‘It's almost like taking the sales out of selling’—Towards a conceptualization of value-based selling in business markets

While the creation of superior customer value is regarded as fundamental to a firm's long-term survival and growth, little is known about the effective implementation of a firm's value orientation at sales force level. As the sales force plays a pivotal role in implementing marketing strategies, this study adopts a discovery oriented approach and conceptualizes value-based selling as an effective sales approach in business markets. Based on in-depth interviews with sales managers in a variety of industries, we identify and portray three salient dimensions of value-based selling, namely (1) understanding the customer's business model, (2) crafting the value proposition, and (3) communicating customer value. The selling behavior entails a mutual orientation and focuses on the value-in-use potential of the offering for the customer's business profits. We argue that value-based selling is a unique concept that differs from the established selling approaches and propose a conceptual model linking value-based selling to performance outcomes. To further advance our knowledge about the effective implementation of a firm's value orientation, we identify future research avenues embracing qualitative and quantitative research methodologies.     

How psychological resourcefulness increases salesperson's sales performance and the satisfaction of their customers: Exploring the mediating role of customer-oriented behaviors

This research examines the relationships among psychological resourcefulness, customer-oriented behaviors, sales performance, and customer satisfaction. Drawing from positive organizational behavior and broaden-and-build theory, the authors propose that (1) psychological resourcefulness positively influences customer-oriented behaviors and (2) customer-oriented behaviors mediate the influence of psychological resourcefulness on sales performance and customer satisfaction. The authors test, and provide support for, these hypotheses using a unique data set consisting of objective sales performance data and survey data collected from 175 salesperson-customer dyads from various industries within a business-to-business setting. The broader contribution of the article is that psychological resourcefulness may be central to salesperson performance and customer relationship effectiveness. Implications of the findings for theoreticians and practitioners are discussed.     

B2B content marketing for professional services: In-person versus digital contacts

We study whether marketing can have a new role, one that is better aligned with the sales force, by adapting content marketing (CM) in B2B professional services organizations. CM activities can be in-person events such as conferences, which involve personal contacts with clients, or digital, such as webinars (i.e., digital events) or posting firm-generated content on branded websites (i.e., digital content). Fitting random-effects negative binomial regression models with four years of panel data from a large, international, consulting service provider, we show that the number of sales leads and won opportunities from its key accounts are positively affected by the frequency of an account's employees attending digital events and consuming digital content, but not in-person events. Moreover, we find that CM affects sales leads for both low- and high-level account employees. These findings suggest that CM can be effective in bringing sales leads and won opportunities to B2B professional service providers and can play a complementary role to the existing sales force.     

How do the combinations of sales control systems influence sales performance? The mediating roles of distinct customer-oriented behaviors

By distinguishing customer-oriented behaviors into functional and relational ones, this study reveals how different combinations of sales control systems (namely activity control, outcome control, and capability control) affect a salesperson's distinct customer-oriented behaviors, which subsequently influence sales performance. By collecting data from business-to-business salespeople and their managers and using hierarchical linear modeling, we find that the outcome-capability control combination increases functional and relational customer-oriented behaviors. The outcome-activity control combination decreases functional customer-oriented behaviors. The activity-capability control combination increases functional customer-oriented behaviors but reduces relational customer-oriented behaviors. In addition, we find that both customer-oriented behaviors not only boost sales performance individually, but also complement each other to positively affect sales performance. These findings provide important theoretical and practical implications by demonstrating that combinations of control systems have a significant impact on a salesperson's functional and relational customer-oriented behaviors.     

The relationships among leadership,goal orientation,and service quality in high-contact service industries: An empirical study

High-contact service industries are characterized by close interaction between service employees and customers, and diverse customer needs. Such characteristics pose a great challenge to the delivery of services of superior quality. In this research we conceptually explore and empirically examine several attitudinal and motivational factors of customer-contact employees, and the management style of managers as antecedents to service quality in high-contact service sectors. Based on dyadic data collected from 230 service firms in Hong Kong, we examine the relationships among transformational leadership, transactional leadership, affective organizational commitment, learning goal orientation, performance goal orientation, and service quality. We find that learning goal orientation is more effective than performance goal orientation in fostering service quality in the high-contact service context. We also observe that transformational leadership tends to be more effective than transactional leadership in influencing employee attitude in high-contact service firms. This research pioneers theory-driven examination of service quality in high-contact service firms using data collected from service employees and shop managers for hypothesis testing.     

Activating salesperson resilience during the COVID-19 crisis: The roles of employer event communication and customer demandingness

Business-to-business (B2B) sales sector is among the business sectors severely affected by the COVID-19 outbreak. It is critical to understand how to help the workforce in the B2B sales sector grow resilient through such a crisis. The main aim of this study is to examine the role of employer event communication in fostering B2B salesperson resilience. The data were collected from 447 sales employees from manufacturing firms in an Asian emerging market during the pandemic crisis. The results revealed the positive link between employer event communication and salesperson resilience. Deliberate rumination was detected as a mediator for the relationship between employer event communication and resilience. However, while the significant and negative association was observed between employer event communication and intrusive rumination, the non-significant relationship occurred between intrusive rumination and resilience. Customer demandingness moderated the effects of intrusive and deliberate rumination on salesperson resilience. Discussions on theoretical and practical implications are displayed.     

The adoption of technological innovations in a B2B context and its impact on firm performance: An ethical leadership perspective

The introduction of the digital economy has opened much discussion on the various business models that challenge traditional thinking in B2B marketing. This includes technological innovation in the digital space which has brought about theoretical changes in the way marketing is applied, more so in the B2B environment where communication is essential in the alignment with various stakeholders. Several discussions on ethical leadership in the digital economy have provided some insights into addressing increased complexity in a society where markets are connected (physically) yet disconnected (proximity) and this has led marketing practices going astray. Our paper proposes the relevance of ethical leadership and its role in the application of technological innovation by arguing that technological innovation has a positive impact on firm performance and that ethical leadership plays a critical role in moderating this effect. We use a dynamic panel data system Generalized Method of Moment (GMM) approach to examine secondary data from 465 IT service companies and demonstrate that ethical leadership plays a critical role as it enables innovation through technology, and this has an impact on the firm's performance.     

Effect of service-related resources on employee and customer outcomes in trade shows

Despite widespread recognition of trade shows as a vehicle to provide services to visitors by exhibitors, there is a paucity of research in this area of special interest. Drawing on the resource-based view, we develop a research framework to examine the effects of service-related resources on exhibitor's personnel attitudes and visitor responses. We collected on-site data from 151 exhibitor's personnel and 366 visitors during a trade show. These responses were matched at the exhibitor level to test the research framework. We found a positive effect of service leadership and service technology in developing a customer-oriented service strategy with satisfied employees. Additionally, we demonstrate that service leadership positively moderates the effect of service technology on customer orientation. In contrast, service leadership negatively moderates the effect of empowerment on customer orientation. This suggests that similar firm resources do not complement each other perhaps because they are substitutable. Finally, we show that service-related resources not only affect customer orientation but also influence job satisfaction of exhibitor personnel and visitors responses such as interaction quality, satisfaction, and word-of-mouth intentions.     

Reputation gaps and the performance of service organizations

Links between the reputation of organizations and their financial performance are intuitively attractive to assume, but often difficult to demonstrate convincingly. Gaps between employee and customer perceptions of corporate reputation have traditionally been associated with poor performance. In the context of service business and applying assimilation‐contrast theory, we hypothesize that the nature of such gaps will, in reality, have a differential effect on future revenue depending on the size and valence of the gap. The effects of small gaps should be assimilated by customers, but larger ones have a greater potential of creating a contrast effect resulting in significant increases or decreases in subsequent sales. In businesses where employees have a more positive view of the company reputation than customers, we hypothesize a growth in future sales, and where they have a relatively more negative view, a decline. We test the effects of what we label as reputation gaps in 56 business units drawn from nine service organizations and confirm our hypotheses. Among the implications of our findings are that managing reputation by elevating employee perceptions of a company's reputation above those perceived by its customers holds the potential to enhance future sales. Copyright © 2009 John Wiley & Sons, Ltd.     

Person–organization fit, OCB and performance appraisal: Evidence from matched supervisor–salesperson data set in a Spanish context

Despite the extensive work carried out by sales researchers regarding the influence of organizational citizenship behaviors (OCB) on significant individual and organizational outcomes, it is still of interest to address new research questions and support previous results with samples from different organizational settings and other countries. Researchers have also identified the need to thoroughly investigate relationships between different antecedents of extra-role behaviors.In this study, we intend to test a two-part model. The first part of the model assumes that a salesperson's OCB is determined by Person–Organization fit and that this relationship is mediated by the salesperson's job satisfaction and organizational commitment. The second part examines the impact that such behavior may have on the supervisor's rating of the salesperson's performance.Data collected from 122 salesperson–supervisor dyads from 35 firms confirmed that Person–Organization fit has a positive effect on OCB due to the effect it has on the salesperson's job satisfaction. The results also verified the positive effect of OCB on the supervisor's evaluation of the sales agent's performance, both directly and indirectly, through the impact OCB had on the supervisor's fondness of the salesperson. Certain implications of this study, as well as directions for future research, are also addressed.     

Can food waste behavior be managed within the B2B workplace and beyond? The roles of quality of green communication and dual mediation paths

Food waste is becoming increasingly a crucial issue to organizations, but little is known about workplace food waste reduction among frontline employees in the business-to-business (B2B) context regardless of the salience of frontline employees with such a behavior as green intermediaries in B2B supply chains. Our research seeks to fill this gap by investigating how and when quality of green communication in the B2B workplace influences frontline employees' workplace and household food waste behavior, as well as the relationship between these two types of food waste behavior among frontline employees. The dataset for this study came from sales employees in manufacturing companies based in Vietnam. The results unveiled the roles of employees' green role identity and harmonious environmental passion as the dual mediation paths for the relationship between quality of green communication and employees' intention to reduce food waste, which in turn attenuated both their workplace and household food waste behavior. The positive relationship was noted between employees' workplace food waste behavior and their household food waste behavior. The results further demonstrated the boundary condition role of household leftovers reuse routines to enhance the link between intention to reduce food waste and food waste behavior. The implications are discussed on initiatives for reducing B2B frontline employees' food waste behavior, thereby transforming them into green agents in B2B supply chains.     

CEOs’ Transformational Leadership and Product Innovation Performance: The Roles of Corporate Entrepreneurship and Technology Orientation

Product innovation is an important research topic that has stimulated significant interest among management scholars and practitioners. Leadership has been suggested to be a critical factor affecting product innovation. Numerous studies have documented that transformational leadership positively influences product innovation performance, which is conceptualized as the degree to which a new product and/or service has achieved its market share, sales, rates of asset return, rates of investment return, and profit objectives. However, there is a lack of studies examining the specific means through which transformational leadership influences product innovation performance at the firm level. Therefore, this study aimed to investigate the processes through which such effect is achieved and to determine whether corporate entrepreneurship and technology orientation as intervening factors influence this effect. To test the hypotheses, data were collected from 151 matched top management team (TMT) members and chief executive officers (CEOs) from Chinese manufacturing firms. Two separate questionnaires were used to collect the data. TMT members’ questionnaire included measures of CEO's transformational leadership, whereas CEOs’ questionnaire included questions about corporate entrepreneurship, technology orientation, and product innovation performance. Hierarchical linear regression was used to test the hypothesized effects. The results of the analysis provided the support for the fully mediating role of corporate entrepreneurship on the relationship between CEOs' transformational leadership and product innovation performance. In addition, technology orientation was found to significantly moderate the CEOs' transformational leadership–corporate entrepreneurship linkage. Furthermore, the mediated moderation effect of corporate entrepreneurship on the relationships among CEOs’ transformational leadership, technology orientation, and product innovation performance was significantly supported. By studying leadership among CEOs, this study contributes to the research by elucidating the mechanisms through which transformational leadership influences product innovation performance. The mediating role of corporate entrepreneurship encourages managers to improve their leadership style so as to enhance the development of corporate entrepreneurship and innovation practices. The findings also show that technology orientation provides the conditions for the smooth translation of the CEO's transformational leadership into actual entrepreneurial activities. Hence, firms should prioritize technology orientation to optimize the implementation of transformational leadership so as to emphasize innovation and new venture creation.     

A knowledge-enabled procedure for customer relationship management

The value of knowledge management and customer relationship management is well recognized by many leading companies. This study presents a proposed model of Knowledge-enabled Customer Relationship Management and demonstrates the way in which the presented model can facilitate the identification of important factors that have key impacts on business performance in particular settings. The results show that employees in the steel industry indicate that to provide product and service information for customers and to share internally the best practice information can have benefits for hard measures such as market share, repeat purchases, and customer retention and for soft measures such as customer satisfaction, market leadership and customer loyalty. Employees in the textile industry report that to provide customer complaint information of customers and to share internally the best practice information can have benefits for hard measures such as customer retention, cost savings, and market share and for soft measures such as customer satisfaction, market leadership, customer loyalty, and customer and employee productivity.     

SOCO's impact on individual sales performance: The integration of selling skills as a missing link

Conventional wisdom suggests that a customer orientation is a vital cornerstone upon which the success of salespeople is predicated in terms of serving their customers and prospects. However, at a pragmatic level, not all salespeople practice a customer-oriented philosophy in their day-to-day selling. In fact, decades of sales research provide largely inconclusive results with respect to individual salespersons' customer orientation and performance outcomes. We argue that for customer orientation to be a predictor of sales performance, specific selling skills must be present. Furthermore, we empirically demonstrate that without these requisite selling skills, salespeople are better off utilizing a sales orientation approach, as opposed to a customer orientation approach. More provocatively, this research shows that a “missing link” in the long standing body of research on the SOCO (sales orientation/customer orientation) perspective is that specific selling skills can impact sales performance directly as well as moderate the impact that both a “sales orientation” and a “customer orientation” ultimately have on sales performance.     

Creating value in business relationships: The role of sales

Understanding the creation of value in business relationships has been a long-standing goal of researchers and managers alike. By adopting a relational perspective, recent research on business relationships has made much progress in understanding value-creating processes. As the sales function is thought to be a pivotal part of the value-creating processes in business relationships, the evolving view on creating relationship value clearly has implications for our understanding of the role of sales in these processes. In contrast to its importance, the question of how the sales function contributes to creating value in business relationships has been largely neglected in extant literature. The objective of our paper is to answer this question by systematically linking the relational value creating process to the sales function's content. Interpreting value creation as interaction process, we identify four features of value-creating processes in business relationships suggested in recent research (i.e., jointness, balanced initiative, interacted value, and socio-cognitive construction) and, based on these, outline a framework that is used to define a set of tasks that are key to creating value in business relationships and hence become critical for sales in its hitherto neglected role as co-creator of relationship value. We illustrate the various tasks of this new role of sales with data from 43 interviews with sales managers and salespeople. Along with related normative recommendations in extant literature, the interviews provide support for the validity and relevance of our framework for understanding the role of sales in creating relationship value. This framework puts forward a much-needed first effort towards a theory of sales' role in creating relationship value and offers several opportunities for future research.     

Social media in B2B sales: Why and when does salesperson social media usage affect salesperson performance?

The importance of social media usage by B2B salespeople has been well documented in the sales literature. In particular, a B2B salesperson's use of social media to prospect for customers and adapt their sales approach have primarily been shown to explain sales performance. However, an increasing body of literature in the sales domain has called for B2B salespeople to be ambidextrous by engaging in service activities aimed at helping their customers. We argue that by giving B2B salespeople an opportunity to communicate directly with their customers, social media is used by salespeople to proactively service their customers and hence can play a critical role in driving sales performance. Drawing from the Task-Technology Fit theory, we develop and test a conceptual model in which B2B salesperson social media usage affects salesperson performance indirectly through value-oriented prospecting and proactive servicing. Additionally peer social media usage was a key moderator in the relationship between B2B salesperson social media usage on the one hand and value-oriented prospecting and proactive servicing on the other hand. We test the model with data from 171 B2B salespeople and find that salesperson social media usage relates positively with proactive servicing and value-oriented prospecting. While we did not find support for the relationship between social media usage and adaptive selling, we did find support for the impact of all three sales activities salesperson performance. In addition, results show that peer social media usage has positive moderating effects on the B2B salesperson social media usage and value-oriented prospecting/proactive servicing relationships.     

Incubation matters: Measuring the effect of business incubators on the innovation performance of start‐ups

This article explores the role of business incubators on the innovation performance of start‐ups; in addition, we also investigate how the incubation effect moderates other important factors driving their innovation performance. The empirical evidence comes from a sample of firms located in Northern Italy belonging to the manufacturing (mechanical engineering firms) and service sectors (knowledge‐intensive business services). The results suggest that the incubation effect is very important in shaping the innovation performance of new ventures (measured as a percentage of sales of new‐to‐market innovations). Moreover, it positively moderates the impact of (1) the internal technical capabilities and (2) the adoption of a limited portfolio of collaborations for innovation.     

Currencies of exchange and global LMX: How they affect employee task performance and extra-role performance

Two studies are presented in this research to integrate the unidimensional and multidimensional perspective of leader-member exchange (LMX). We posit that the dimensions of multidimensional LMX (LMX-MDM) are the exchange currencies of global LMX and investigate their joint effects on task performance and extra-role behaviors of employees. The results from Study One indicate that the affect, loyalty, contribution, and professional respect dimension of LMX-MDM influence overall level of leader-member relationship quality, and global LMX is positively related to task performance as well as organizational citizenship behaviors (OCB). Study Two partially replicates the results in Study One and demonstrates that global LMX is also associated with contextual performance of employees. Limitations and future research on LMX are discussed.     

Customer Involvement in New Service Development: An Examination of Antecedents and Outcomes*

Customer involvement has been recognized as an important factor for successful service development. Despite its acknowledged importance, a review of the literature suggests that there is little empirical evidence about the effectiveness and outcomes of interacting with customers while developing new services. Similarly, the extant literature shows mixed views about the effect of technological uncertainty on customer involvement and the effectiveness of customer involvement at different stages of the new service development process. Against this backdrop, the present study has three objectives: (1) to investigate the effects of customer involvement on operational dimensions (i.e., innovation speed and technical quality) and market dimensions (i.e., competitive superiority and sales performance) of new service performance; (2) to examine the effect of technological novelty and technological turbulence on customer involvement; and (3) to explore the moderating effect of the stage of the development process on the relationships among technological novelty, technological turbulence and customer involvement, and customer involvement and new service performance. A total of 807 firms with 75 or more employees in a varied set of industries were selected from the Dun & Bradstreet's 2004 listing of Spanish service firms. A questionnaire was mailed to the person in charge of new service development at each company. A total of 102 complete questionnaires were returned. Findings reveal that whereas customer involvement has a positive direct effect on technical quality and innovation speed, it has an indirect effect on competitive superiority and sales performance through both technical quality and innovation speed. The study also finds a positive effect of technological novelty as well as technological turbulence on customer involvement. Contrary to expectations, the study does not find any moderating effects of the stage of the development process. This study has several theoretical and managerial implications. In terms of theoretical implications, the study supports the role of technological uncertainty (novelty and turbulence) as an antecedent to customer involvement. It also provides empirical evidence of the impact of customer involvement on operational and market dimensions of new service performance. In terms of managerial implications, the study offers critical insights on how customer involvement in new service development translates into improved new service performance. Furthermore, it reveals that the importance of customer involvement in technologically uncertain contexts and its impact on new service performance are independent of the stage of the development process, suggesting that managers should involve customers throughout the entire development process.     

关系行为对组织公民行为的双刃剑效应

研究基于整体公平理论和印象管理理论,探讨关系行为对组织公民行为的影响,以及整体公平感的中介作用。采用问卷调查法,以北京等12个城市22家企业的274名员工为样本,通过结构方程建模选择最优模型,并在此基础上检验研究假设。结果表明：（1）关系行为对组织公民行为产生显著的正向影响;（2）关系行为对整体公平感产生显著的负向影响;（3）整体公平感对组织公民行为产生显著的正向影响;（4）整体公平感在关系行为与组织公民行为之间起到部分中介作用。研究发现关系行为不仅直接对组织公民行为产生正向效应,而且还会通过整体公平感的中介作用间接的对组织公民行为产生负向效应,关系行为对组织公民行为具有双刃剑效应。