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As a result of increasing economic growth, many markets are undergoing a transformation from sellers' markets to buyers' markets. The growing number of manufacturers and suppliers ensures that consumer needs are satisfied.
The increasing number of markets and the saturation of end consumers are leading to growing competition among suppliers. In this respect, the sales industry has also undergone a change. Its importance has increased. Whereas in the past it was at the bottom of the business performance chain, today all business considerations are based on the sales market. This means that the sales economy takes first place in the operational performance chain, which is made up of the areas of procurement, production and sales. This applies in particular to the consumer goods industry.
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