Optimierung des Vertriebsprozesses in der Klebstoffindustrie durch Lean-Ansätze: Reduzierung der Durchlaufzeit in der Angebotsphase

Abstract

This thesis focuses on optimizing the quotation process in the technical sales department of an adhesive manufacturer through the application of Lean methods. The motivation for the study was the observation that the existing process is characterized by media discontinuities, unclear responsibilities, lack of standardization, and long lead times. The objective was to develop a more efficient, customer-oriented, and measurable quotation process based on proven Lean principles. The analysis centers around five core research questions, including the identification of process bottlenecks, the feasibility of implementing Lean in sales, and the impact on customer satisfaction. The study is based on a hermeneutic-interpretive literature analysis and draws on more than twenty scientific sources, including works by Helmold, Ditzer, Wunderlich, Höfer, and empirical studies by Berhe (2022) and Farris et al. (2008). Additionally, the current sales process was systematically recorded, visualized, and redesigned using Lean tools such as Makigami, Kanban, RACI, checklists, and a structured qualification questionnaire. The resulting target process includes a standardized CRM logic, digital lead qualification, clearly assigned responsibilities, and the introduction of a Lean-based KPI system. The analysis shows that applying Lean methods can significantly reduce quotation lead times, lower internal coordination efforts, and increase customer satisfaction. Crucial to success is not the complexity of the tools themselves, but their consistent application, organizational integration, and cultural acceptance. Implementation should begin with a pilot project, supported by targeted training and a continuous improvement process (CIP). This thesis demonstrates that Lean Sales is feasible even in technically complex sales environments and can generate measurable value. For future research, a quantitative empirical investigation is recommended, as well as the integration of Lean principles with digital technologies for sales automation.

Date of Award	2025
Original language	German (Austria)
Supervisor	Roland Braune (Supervisor)