b) Afectación Directa
2.2.1.11. Posición del Tribunal Constitucional
During the course of this research the authors have come across a number of interesting tracks that would be interesting to study. The purpose of this section is to encourage further research which will guide researchers and scholars within the intriguing topic of value creation and delivery as a means of competing without price in an emerging market.
The authors study was limited to only the case company Alfa Laval India Limited but it would be interesting to compare the findings of this study to other companies in India or other
emerging markets where price may be commonly considered to be a competitive weapon to gain more market share.
This study was also limited to only organization and internal factors as aspects that may affect a company‟s performance but the authors encourage studies that also take external elements into consideration.
Finally, the authors also encourage a more ingoing study of the value of the customer delivery process including the supply chain and distribution for a company‟s success in an emerging market, all of which this study does not encompass.
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Customer Interviews
Customer interviews (2010) Interview with customers of Alfa Laval India Limited, India, March 2010
Employee Interviews
Senior General Manager - PPI Projects, Mr. Prashant Dravid (2010), Conversation about Alfa Laval‟s activities in milk powder [personal interview] Alfa Laval employee, Pune (Personal communication March 2, 2010)
General Manager - Sales – Food Technology & Process Technology Divn., Mr. Pradip Nalawade (2010) Conversation about Alfa Laval‟s activities in vegetable oil technology [personal interview] Alfa Laval employee, Pune (Personal communication March 2, 2010) Vice President– Process Technology Divn., Mr. Raja G. Karandikar (2010) Conversation about Alfa Laval‟s activities in milk powder and vegetable oil technology [personal interview] Alfa Laval employee, Pune (Personal communication March 2, 2010)
Vice President – All India Sales, Mr. Pankaj Maheshwari (2010) Conversation about Alfa Laval‟s field sales activities in India [personal interview] Alfa Laval employee, Pune (Personal communication March 2, 2010)
Senior General Manager – Parts & Service, Mr. Jaswant Choudhary (2010) Conversation about Alfa Laval‟s Parts & Service department [personal interview] Alfa Laval employee, Pune (Personal communication March 2, 2010)
Senior Manager – Sales, Mr. Prasanna Upadhyay & Executive, Mr Amol R. Gangwal (2010), Conversation about Alfa Laval‟s activities in milk powder [personal interview] Alfa Laval employee, Pune (Personal communication March 2, 2010)
Executive, Mr Sanjay Rathi & Executive, Mr. Prabhakar Nachnekar (2010), Conversation about Alfa Laval‟s activities in vegetable oil [personal interview] Alfa Laval employee, Pune (Personal communication March 2, 2010)
Senior Executive, Mr Haresh R. Khedekar & Mr. Ashfaq (2010), Conversation about Alfa Laval‟s Engineering and Sales activities within milk powder [personal interview] Alfa Laval employee, Pune (Personal communication March 3, 2010)
Senior Manager, Process Technology Divn. & Engg. & Supply - OPT, Mr. Veerbhadrappa (2010) Conversation about Alfa Laval‟s activities in vegetable oil technology [personal interview] Alfa Laval employee, Pune (Personal communication March 3, 2010)
Manager, Process Technology Divn. & Engg. & Supply - OPT, Mr. Abhay Joshi (2010) Conversation about Alfa Laval‟s activities in vegetable oil technology [personal interview]
Alfa Laval employee, Pune (Personal communication March 3, 2010)
Senior Engineer, Sanitary Equipment (Equipment Division, Flow), Mr. Dev Karan Gill (2010), Conversation about Alfa Laval‟s activities in milk powder [personal interview] Alfa Laval employee, Pune (Personal communication March 3, 2010)
Parts & Services, Mr. Shriram (2010) Conversation about Alfa Laval‟s activities in vegetable oil technology [personal interview] Alfa Laval employee, Pune (Personal communication March 3, 2010)
Branch Manager, Regional Office Pune, Mr Vijay Galgali (2010) Conversation about Alfa Laval‟s activities in Pune [personal interview] Alfa Laval employee, Pune (Personal communication March 3, 2010)
Regional Manager, Regional Office Chennai, Mr V. K. Mohan (2010) Conversation about Alfa Laval‟s activities in Chennai [telephone interview] Alfa Laval employee, Chennai (Personal communication March 4, 2010)
Regional Manager, Regional Office New Delhi, Mr Dhiraj Singh & Senior Manager – Sales
& Marketing, New Delhi, Mr. Rajeev Malik (2010) Conversation about Alfa Laval‟s activities in New Delhi [telephone interview] Alfa Laval employee, New Delhi (Personal communication March 4, 2010)
Regional Manager, Regional Office Hyderabad, Mr L. V. Chandrashekhar (2010) Conversation about Alfa Laval‟s activities in Hyderabad [telephone interview] Alfa Laval employee, Hyderabad (Personal communication March 4, 2010)
Regional Manager, Regional Office Bangalore, Mr K. Parmeshwaran (2010) Conversation about Alfa Laval‟s activities in Bangalore [telephone interview] Alfa Laval employee, Bangalore (Personal communication March 4, 2010)
Regional Manager, Regional Office Baroda, Mr M. Kallapur (2010) Conversation about Alfa Laval‟s activities in Baroda [telephone interview] Alfa Laval employee, Baroda (Personal communication March 4, 2010)
Regional Manager, Regional Office Indore, Mr Vikas Gupta (2010) Conversation about Alfa Laval‟s activities in Indore [telephone interview] Alfa Laval employee, Indore (Personal communication March 5, 2010)
Regional Manager, Regional Office Kanpur, Mr Sanjay Tandon (2010) Conversation about Alfa Laval‟s activities in Kanpur [telephone interview] Alfa Laval employee, Kanpur (Personal communication March 5, 2010)
Parts & Services, Mr. Arjun Dumbre (2010) Conversation about Alfa Laval‟s activities in vegetable oil technology [personal interview] Alfa Laval employee, Pune (Personal communication March 5, 2010)
Former Managing Director, Mr. Nish Patel (2010) Conversation about Alfa Laval‟s activities in India [telephone interview] Alfa Laval employee, Lund (Personal communication April 15, 2010)
APPENDIX I – INTERVIEW GUIDES
Alfa Laval employee interview guides Process Technology Division
(please specify individually for the vegetable oil and dairy industry) 1. What do you think your customers value?
2. What values do you think your customers associate with the Alfa Laval brand?
3. How attractive do you think Alfa Laval‟s products are compared to competitors?
4. What do you think convinces your customers to choose your products over your competitors?
5. What do you think convinces your customers to choose your products over Gea Niro specifically?
6. The company is said to have a strong market positioning and a preferred supplier status and experts to capture a major share of the available business opportunities in the edible oil industry. Do you think that this remains true?
7. How innovative do you perceive Alfa Laval to be?
8. Do you perceive your customers as being aware of their preferences?
9. What do you define as a customized product?
10. How much more does it cost for Alfa Laval to produce customized products versus standardized products? What percentage increase does a customized product result in?
11. What is the reasoning behind providing a total solution within the dairy industry but not the vegetable oil industry?
12. Are the same machines used to refine domestic and exported products?
13. Why has Alfa Laval India been designated a group manufacturing unit (hub) for separators and decanters?
All India Field Sales Managers
(please specify individually for the vegetable oil and dairy industry) 1. What do you think your customers value?
2. What values do you think your customers associate with the Alfa Laval brand?
3. Why do you think you have been successful in India? What is the secret of your consistent success?
4. What qualities are emphasized in your marketing today?
5. What lessons have you learnt from the Indian market?
6. What do you think convinces your customers to choose your products over your competitors?
7. What do you think convinces your customers to choose your products over Gea Niro specifically?
8. What barriers to business exist in these industries other than governmental/sanitary regulations?
9. Do you target market segments through your marketing or do you focus on individual customers?
10. What is your motivation for cost-based pricing?
11. Have you ever considered implementing another pricing strategy?
Market Segments (VOT and milk powder) 1. What do you think your customers value?
2. What values do you think your customers associate with the Alfa Laval brand?
3. What do you think convinces your customers to choose your products over your competitors?
4. What do you think convinces your customers to choose your products over Gea Niro specifically?
5. What is the average length of your customer relationships? i.e. what length of customer relationship produces the most business value?
6. What factors do you think influence your customers the most in their purchasing decision? Eg. Corporate reputation, information sharing, distribution, fairness, flexibility, overall image of the brand, product quality, reliability (few faults & little
6. What factors do you think influence your customers the most in their purchasing decision? Eg. Corporate reputation, information sharing, distribution, fairness, flexibility, overall image of the brand, product quality, reliability (few faults & little