Three steps for successful implementation of sales portals in CPG companies

Abstract

Purpose

The paper attempts to provide a structured process for consumer packaged goods (CPG) companies which wish to implement sales portals in their organizations.

Design/methodology/approach

The approach to the framework is largely derived from the authors' experience with CPG companies. It also involves reference to some secondary information. The paper also presents an example of a case study to validate the benefits of a structured approach to sales portal implementation.

Findings

The paper throws light on why CPG companies fail to implement sales portals and prescribes a three‐step approach to streamline the implementation process.

Practical implications

The paper presents a ready guide on what needs to be considered while implementing a sales portal across different channel partners.

Originality/value

The paper is an original work based on rich experience in the CPG field and provides a simple method for companies planning to implement sales portals.

Citation

Noorani, H.S. and Kodandarama Setty, M.B. (2007), "Three steps for successful implementation of sales portals in CPG companies", International Journal of Retail & Distribution Management, Vol. 35 No. 9, pp. 746-749. https://doi.org/10.1108/09590550710773282