The paper considers theoretical aspects of the applied strategic customer analysis based on the on the balanced scorecard customer element developed by the author to be applied in the research process of the strategic organization distribution activity aspects and its sales management. The methodology of the research is the Balanced Scorecard concept (BSC) as well as the author’s applied strategic analysis concept. The applied strategic customer analysis is assumed to encompass comparative assessment, variances diagnostics and indicators forecast of the BSC customer element within the strategic customer goals. The author draws a conclusion that the applied strategic customer analysis is a new and sufficiently effective instrument to research strategic aspects of the organization distribution activity and to form an analytical support of the strategic sales management in the present-day environment.
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