{
  "title": "Technical proposals: is speaking the same language enough?",
  "url": "https://www.shr.swiss/blog/vente-b2b-proposition-technique-comprise-client-bale-en",
  "language": "en",
  "datePublished": "2025-12-28",
  "publisher": {
    "name": "SHR — Swiss Human Resources",
    "url": "https://www.shr.swiss",
    "address": "Esplanade de Pont-Rouge 9A, 1212 Lancy, Suisse"
  },
  "summary": "A commercial proposal can be technically accurate yet difficult to use. Research on knowledge boundaries between functions helps explain why.",
  "section": "Research",
  "topic": "High-Value Selling",
  "place": {
    "name": "Basel",
    "region": "Bâle-Ville",
    "country": "CH"
  },
  "keyPoints": [
    {
      "heading": "What the literature establishes",
      "point": "Drawing on a field study in product development, Paul R."
    },
    {
      "heading": "Transferring, translating or transforming",
      "point": "Paul R."
    },
    {
      "heading": "The hasty conclusion",
      "point": "One might conclude that proposals simply need to be shorter and free of jargon."
    },
    {
      "heading": "What these studies do not demonstrate",
      "point": "These articles address knowledge boundaries within organisations, rather than measuring the effectiveness of commercial proposals."
    },
    {
      "heading": "A practical check in Bâle",
      "point": "Within SHR's « Vente à forte valeur ajoutée » programme, one possible exercise is to revisit a proposal intended for pharma, life sciences, Rhine logistics or an international R&D team in Basel."
    }
  ],
  "sources": [
    {
      "authors": "Carlile",
      "year": "2002",
      "source": "Organization Science"
    },
    {
      "authors": "Carlile",
      "year": "2004",
      "source": "Organization Science"
    }
  ],
  "wordCount": 399,
  "image": "https://www.shr.swiss/img/blog-editorial-2025-12-28-en.jpg?v=4",
  "translations": {
    "fr": "https://www.shr.swiss/blog/vente-b2b-proposition-technique-comprise-client-bale",
    "en": "https://www.shr.swiss/blog/vente-b2b-proposition-technique-comprise-client-bale-en",
    "de": "https://www.shr.swiss/blog/vente-b2b-proposition-technique-comprise-client-bale-de",
    "it": "https://www.shr.swiss/blog/vente-b2b-proposition-technique-comprise-client-bale-it"
  },
  "relatedPages": {
    "programme": "https://www.shr.swiss/formation/vente-forte-valeur/bale",
    "city": "https://www.shr.swiss/formations-ville/bale",
    "blog": "https://www.shr.swiss/blog"
  },
  "citationPolicy": "Citation autorisée avec mention « SHR — Swiss Human Resources » et lien vers l'article."
}