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The Decision Culture Map_framsida

Report: Customer understanding

One of the great challenges in complex sales is to understand customers’ decision-making. ProSales and Stockholm School of Economics asked the following question in the joint research project “Customer Understanding 2.0”:

  • How do customers, as a group, make decisions?

According to our research organizational decisions cultures are characterized by two dimensions:
strategic maturity and
problem management.
If we combine the two dimensions of strategic maturity and problem management , we get five decisions cultures:

  • subjective doers
  • objective doers
  • subjective planner
  • objective planner
  • developer

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