Den innovativa säljprocessen för att sprida innovativa produkter : En experimentell studie på Swedish Construction Sales AB

Sammanfattning: This study is based on Partner X's challenges in launching an innovative replacement for rebar on the Swedish market. Swedish Construction Sales AB is working to introduce the product and the study aims to help Swedish Construction Sales AB develop an effective sales process to spread this innovation. Many companies face similar challenges, often due to a lack of sales experience. This research has focused on the application of diffusion of innovation theory in a sales process to see how it can help spread innovative products. To answer this question, one experiment with two parts was conducted and then analyzed and compared with each other. It turned out that offering the customer the opportunity to test the product, highlighting its benefits in a clear way, and demonstrating that the product is compatible in the customer's area of use and that it is not complex to use increases the commitment to the product. However, more research is needed to see if the increased response actually leads to increased sales over time. The researchers' study illustrates how theories can be applied practically to improve the sales process, contributing to a deeper understanding of how diffusion of innovation theories can be used to promote commercial success in spreading innovative products to new markets.