Sales and operations execution: An explorative study on potential effects

Paper in proceeding, 2020

Purpose
Sales and operations planning have a long history in practice and has been researched extensively. It has been proposed that this tactical concept needs to be aligned with a more operational, short-term concept, hence the purpose of this paper is to investigate how sales and operations execution (S&OE) can enhance the performance of a supply chain by analyzing contingency factors regarding design and use.
Methodology
A multiple-case study approach investigates the potential outcome of implementing a S&OE process in various contexts. Empirical data from several firms in various industries are analyzed according to common and unique factors affecting the potential result.
Findings
his study identifies critical design for an S&OE process to have a positive outcome in different contexts. Furthermore, relevant data is identified, as well as actors essential for successful usage. Finally, we present, by using knowledge management theory, the importance of integrating S&OE in the planning hierarchy and how the S&OE practice leads to results.
Research implications
This study details the understanding of how sales and operations execution affects the supply chain performance, given different contextual aspects.
Practical implications
This study shows the potential impact of implementing S&OE for different types of businesses, as well as giving guiding principles for its design. Original/value S&OE as a concept is today merely described as white papers and consultancy reports. To our best knowledge, this is the first academic study that explores the sales and execution phenomenon in a real-world context.