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, with novel insights into how to manage the organisational frontline. The essence of frontline marketing is the encounter between the frontline employees and the customer. It’s there that the organisation’s hinge factor resides and where the organisation can win or lose the 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 organisational frontline with a central role for frontline employees in communicating and educating 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), provides firms with significant insights 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 digitalised marketing context. His research is meant to yield companies and in particular Danish Trade and Industry new insights into how to effectively make use of important trends such as big data, AI, gamification, personalisation, Mixed Reality, data visualisation, and privacy in the organizational frontline.