Salesperson influence tactics and the buying agent purchase decision: Mediating role of buying agent trust of the salesperson and moderating role of buying agent regulatory orientation focus

Little is known about antecedents of salesperson influence tactic usage or how and which influence tactics impact buying agent purchase decisions. To aid such understanding, we draw from the relationship selling literature, and both regulatory fit and focus theories, to propose a novel theoretical framework and test hypotheses. The study's findings, derived by applying the critical incidence methodology to a heterogeneous dataset of buying agents (n > 200) representing small and medium enterprises and acting as key informants on salespeople, show that: (i) salesperson influence tactics heterogeneously explain the buying agent's trust of the salesperson, (ii) trust of the salesperson serves as a mechanism through which influence tactics impact the buying agent's purchase decision, (iii) buying agent's regulatory orientation moderates the relationship between salesperson influence tactics and buying agent's trust of the salesperson, and (iv) salesperson regulatory orientation predicts a salesperson's use of particular influence tactics. The article concludes with a discussion of the practical and theoretical implications of the research.     

Is this company a lead customer? Estimating stages of B2B buying journey

By advancement in digital marketing, business-to-business (B2B) buyers carry out over half of the buying process through digital touchpoints before they establish any significant contact with the B2B seller. Knowing the buying stage of a potential buyer can bring a substantial advantage to the B2B seller given the complexity of the transaction and the associated value. In this paper, the authors propose a machine learning approach to infer the stages of the B2B buying journey by observing the online browsing behavior of buyer companies. It is shown that observing the buyer's online behavior effectively allows us to estimate the buying stages with high accuracy by utilizing the hidden Markov models. Managers in B2B seller companies may use these techniques for adjusting their marketing efforts to improve the fit with the information demands of the B2B buyer prospects along with their buying journey, and thus, improve the hit rate of marketing and sales activities.     

Provider involvement in business service definition: A typology

This paper proposes a typology for provider roles in defining business services. The starting point of the study is the underlying rationale of much of the service purchasing literature that buyers have or can easily access the necessary know-how to procure business services. If this does not hold, the implication is that buying firms would shy away from buying complex services. An alternative perspective recognizes that purchasing business services requires its own set of sourcing capabilities, which may be lacking. Buying firms may have limited know-how in terms of defining and articulating their requirements or not be fully aware of them in the first place. However, the buyer's lack of sourcing capabilities need not be an injunction to internalize the service. In these circumstances, service providers step in, help buying firms specify their requirements and play a key role in defining what is procured and how. We build on this interactive view of service definition to undertake a comparative case analysis of four business service contracting situations arrayed along two dimensions — buyer perceived uncertainty and provider's buyer-specific experience. We conclude that service providers play different roles in each case. These are classified as translating, re-engineering, developing, and fine-tuning roles.     

Incumbent and non-incumbent salesperson consultation in the pre-decision stage of organizational purchasing

Given the complexity (e.g., digitization, customization, and scale) of modern business solutions, salespeople increasingly seek to influence the pre-planning stages of buyer decision making to increase effectiveness. During the early stage of organizational buying, salespeople can align their firm's capabilities and expertise by offering input on problem definition, before a solution is sought. However, surprisingly little is known about the role of salespeople in the period before a buying firm decides to officially address a problem and seek vendor solutions. Thus, our research focuses on the inclusion of both incumbent salespeople (strong ties to the buying organization) and non-incumbent salespeople (limited, or non-existent, ties to the buying organization) in pre-decision phase information sourcing of buyers. Drawing upon theory from social network and problem solving literatures, we develop a contingency model to illustrate pre-decision phase conditions based on problem framing, structure, and urgency that make incumbent or non-incumbent salespeople more likely to be sources of information. We test our hypotheses across a series of scenario-based experimental studies conducted with purchasing managers. Our findings suggest situations where incumbent and non-incumbent salespeople have a greater likelihood of being positioned to engage in pre-decision stage planning with customers.     

What factors influence buying center brand sensitivity?

Building on information processing theory (IPT), this empirical study investigates the factors that drive a buying center's level of sensitivity to brand information. The authors propose that buying center brand sensitivity is related in a curvilinear fashion with purchase importance and purchase complexity, and that these relationships are moderated by several environmental, firm, and product factors. Data provided by 273 organizational buying center members confirm the presence of an inverse U-shaped relationship between purchase importance and brand sensitivity, strengthened in conditions of high brand presence and high end-customer demand. Purchase complexity and brand sensitivity appear to relate in a U-shaped fashion but only in light of the moderating effects of product tangibility. The relationship between purchase complexity and brand sensitivity appears stronger when buying firms are small and have prior contractual ties with their selling partners. These results offer guidance to managers concerning when business-to-business (B2B) brand investments are likely to offer their greatest return.     

Why are you really losing sales opportunities? A buyers' perspective on the determinants of key account sales failures

Key account sales are important for business organizations. Understanding why some of these sales proposals fail from the buyer's perspective has organization-wide implications for improving firm performance. Extant literature lacks a clear understanding of the process-based determinants of sales failure within a key account context. Another problem with this research stream is its reliance on data from the salesperson, sales manager, and/or selling firm, which can introduce attribution biases. Our research overcomes sales failure attribution biases by collecting data from the industrial buying center's perspective. Thirty-five semi-structured interview cases were conducted with buying decision makers following failed key account sales proposals. The result of this inquiry is a model which outlines the determinants of sales failures. We identify three common drivers of sales failure: adaptability, relationship-potential, and cost considerations. Results indicate that these established constructs are more complex than previously specified, each having multiple attributes as defined by key account buyers.     

Who Is “Misleading” Whom in Real Estate Transactions?

The observation that real estate agents sell their clients' homes cheaper and faster than their own homes has been well identified in the literature and interpreted as evidence of an agency problem originated from information asymmetry. This article studies whether this well‐known result holds true for all types of agents and clients, and whether information asymmetry is the full story. By using the Multiple Listing Service (MLS) data from Indiana, we find that, after controlling for observables, mainly homes owned by institutional clients are sold cheaper and faster than agent‐owned homes, and the differences are mainly driven by less and moderately experienced agents. Besides information asymmetry, we also find evidence of motivation heterogeneity—institutions themselves are very motivated to sell, and therefore are willing to sell cheaper in order to sell faster.     

Small business purchasing of capital equipment

This article concerns the results of a study employing consumer brand-choice methodology to explain the evaluation and buying decisions for light excavators by individual entrepreneurs. First, the purchasing of industrial products by small businesses is briefly discussed conceptually. Second, the buying decisions of Finnish contractors for light excavators were investigated with a multiattribute choice model. The results indicate that buying decisions are based on product attributes that differ from one excavator model to another. The usefulness of the selection model is evaluated, and a framework model describing factors affecting an individual entrepreneur's excavator buying process is suggested together with certain implications for marketers.     

Professionalism and the behavior of procurement managers

This study revealed that increased professional status restricted rather than expanded the role of purchasing agents in the industrial buying process, and led to their use of rule-evading tactics in resolving buying conflicts with engineering and production scheduling.     

Product type and the relative influence of buyers in commercial construction

Organizational purchasing is usually the product of collective decision making. While the seller's first contact with a prospective customer is with the purchasing agent, the purchasing agent is by no means the sole decision maker. The purpose of this study is to identify the relative influence of purchasing agents and other buyers in the commercial construction industry. Individual buyers and firms can also make use of the framework evolved to examine their own buying practices.     

Cultural differences and shareholder value in related mergers: Linking equity and human capital

Merger literature suggests that the relationship between shareholder gains and the relatedness of merging firms is contingent upon the compatibility of the two firms' top management cultures. This hypothesis is tested by surveying the perceptions of cultural differences of top management teams of recently acquired firms, and then relating these perceptions to related stock market gains to the buying firms. The findings suggest a strong inverse relationship between perceptions of cultural differences and shareholder gains, after controlling for perceptions of the buying firm's tolerance for multiculturalism and the relative size of the merging firms.     

医院药房托管风险的经济学分析和医药分业的思考

文章指出了现行的医院药房托管存在的问题和风险,并运用经济学原理对此进行了分析,说明现行医院的药房托管会形成新的利益共同体,不能解决“看病贵”的问题,还可能导致医疗服务质量降低。与国家医疗保障制度改革“惠民、防腐、高效”的目标存在很大距离。     

Ethnicity in housing markets: Buyers,sellers and agents

This paper examines how ethnicity related to cultural differences arising from ethnic background affects housing market transactions in the Atlanta metro area. Using both the US Census and Wikipedia approaches to infer ethnicity from individuals' names, we find that the interplay of buyer, seller, and agent ethnicity composition affects interaction in the housing market. Sellers working with listing agents in the same ethnic group set higher listing prices and enjoy higher selling prices and quicker sales. Agents working with same ethnicity buyers yield higher prices and liquidity. Even though sellers only communicate with buyers through their agents, houses sold by sellers to buyers of same ethnicity have higher prices and sell faster. And while the ethnic mix of agents and their clients matter, the ethnic mix of agents in the transaction does not.     

Differential importance of social and economic determinants of relationship performance in professional services

Managing business relationships successfully is critical for many professional service firms (PSFs) in order to be able to address complex client needs. Furthermore, the project-based nature of PSFs' work puts pressure on them to retain clients across project periods. Drawing on both net effect and configurational perspectives, this study provides a holistic understanding of the relative importance and of the interplay of social and economic determinants of business relationship performance in the context of dynamic relationships between PSFs and their clients. Using data from 297 business clients, the results reveal that, overall, social determinants are more important than economic determinants as drivers of the client's willingness to cooperate with a PSF in future. The importance of social determinants increases further in later relationship lifetime phases. The configurational analysis also reveals several equifinal constellations of social and economic determinants across the lifetime phases to drive a client's willingness to cooperate in future. Therefore, no single determinant by itself is sufficient for ensuring relationship performance. We advance the literature by showing that distinct constellations of social and economic determinants are required to achieve the desired outcome, and that these constellations change across business relationship lifetime phases.     

Trading between agents for a better match

This paper studies externalities that arise when agents can trade outcomes ex post. I show that when agents can trade outcomes ex post, principals are incentivized to contract with agents ex ante to reduce ex post transfers to outside agents with whom the principals do not directly contract. This causes principals to offer agents piece-rates that are inefficiently low and lower than the piece-rates they would offer if trading was not allowed. Although trading reduces an agent's effort and could increase the agent's outside option of rejecting a principal's ex ante contract, principals ultimately gain from allowing ex post trading because such trading results in outcomes that better match their tastes.     

Lessons from Over 30 Years of Buy versus Rent Decisions: Is the American Dream Always Wise?

Homeownership is touted as the “American Dream.” It is credited with enhancing wealth; increasing civic pride; and improving self‐esteem, crime prevention, child development and educational outcomes, among other benefits. This article does not dispute any of these claims. Instead, this study hypothesizes that crowding toward homeownership raises the price of homes above their fundamental value resulting in the purchase of a home becoming a contraindicative action. After setting the holding period to the average American's tenure in a residence, renting (not buying) proves to be the superior investment strategy over most of the study period.     

Strategic Suppliers' Technical Contributions to New Product Advantage: Substitution and Configuration Options

Current theory lacks clarity on how different kinds of resources contribute to new product advantage, or how firms can combine different resources to achieve a new product advantage. While several studies have identified different firm‐specific resources that influence new product advantage, comparatively little research has explored the contribution of strategic supplier resources. Combining resource‐based and relational perspectives, this study develops a theoretical model investigating how a strategic supplier's technical capabilities impact focal firm new product advantage and how firms combine different resources to gain this advantage. The model is tested using detailed survey data collected from 153 interorganizational new product development projects in the United Kingdom within which a strategic supplier had been extensively involved. Empirical results support our research hypotheses. First, supplier technical performance is shown to have a significant positive impact on new product advantage. Next, we show that while supplier technical capabilities have a positive influence on supplier technical performance, the a priori nature of the supplier's task moderates the relationship. Finally, our data support our hypotheses related to the positive relationship between relationship‐specific absorptive capacity and new product advantage, and the proposed negative moderation of supplier technical capabilities on this relationship. Based upon these findings, we encourage managers to recognize that strategic suppliers' with greater technical capabilities perform better regardless of the degree of creativity required by their task; but that strategic suppliers with lower technical capabilities may partially compensate (substitute) for their lack of technical capabilities, if they are able to respond to high problem‐solving task requirements. Furthermore, we suggest that the firm's development of relationship‐specific absorptive capacity is much more important when a strategic supplier is less technically capable. A buying firm's relationship‐specific absorptive capacity can, according to our data, substitute for low supplier technical capabilities. On the other hand, where the supplier has strong technical capabilities, investments in relationship‐specific absorptive capacity have no effect on new product advantage. Our findings reinforce recent calls for research on how firms can combine different resources and capabilities to achieve superior performance.     

The effect of buyer behaviors on preferred customer status and access to supplier technological innovation: An empirical study of supplier perceptions

Buying firms are increasingly looking to suppliers for technological innovations that enhance the competitive position of their new products. However, extant research provides limited guidance on how buying firms may gain access to suppliers' innovative technologies. To address this gap in the literature, we draw from social exchange theory to posit sequential relationships among buyer behaviors, preferred customer status, and supplier's willingness to share technological innovations. We test our assertions by applying structural equation modeling statistical analyses to survey response data from 233 sales personnel of production good suppliers in the U.S. automotive industry. Whereas our results show that two buyer behaviors – early supplier involvement and relational reliability – positively affect preferred customer status, a third behavior – share of sales – has no effect. In turn, we find that preferred customer status is positively associated with supplier's willingness to share new technology with the buyer. Further, our findings indicate that preferred customer status fully mediates the benefits exchanged within a buyer–supplier relationship. Hence, our study highlights why buyers seeking innovations should take care that their behavior is appropriate for managing suppliers' perceptions. Accordingly, our results provide specific guidance to buyers as to how they may increase their access to suppliers' new technologies.     

Reconceptualizing plural sourcing

Firms often procure the same input via multiple means, e.g., making and buying. Recent papers have yielded rich, but inconsistent, theoretical and empirical insights. Resolving these inconsistencies requires reconceptualizing two aspects of plural sourcing: what and how. We reconceptualize plural sourcing as a set of combined governance modes—make‐and‐buy, make‐and‐ally, and buy‐and‐ally—which differ in their capabilities and limitations. We demonstrate our reconceptualization's potential with propositions predicting the choice of specific plural sourcing modes. Copyright © 2013 John Wiley & Sons, Ltd.     

The supplier's side of outsourcing: Taking over activities and blurring organizational boundaries

Since most of the literature on outsourcing focuses only to the buying (outsourcing) company, this paper aims to highlight the supplier's side from a relational perspective. The paper stresses the importance of business relationships between suppliers of outsourced activities and their customers. The paper's purpose is specified in two research questions: (1) how is value created within outsourcing and (2) how does the supplier interact with the outsourcing company? Our method relies on an in-depth qualitative case study of Logoplaste, a Portuguese packaging company which supplies large consumer goods manufacturers through complex outsourcing activities. Our analysis identifies three key dimensions of outsourcing relationships: (1) value co-creation via inter-firm coordination (as opposed to unilateral externalization of activities); (2) mutual dependence between supplier and customer due to the supplier's taking over activities; and (3) the blurring of organizational boundaries because of mutual dependence. These dimensions manifest themselves, even though in different degrees, after the initiation of any outsourcing relationship: these variables are new to the literature on outsourcing, which focuses on the ex ante dimensions that influence the customer's pre-relational choices such as “make or buy” and relationship type.