The End of Corporate Social Responsibility: Crisis & Critique,by Peter Fleming and Marc T. Jones

ABSTRACT

Purpose: Given the ever-increasing pressure put on sales organizations to improve performance, behave ethically and establish long-term customer relationships, this study seeks to better comprehend ethical leadership’s part in doing so. It proposes that perceived ethical leadership indirectly influences salesperson performance through trust in manager and ethical ambiguity.

Methodology/Approach: A survey of business-to-business salespeople was taken. Hypotheses are tested using structural equation modeling.

Findings: The results show that perceived ethical leadership influences salesperson performance through the mediating roles of trust in manager and ethical ambiguity. Salespeople’s perceptions of their supervisor’s ethical leadership behaviors positively impact their trust in manager and negatively influences their ethical ambiguity. In turn, trust in manager positively influences sales performance while ethical ambiguity negatively influences sales performance.

Research Implications: The results from testing the hypothesized model support mechanisms by which ethical leadership behavior may affect business-to-business salesperson job performance. It appears that ethical leadership works through ethical ambiguity and trust in manager to impact salesperson behavior performance, rather than directly impacting salesperson performance. Importantly the findings add to the literature an important consequence of ethical leadership, ethical ambiguity. This research likewise adds to the literature on role, and more specifically ethical, ambiguity by finding that reducing salesperson ethical ambiguity has a positive impact on salesperson behavior performance.

Practical Implications: This study finds that one important mechanism for reducing ethical ambiguity is for sales supervisors to practice ethical leadership. By reducing ethical ambiguity, sales managers can improve business-to-business salesperson performance. In addition, use of ethical leadership by sales managers can positively influence the business-to-business salesperson’s trust in manager, which subsequently leads to greater sales performance.

Originality/Value/Contribution: The results of this study add to our knowledge of ethical leadership by further developing its consequences. It also sheds light on a vastly under-researched construct, ethical ambiguity. Finally, it further validates the important role that trust in manager plays in the organization.     

Servant Leadership,Proactive Work Behavior,and Performance Overall Rating: Testing a Multilevel Model of Moderated Mediation

ABSTRACT

Purpose: The goal of this paper is to investigate whether salesperson proactive behavior mediates the relationship between sales manager servant leadership and salesperson overall performance rating by the sales manager. Moreover, it examines whether salesperson customer orientation and political skill moderate the sales manager servant leadership ? salesperson proactive behavior ─ salesperson overall performance. Design/methodology/approach: Empirical analysis is based on dyadic data from 181 industrial salespeople and their sales managers in a range of different industries (including both manufacturing and service industries). To analyze the multilevel moderated mediation process, this investigation uses Multilevel Structural Equation Modeling (MSEM). Findings: Sales manager servant leadership was positively related to salespeople overall performance rating through their proactive behavior except when their customer orientation was low. Moreover, this relationship between sales manager servant leadership and overall performance rating through proactive work behavior was stronger the greater the salespeople consumer orientation and political skill. Research implications: The study suggests that sales manager servant leadership is indirectly related to salesperson overall performance rating through salesperson proactive behavior. The findings also support subsequent research on salesperson values, skills, and behaviors as moderators in the servant leadership – proactive behavior – overall performance rating relationship. Understanding how these salesperson factors interact with sales management leadership to produce organizational outcomes (e.g., stress, engagement, organizational commitment) are questions that sales researchers may wish to pursue via further study. Practical implications: Sales managers should employ servant leadership to stimulate salespeople proactive work behavior. This study clearly indicates the salespeople need to adopt customer orientation and to have political skill. Hence, sales managers need to try to improve the customer orientation and the political skill of their salespeople through selection procedures or training programs. Originality/value: The relationship between sales manager servant leadership and salesperson overall performance through proactive work behavior has not been addressed and tested in the literature to date.     

The Joint Effects of Formal Institutions and Business Characteristics on Interfirm Guanxi in China: A Fuzzy Set Analysis

ABSTRACT

Purpose: This research intends to investigate the effects of formal market institutions on managers’ willingness to use personal networks, such as guanxi in China, for business success.

Methodology: We collect data from a major cellular phone manufacturer and its 277 retailers across China. We employ Fuzzy set Qualitative Comparative Analysis (FsQCA) to identify necessary conditions and causal recipes (combinations of antecedent conditions) for three elements of guanxi between boundary spanners (i.e., ganqing, information favor, and business support) and a firm’s operational performance.

Findings: We find that formal market institutions are not the sole factor influencing managers’ decisions on exercising guanxi practices and, in turn, achieving interfirm collaboration. We also find that there exists more than one causal recipe leading to each key element of guanxi between boundary spanners. The results also suggest that well-established formal market institutions would never be able to completely eliminate guanxi practices in China.

Originality: This paper is among the first to examine the joint effects of formal market institutions and key characteristics of interfirm relationships on the use of guanxi practices.     

Estimating Firm-Specific and Relational Properties in Interorganizational Relationships in Marketing

ABSTRACT

This research attempts to distinguish empirically between the potential influence of a manufacturer as compared to the influence of a manufacturer's salesperson over an industrial distributor. Given the existence of such a distinction, the scope of such influence is examined with regard to a distributor's business in eight different areas of potential influence: price, order quantity, product line, advertising and sales promotion, customer service, inventory, customer credit, and display. Data were collected from 412 industrial distributors in a marketing channel. The authors utilized regression analysis to distinguish between manufacturer and manufacturer salesperson power. Then, factor analysis was utilized to determine if the salesperson does have power over policy areas apart from that of the manufacturer. Research results suggest that the manufacturer's salesperson, compared with the manufacturer, possesses a different domain of power than does the manufacturer in a channel containing an industrial distributor.     

Effects of perceived organizational support and guanxi on salesperson performance: The mediation of customer need knowledge

Based on data from car dealers in China, this study examines the impacts of perceived organizational support (POS) and guanxi on personal performance and the mediating role of customer need knowledge (CNK). Results indicate that salespersons’ POS and guanxi with customers have a positively influence on their CNK and job performance; their CNK is also positively related to job performance. Meanwhile, CNK acts as a full mediator between salespersons’ POS and their job performance, and as a partial mediator between salespersons’ guanxi with clients and their job performance.     

An Integrated B2B Guanxi Model: A Taiwan Perspective

Abstract

Due to the uniqueness of Chinese culture, relationship marketing cannot be interpreted directly from the extant theories developed in Western society. Using qualitative research, the study constructed an integrated model of B2B gaunxi and proposed seven observations through the interviews with Taiwanese small and medium enterprises. The proposed model describes a complete process of building guanxi with five levels: evaluation of the target firm, channels for building guanxi, exchange of B2B guanxi, evaluation of guanxi quality, and evaluation of guanxi performance, which can be applied for developing business relationships in China. The use of interviewees’ real dialogs provides a “hands on/real world” view of the role of guanxi for building and maintaining business relationships, which have here-to-fore been treated in comparatively esoteric ways.     

Impact of Traditional Chinese Culture on Business-to-Business Relationship Marketing and Service Firm Performance

ABSTRACT

Purpose: This work addresses the mixed findings in relationship marketing studies regarding the importance of traditional culture-level (i.e., interpersonal) relationships on service firm outcomes.

Methodology/approach: This article leverages customer relationship marketing (CRM) theory to advance a framework for understanding the causal relationship between the Chinese cultural worldview and relationship marketing in order to better predict firm performance.

Findings: The author suggests that five major Chinese cultural characteristics—iren-qing, wa-pao, mianzi, chaxu-geju, and collectivism—can qualify the business-to-business (B-to-B) relationship building process and impact the effectiveness of interpersonal and/or group relationships on service firm outcomes.

Research implications: The study’s framework suggests that Chinese cultural characteristics, universal concepts manifest in the activities of Chinese society and organizations, have a positive effect on customer relationship marketing. Chinese culture characteristics can be used to generate excellent relationships with customers and thus create a consumer preference for certain companies and drive service marketing repurchase.

Originality/value/contribution: This study’s theoretical framework (a) distinguishes between Chinese cultural characteristic and relationship marketing relationships; (b) suggests that Chinese cultural characteristics and customer relationship marketing have a positive and substantial effect on service firm performance and that Chinese cultural characteristics are related to customer relationship marketing in their effect on service firm performance; and (c) provides managerially relevant guidelines for strategic sales planning.     

The need for services and technologies in physical fast fashion stores: Generation Y’s opinion

ABSTRACT

This study answers the question of in which services and technologies should fast fashion retailers with physical stores invest. Fifteen improvement options were identified through a literature review, corporate practice and expert interviews. Then, a sample of 255 members of Generation Y evaluated and classified these options as attractive, indifferent, must-be, one-dimensional, or reverse according to Kano’s approach using the segmented Kano perspective. Results show that Generation Y generally values service improvements (e.g. with respect to salesperson friendliness and competence) higher than technology improvements. However, this evaluation differs among customer segments: whereas quality-conscious fast fashion shoppers are mainly indifferent to technology improvements, other customer segments rate ‘3D Bodyscan’, ‘Barcode App’, ‘Click&Collect’, ‘iDressroom’, ‘iTerminal’, ‘Loc Aware App’, or ‘Self-Checkout’ as highly attractive.     

Consideration of the Role of Guanxi in the Ethical Judgments of Chinese Managers

The importance of personal connections and relationships, or guanxi when doing business with the Chinese is widely acknowledged amongst Western academics and business managers alike. However, aspects of guanxi-related behaviours in the workplace are often misunderstood by Westerners with some going so far as to equate guanxi with forms of corruption. This study extends earlier study of Tan and Snell: 2002, Journal of Business Ethics 41(December), 361–384) in its investigation of the underlying modes of moral reasoning in ethical decisions relating to aspects of guanxi, amongst Hong Kong managers. Managers’ ethical judgements and underlying moral reasoning relating to a series of guanxi-related behaviours were recorded. Content analysis yielded categories that correspond with categories of moral reasoning described in Kohlberg’s (1969, Handbook of Socialization Theory and Research, Rand McNally, Chicago, pp. 347–480) model. As hypothesised, it was found that harsher ethical evaluations of guanxi-related behaviours were positively correlated with the stage of moral reasoning. The most common types of reasoning were those corresponding to Kohlberg’s stages four and five which relate to moral reasoning based on law and order, and on reason rather than emotion. Stage 6, concerned with more universalistic approaches to moral reasoning, was utilised considerably less, consistent with popularly held beliefs of the relativistic nature of Chinese ethics.     

Buyer Loyalty in Business Markets: Can the Firm and Salesperson Get What They Truly Desire?

Purpose: Prior literature has acknowledged multi-foci customer loyalties (loyalty to the selling firm and salesperson-owned loyalty) and argued that both entities (selling firms and salespersons) foster customer loyalty through respective loyalty-capturing efforts (relationship investments). However, scholars have not investigated the influences of different types of interfirm relationship-specific investment (RSI) activities and salesperson behaviors (brand-building and guanxi behavior) on customer loyalty to the selling firm and salesperson-owned loyalty, especially their simultaneous (interaction) effects. The current research attempts to address this issue and examines the impacts that RSIs and salesperson behaviors have on customer loyalties.

Methodology/approach: A survey of seller–buyer dyads was conducted to test the proposed theoretical model and hypotheses. Using 192 dyadic data from customers and salespersons in the Chinese business-to-business contexts, this study specifies the direct and interactive effects of sellers’ RSIs and salespersons’ behaviors on customer loyalties.

Findings: Results indicate that selling firms’ loyalty-capturing efforts—property-based and knowledge-based RSIs—have different influences on two types of customer loyalty. Salespersons’ relationship investments—brand-building and guanxi behaviors—also have asymmetric impacts on customer loyalty. Counterintuitively, salespersons’ loyalty-capturing efforts weaken the relationships between firms’ RSIs and customer loyalties.

Originality/value/contribution: This study specifies different types of relationship investments and examines their respective and interactive impacts on two types of customer loyalty—loyalty to the selling firm and salesperson-owned loyalty. The findings indicate that firms’ and salespersons’ efforts may lead to unexpected and unintended effects on multi-foci loyalties. Therefore, the current study enriches our knowledge about multi-foci loyalty management and relationship marketing.

Practical implications: Because firms’ and salespersons’ loyalty-capturing strategies exert positive direct influences on loyalty to the selling firm and salesperson-owned loyalty, both entities may actively leverage relationship investments’ impact on customer loyalty. However, as the interactive effects derived from concurrent loyalty-enhancing activities are negative, firms need to clearly assess the nature and

characteristics of their relationship with buyers and properly design relationship investments and guide salesperson behaviors. Managers should use property-based RSIs as a primary safeguard of customer loyalty to the selling firm. Meanwhile, internal branding and training programs can help salespersons develop brand building behaviors and better understand the potential unintended outcomes that different behaviors may induce. Aligning a branding goal between the firm and salespersons can benefit both parties while avoiding counter-productive outcomes.     

Formation of Reputation in Business Markets

ABSTRACT

Purpose: This study adopts a relational perspective on reputation. We investigate how relationship characteristics impact a customer’s judgment of supplier reputation. We include characteristics at both the interfirm and interpersonal levels, and we additionally link these characteristics to interfirm trust in order to explore similarities and differences between reputation and interfirm trust.

Methodology/approach: A survey was conducted among firms in the Norwegian offshore oil and gas industry. We assessed the measurement model and tested the hypotheses by applying LISREL.

Findings: The results show that the customer’s dependence on the supplier, common knowledge, and interpersonal trust are positively related to reputation, while opportunism is negatively related to reputation. Reputation is positively linked to interfirm trust, and both reputation and interfirm trust impact the customer’s satisfaction with the supplier.

Research implications: This study sheds light on the role of relational mechanisms in reputation formation. It suggests that reputation primarily consists of cognitive components, while interfirm trust consists of more affective components. Reputation is an important factor in developing interfirm trust.

Practical implications: This study underscores the importance of a firm’s core relationships to customers for developing its reputation. Managers need to carefully develop their relationships to customers in such a way that these relationships are consistent with and confirm the reputation they want to build.

Originality/value: The study supports the view that relational characteristics play important roles in the formation of reputation in business markets.     

Can the label ‘member’ in a loyalty program context boost customer satisfaction?

ABSTRACT

This study examines if labeling customers as ‘member’ versus ‘non-member’ in the context of a firm’s loyalty program can influence the customers’ evaluations of the firm. It was assumed that firms’ membership-related labels, which typically are euphemisms in relation to the mere discounts offered by many loyalty programs, can (a) prime customers so that positively charged content in a general member category is activated, and that (b) this content can have a positive impact on evaluations of firms with loyalty programs. An experiment showed that evoking customers’ membership status resulted in a higher level of sense of belonging, and higher customer satisfaction, for members than for non-members. Sense of belonging mediated the impact of evoking membership status on customer satisfaction. A second study confirmed that the content of customers’ general member construct is indeed associated with sense of belonging and satisfaction.     

Can a positive mood counterbalance weak arguments in personal sales conversations?

In a personal sales conversation between a customer and a salesperson, the salesperson usually presents arguments for purchase alternatives to the customer. In addition to the quality of the presented arguments, the customer's mood is also expected to have effects on the customers’ product evaluation. In order to analyze mood and argument strength effects, we develop a theoretical model and conduct an empirical study based on a 2×2 experimental design. The results of the study show that the customers’ mood has both a direct and an indirect effect through the customers’ perception of the strength of the arguments provided by the salesperson on product evaluation.     

Salesperson implementation of sales strategy and its impact on sales performance

ABSTRACT

It has been observed in the academic and practitioner literature, a disconnect between the activities of salespeople and the sales strategy espoused by sales organizations. This study examines organizational and individual factors that can influence salespersons’ willingness and ability to implement sales strategy. This paper also seeks to examine the performance implications of sales strategy implementation by salespeople. Data were collected from a sample of 190 business-to-business salespeople in different industries. The study’s hypotheses were tested using partial least squares (PLS). The results of the study show that the different types of sales force control (behavior control and outcome control) has contrasting effects on salesperson market and technical knowledge and salesperson implementation of sales strategy. The results also demonstrate that when salespeople implement sales strategy as part of their sales process, it has a positive effect on their sales performance.     

Guanxi,political connections and resource acquisition in Chinese publicly listed private sector firms

In this study, we examined the role of guanxi as entrepreneurs’ resource-obtaining mechanism in private sector firms, using a data-set of 184 publicly listed firms in China. We found that guanxi indeed played a positive role that helped private sector firms gain easier access to resources. We also found that guanxi exerted even a greater positive effect on private sector firms’ resource obtaining compared to entrepreneurs’ political participation, due to being the lifeblood of business conduct and social interaction in Chinese culture.     

Embedded <Emphasis Type="Italic">guanxi</Emphasis> networks,market <Emphasis Type="Italic">guanxi</Emphasis> networks and entrepreneurial growth in the Chinese context

Entrepreneurial networks create an important entrepreneurial opportunity and facilitate resource acquisition. However, there has been little research on the correlation between the types of guanxi networks and entrepreneurial growth. This paper divides entrepreneurial/managerial networks into embedded guanxi networks based on social relationship and non-economic trade contracts, and market guanxi networks based on market negotiation. Hypotheses are proposed on how the embedded/market guanxi networks evolve with enterprise age and size. Data from 270 Chinese enterprises are used to empirically test the above classification and hypotheses. The results justify the new dichotomy for guanxi networks. It is also shown that, as an enterprise grows in age and size, its utilization of embedded guanxi network tends to decrease while its reliance on market guanxi network increases. In addition, as an enterprise grows in size and age, the impact of embedded guanxi network on enterprise performance remains significant, while the impact of market guanxi network keeps increasing.     

Workplace Guanxi: Its Dispositional Antecedents and Mediating Role in the Affectivity–Job Satisfaction Relationship

This paper examines dispositional sources of workplace guanxi and the mediating role of workplace guanxi on the affectivity and job satisfaction relationship. Data were collected from 808 respondents in multiple industries in a city in China’s northeast. The study found that both positive affectivity and negative affectivity have an effect on supervisor–subordinate guanxi and co-worker guanxi, which supports the proposition that workplace guanxi has a dispositional source. Supervisor–subordinate guanxi has a positive relationship with job satisfaction, although co-worker guanxi is not significantly related to job satisfaction. The research also found a mediating role of supervisor–subordinate guanxi on the affectivity and job satisfaction relationship, which suggests that supervisor–subordinate guanxi can extend the influence of affectivity to job satisfaction. Taken together, these results suggest that in a high power distance country such as China, supervisor–subordinate guanxi plays a more important role than co-worker guanxi in influencing job satisfaction. Theoretically, this study suggests the as yet unexplored possibility of dispositional antecedents of workplace guanxi and the role of workplace guanxi on the relationship between dispositions and workplace attitudes such as job satisfaction.     

Power-Base Effects on Salesperson Motivation and Performance: A Contingency View

Purpose: The sales literature shows that motivation is a key determinant of salesperson performance. The literature also suggests that how managers use social power will have an effect on important organizational outcomes, including salesperson performance. This study examines the five bases of social power that sales managers use (reward, coercive, legitimate, referent, and expert) as moderating influences in the salesperson motivation (extrinsic and intrinsic)—salesperson performance linkage.

Methodology/approach: Data was collected from 128 salespeople using a cross industry survey. Eight hypotheses were developed and tested using SmartPLS (partial least squares).

Findings: The authors found support for five of eight hypotheses. Results and significant findings suggest that sales managers can impact sales performance in extrinsically motivated salespeople by using coercive and legitimate power. For intrinsically motivated salespeople, sales managers can impact sales performance by using coercive, legitimate, and referent power.

Research implications: Related to social power theory, the study suggests that salesperson performance is dependent upon a salesperson’s combined motivation orientation and the base of power used by the sales manager. The study also sets the stage for subsequent research on how managerial power can be studied as a moderator for other personal salesperson characteristics (e.g., self-esteem, self-efficacy, locus of control) and salesperson performance. In addition, understanding how these other personal characteristics interact with managerial bases of power to produce other organizational outcomes (e.g., job satisfaction, organizational commitment) are questions that sales researchers may wish to pursue via further study.

Practical implications: For practicing sales managers, the research study can provide guidance as to how they may tailor their use of power to best impact salesperson performance. For a manager to understand the motivational makeup of each salesperson, open communication and dialogue must occur at the onset of their relationship. Having the knowledge of what drives each salesperson, a manager can modify their leadership style (and choice of power base) to suit the situation. Customizing these sales management approaches may also have long-term benefits for the organization as studies show that doing so can lead to reduced levels of turnover as well as increased levels of performance.

Contribution of the article: This study is important to sales research, theory, and practice. The authors contribute to the selling and sales management literature by extending motivation and social power theories into the sales domain by showing that managerial power may be a key moderating determinant between a salesperson’s motivation and his/her sales performance. For practicing sales managers, we provide some insight and guidance for understanding how to throttle or moderate their use of various social power bases when dealing with individual salespeople who may differ in their motivation orientation, age, and degree of selling experience.     

Making value co-creation a reality – exploring the co-creative value processes in customer–salesperson interaction

Abstract

We examine how value co-creation is engendered in transactional and relational interaction in a professional business-to-consumer (B2C) service industry through exploratory interviews with six organisations’ sales personnel and their customers. A dyadic model and propositions conceptualise the process of value co-creation at the interpersonal level. It was found that the customer and salesperson take on very distinct roles in the co-creative interaction, which is driven by characteristics previously unidentified in the context of value co-creation, such as a commitment to achieving common goals, establishing equitable dialogue and sharing interests. Examination of the value dimensions co-created found that reciprocal value realisation is not limited to business-to-business (B2B) contexts, as the involved parties create mutual episode value in discrete transactions, and mutual episode and relationship value in relational exchanges.     

Supervisor and Subordinate Guanxi: A Grounded Investigation in the People’s Republic of China

Despite the growing number of studies on the topic of guanxi in a work context, there is a paucity of research on supervisor–subordinate guanxi in the field of organisation and management. This article critically reviews the extant literature on guanxi in human resource management and organisational behaviour and applies an inductive approach to explore the perception of guanxi from both superior and subordinate perspectives in the People’s Republic of China. The study reports positive and ethical features of guanxi as well as unethical and negative practices in the Chinese workplace. On the positive side, guanxi comprises reciprocal exchange and perceived positive attributes, whereas its darker aspects include perceived unfairness and supervisor-targeted impression management. Managerial and research implications are discussed.