Ad de Jong

Ad de Jong’s research focuses on frontline marketing and sales management. His research aims to provide companies and in particular Danish Trade and Industry novel insights into how to manage the organizational frontline. The essence of frontline marketing is the encounter between the frontline employees and the customer. It’s there where the organization’s hinge factor resides and where the organization can win or lose battle with its competitors. Important themes are: the Circular Economy (CE), value creation, and digital trends. 

First, Ad de Jong’s research significantly helps companies to understand how they can apply CE principles in the organizational frontline with a central role for frontline employees to communicate and educate CE to customers and other stakeholders.  

Second, his research focuses on the role of value co-creation in selling innovations. Research on value co-creation sales practices, like value-based selling (VBS) provide firms significant insight into how to manage their selling and servicing processes using value co-creation and as such ensure that their newly developed products and services meet customer needs, and in turn, lead to higher sales. 

Third, his research focuses on the changing role of frontline sales and service employees – due to the increasingly digitalized marketing context. His research is meant to yield companies and in particular Danish Trade and Industry new insights into how use effectively make use of important trends, like big data, AI, gamification, personalization, Mixed Reality, data visualization, and privacy in the organizational frontline.