A Research Agenda for Value Stream Mapping the Sales Process

Abstract

Lean thinking has become pervasive in manufacturing, but its use in sales remains exploratory. In this paper, we demonstrate the sales application of an essential tool for lean management called value stream mapping. We conceptualize sales as a process in which a buyer and seller jointly participate in creating value, and using a case study, we demonstrate how this process can be mapped and analyzed. Finally, we discuss opportunities and challenges for future research, particularly the importance of customer-centric value metrics.

Additional information

Notes on contributors

Clifford S. Barber

Clifford S. Barber (Ph.D., University of Southern California), Assistant Professor of Industrial Technology, Orfalea College of Business, California Polytechnic State University, San Luis Obispo, CA, [email protected].

Brian C. Tietje

Brian C. Tietje (Ph.D., University of Washington), Associate Professor of Marketing, Orfalea College of Business, California Polytechnic State University, San Luis Obispo, CA, [email protected].