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How can challenger marketers target the right customer organization? The A-C-O-W customer organization profiling matrix for challenger marketing

Weng Marc Lim (Faculty of Business and Design, Swinburne University of Technology Sarawak Campus, Kuching, Malaysia)

Journal of Business & Industrial Marketing

ISSN: 0885-8624

Article publication date: 5 October 2018

Issue publication date: 12 March 2019

Abstract

Purpose

This paper aims to help challenger marketers identify and target the right customer organization.

Design/methodology/approach

This paper adopts a customer organization profiling route to targeting for challenger marketing that is predicated on a thematic analysis of key findings of customer organization profiles from an international case study.

Findings

This paper introduces and explains the concepts of aggressiveness to succeed, compatibility of offerings, openness to new ideas and willingness to take action (or A-C-O-W) as components of a newly developed customer organization profiling matrix for challenger marketing.

Research limitations/implications

The A-C-O-W customer organization profiling matrix offers a fresh conceptual outlook for targeting customer organizations using a challenger marketing approach in the contemporary business-to-business (B2B) marketplace.

Practical implications

The A-C-O-W customer organization profiling matrix illuminates how challenger marketers can target the right customer organizations in the contemporary B2B marketplace.

Originality/value

The A-C-O-W customer organization profiling matrix is a pioneering concept for challenger marketing in B2B theory and practice.

Keywords

Acknowledgements

This paper forms part of the special section “Closed to new submissions challenger sale – future of selling?”, guest edited by Talai Osmonbekov.

Citation

Lim, W.M. (2019), "How can challenger marketers target the right customer organization? The A-C-O-W customer organization profiling matrix for challenger marketing", Journal of Business & Industrial Marketing, Vol. 34 No. 2, pp. 338-346. https://doi.org/10.1108/JBIM-02-2017-0039

Publisher

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Emerald Publishing Limited

Copyright © 2018, Emerald Publishing Limited