satisfying their needs. Product characteristics can be configured or manipulated to meet the needs of various target customer groups. The concept of the product lifecycle helps marketers to decide how and when to market var...
Chapter
This chapter addresses the importance of understanding both consumer and buyer behaviours in order for marketers to create effective marketing campaigns. Consumer and buyer behaviours are those actions undertaken when obtaining goods and services. By understanding how consumers think and how they behave during buying decision-making and purchasing...
Chapter
This chapter discusses the nature and origins of marketing. Marketing covers a wide range of essential business activities which ensure that customers can obtain the products and services that they want and need, when and how they want them. The most common applications of marketing are consumer marketing, business-to-business marketing, service ma...
Chapter
This chapter studies the elements of price and distribution, which are important parts of marketing strategy. Pricing is critical in that it directly relates to the revenues generated by the organization and consequently affects its profitability. Pricing also has a strategic impact as it can be used to create competitive advantage in the marketpla...
Article
As far back as the industrial revolution, significant development in technical innovation has succeeded in transforming numerous manual tasks and processes that had been in existence for decades where humans had reached the limits of physical capacity. Artificial Intelligence (AI) offers this same transformative potential for the augmentation and p...
Article
The importance of effective sales and marketing working relationships is well known and this article examines the effectiveness of various coordination mechanisms used to improve this cross-functional relationship. Six coordination mechanisms are measured to identify their effect on sales and marketing conflict and collaboration, which in turn infl...
Article
Full-text available
Recognizing the rapid advances in sales digitization and artificial intelligence technologies, we develop concepts, priorities, and questions to help guide future research and practice in the field of personal selling and sales management. Our analysis reveals that the influence of sales digitalization technologies, which include digitization and a...
Chapter
This study is rooted in the literature associated with the development of sales relationships (transactional and relational) and key account management, as well as the literature on the growing importance of aligning sales interactions with the buyer’s value perceptions. Relationship marketing continues to advocate the importance of sellers buildin...
Article
This study explores the communication of reciprocal value propositions in buyer-seller interaction and examines whether each party's value proposition is congruent with the value sought by their respective counterpart. Through 31 in-depth interviews with customers and salespeople from six professional service organizations, it was found that while...
Chapter
Studies into the sales and marketing interface have neglected the relationship between market orientation and collaboration between sales and marketing. We found that market intelligence processes and management attitudes towards coordination have positive impacts on market orientation, which then has benefits for collaboration between sales and ma...
Book
The main aim of this book is to consider how the sales function informs business strategy. Although there are a number of books available that address how to manage the sales team tactically, this text addresses how sales can help organizations to become more customer oriented. Many organizations are facing escalating costs and a growth in customer...
Chapter
The management of innovation is a strategic contributing factor for firms to achieve competitive advantage (Elenkov and Manev 2005) and superior performance (Zahra et al. 2000). However, little has been written about new product development processes within the fast moving consumer goods (FMCG) industry (Francis et al. 2008). Firms’ performance is...
Chapter
This research investigates the impact of sales and marketing collaboration on the customer’s propensity to purchase and customer value, thereby extending the current research into the sales and marketing interface. Prior research has established that sales departments may fail to support marketing initiatives and that marketing been known to fail t...
Chapter
Getting out of a buyer–seller relationship gone bad can be even worse than an ugly divorce, with a multitude of examples for transgressions in business‐to‐business (B2B) relationships making headlines every year. But what happens to the relationship after a transgression has occurred? For example, Karachi Electric Supply Corporation (KESC) threaten...
Chapter
Value and the concept of value co-creation in marketing networks are growing in importance in providing competitive advantage in increasingly saturated markets. Service-Dominant logic (S-D logic) revolves around the concept that value is always co-created by customers and organizations together (Gronroos, 2006; Vargo and Lusch, 2004; 2008). This st...
Chapter
This paper considers the role that rewards play in improving sales and marketing coordination. The findings highlighted that organizations may use an aligned rewards to encourage greater collaboration between sales and marketing personnel, but that this needs receive support from senior managers through goal and activity alignment to be effective.
Chapter
Full-text available
This paper presents the results of a large-scale qualitative study exploring what sales people actually do in live sales meetings. The findings show that sales people spend too much time talking and demonstrate poor listening, value discussing, and negotiating skills, suggesting the need for a different emphasis in sales training.
Chapter
This paper considers the role that the sales function plays in the development of a Service-Dominant logic. A single case study provides evidence from an organization that is in transition between goods-dominant logic to a service-dominant one. The study concludes that sales will need to evolve additional skills to adopt a Service-Dominant logic.
Chapter
Studies into the sales and marketing interface have highlighted that inter-functional conflict exists between sales and marketing. This study examines if cross-functional activities can reduce this conflict. We found that cross-functional meetings do reduce inter-functional conflict, but that cross-functional training, job rotation and cross-functi...
Article
We examine how value co-creation is engendered in transactional and relational interaction in a professional business-to-consumer (B2C) service industry through exploratory interviews with six organisations’ sales personnel and their customers. A dyadic model and propositions conceptualise the process of value co-creation at the interpersonal level...
Chapter
Sales management is the organization and control of the sales force. Sales management includes the recruitment, training, and motivation of a sales team that meets the needs of the market environment. Sales management also includes organization of sales territories, setting objectives, establishing budgets, and evaluating performance.
Chapter
The field sales force is employed to manage the organization's customers and covers a number of functions including, customer selection and retention, customer relationship management, presenting product/service offers, guiding buyer decision-making, negotiation, and managing sales technology/reporting. Field sales personnel need to be good communi...
Chapter
Sales territories are the customers allocated to a salesperson or group. Territories can be organized either by geographical area or by product/customer grouping. The selection of the structure for a territory will depend on the balance of costs of implementation against the benefits gained by the customers and organization.
Article
The co-creation of value is one of the key dynamic processes taking place within customer relationships. This paper emphasizes the importance of interaction between the customer and salesperson for the co-creation of value and theorizes how co-creation can be established between these actors through joint exploration of the customer’s value systems...
Article
This research was carried out using five case studies and a survey to discover how sales and marketing managers are rewarded and if alignment of rewards can improve collaboration between sales and marketing and/or reduce inter-functional conflict. In addition, it examined the role of senior managers' support for coordination on sales/marketing coll...
Article
This study explores the implications of an organization moving toward service-dominant logic (S-D logic) on the sales function. Driven by its customers' needs, a service orientation by its nature requires personal interaction and sales personnel are in an ideal position to develop offerings with the customer. However, the development of S-D logic m...
Article
The relationship between sales and marketing has generated considerable academic interest in recent years, with studies focusing on how the interface can be improved. However, prior research has neglected an important aspect of this interface: the relationship between market orientation and collaboration between sales and marketing. This study cons...
Book
The Oxford Handbook of Strategic Sales and Sales Management is an overview of the current academic research in the sales area. The authors are all leading academics in the field of sales and marketing management. Sales theory is experiencing a renaissance driven by a number of factors, including building profitable relationships, creating/deliverin...
Article
This article examines the importance of effective working relationships between sales and marketing. It provides a framework for analysis and discussion concerning this important organizational relationship. It reviews current thinking on sales-marketing cross-functional relationships, identifies gaps in academic literature, and discusses a range o...
Article
This book provides a snapshot of the current thinking on the strategic role of sales and sales management, and identifies some of the key challenges presented to senior managers. The importance of a sales organization continues to be critical in creating value, and profits for organizations. Escalating sales and selling costs require organizations...
Article
Purpose – The purpose of this paper is to explore the sales and marketing interface and to identify some of the elements that may influence collaboration between sales and marketing and provide a framework demonstrating how these elements may interrelate. Design/methodology/approach – This paper explores the sales and marketing relationship through...
Article
This paper focuses on identifying and exploring the antecedents and consequences of collaboration between the sales and marketing functions within organisations and empirically tests the resulting model. There is evidence to show that collaborative sales and marketing functions have benefits to an organisation in terms of improved business performa...
Article
The study considers whether improving collaboration between sales and marketing may provide benefits to organisations through greater market orientation and improved business performance. The influence of market intelligence systems and management attitudes towards coordination on market orientation and collaboration between sales and marketing are...
Article
Effective cross-functional partnerships between sales and marketing functions are a priority for many organisations. Previous research proposes that organisational structure and/or location may be influential in creating greater collaboration between sales and marketing. It has been suggested that high performing organisations may structure their s...
Article
Full-text available
Purpose The study seeks to explore the antecedents and implications of collaboration between sales and marketing and further to identify whether there are benefits in terms of business performance of improving collaboration between sales and marketing. Design/methodology/approach Three exploratory case studies and a review of the literature are us...
Article
Prior research proposes that greater collaboration between sales and marketing has benefits to the organization through improved business performance. This study examines the importance of this proposition and finds that there is a direct and positive relationship between these two constructs. In addition, this study identifies five antecedents to...
Article
This thesis explores the antecedents and consequences of collaboration between sales and marketing. The results suggest that collaborative sales and marketing functions have benefits for the organisation in terms of improved business performance. In addition, improvements in collaboration between sales and marketing will positively affect marketing...
Article
Research has identified that after 40 years of discussion the use of the salesforce as a source of market information is relatively widespread in business-to-business organisations, but that the majority of organisations do not always gather, store or disseminate this information effectively. The research highlights that the salesforce should be se...

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