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This chapter explores the advantages of newness and positive aspects of resource constraints, critically departing from assumptions of resource constraints and liabilities of newness. The chapter is based on a multiple case study consisting of nascent entrepreneurial processes from inexperienced entrepreneurs with severely constrained access to resources. Six theoretical concepts (legitimacy, fashion, flexibility, networks, bootstrapping, and motivation) are developed in the frame of reference. Empirical data is collected on a rich variety of sources, including longitudinal data in the form of weekly logbooks, business plans, theoretical reflections, and additional collected data during the process. Based on this data, the analysis shows that while these entrepreneurs face resource constraints and liabilities of newness, they also use strategies to leverage their constraints and novelty as an advantage in advancing their venturing efforts.

This chapter starts with the phenomenon of CRM systems being sometimes more considered as a burden than a support by salespeople. The main argument is that CRM tools do barely fit the needs of salespeople as their functions, most of all, are administrative, which leads to a resistance for using them.

The author shows how this kind of shortcomings are manifested in “real-life” operations and finds out that much of the problems seem to be due to the very architecture of extant CRM systems. Indeed, creative offerings and business development imply advanced cognitive processes for which there are no functions in traditional CRM tools.

Therefore, the core part of the chapter leads to a discussion on how genuine supportive CRM systems architecture should be designed. The sales process is made of three phases beyond the administration one, namely, a sense-making, a sense-giving, and a sense-acting phase. An adequate architectural design would take into consideration functions that support the whole process, which also includes informative links and a much more visual design to process information instantly.

In this chapter, we connect our focus — the organizing of marketing — to one of the strongest drivers for its change — digitalization — and draw attention to various “dual forces” that affect marketing as a consequence. These dual forces are associated with the concept of ambidexterity. Given that companies today are affected by digitalization, both internally in their organizations and in their external business relations, and that they need to act as ambidextrous organizations handling both old (“analog”) and new (“digital”) situations, how does this affect marketing, in general, and the organizing of marketing, in particular?

The chapter will be founded on the assumptions that digitalization is a central driver of change in business and society today, and this digitalization requires organizations to explore new opportunities while still operating with mature technologies in mature markets. Marketing most often has a central role in this situation of digitalization. The connection between digitalization processes, ambidextrous organizations, and the processes of organizing marketing is the focus of this chapter.

The subject is wide, and the aim of the chapter is to generate ideas on some potential consequences for marketing management and organization. The chapter ends with a set of propositions serving as starting points for further studies of the links between digitalization, marketing management and organization, as well as the forces resulting from digitalization.

This chapter is a response to observations from previous chapters where we have learnt that the context surrounding B2B sales seem to deviate quite a lot from a traditional market view based on neoclassic theory. In the first part of this chapter, we contrast the two different views of markets and with that as our reference point, we discuss some general implications for marketing, sales, and purchasing.

The chapter looks deeper into a “markets-as-networks” perspective and argues that such lenses applied on marketing and sales activities in business markets will have implications on ways to organize marketing and sales. Actors, activities, and resources are embedded into structures (activity, actor, and resource structures), and it is important to have a reasonable sense of what and how these structures look in order to make the best priorities for the short- and long-term success of the business.

The chapter addresses how the market system surrounding the supplier–customer interchange contributes to setting the scene for operating exchange processes. Five general network themes and challenges for sales and marketing have been identified and explored. Against these, the chapter puts organizational issues in focus. Two aspects are in focus of this concluding discussion: first, organizational variety and ongoing processes of organizational adaptation, and second, coordination and communication.

As summarized in our introductory Chapter 1, the trend toward ever-healthier elderly seems to have been broken (Figures 8 and 9). The share of young and middle-aged Swedish men and women, reporting very good or good health status to the Survey of Living Conditions, started to decline already in the 1980s. As a consequence, as the cohorts are graying, the share of elderly people, reporting very good or good health status, has also begun to decline. Increasing health problems among Swedish oldest old have also been reported from the SWEOLD (SWEdish panel of living conditions of oldest OLD) study (Parker et al., 2004). Similar trends have been reported for the United States and for the entire EU-15. Part of the explanation appears to be the growth at young ages in allergy, asthma, diabetes, other long-standing illness, and health problems associated with obesity. In the time perspective of our simulations, these trends in long-standing health problems might have less impact on the health of the elderly (and their demand for healthcare and old-age care or their life expectancy) than on the health of people in their middle ages but still be important. In this section, we will present some additional information on the development of health status during the last 20 years or so for the Swedish population.