Assessing the evolution of sales knowledge: A 20-year content analysis

1012 articles appearing in 15 prominent journals over the period 1983-2002 were content analyzed in order to assess the state of published research in the domain of selling and sales management. The results provide a comprehensive, two-decade look at the key topical, theoretical, and methodological patterns prevalent at the aggregate level as well as within selected journals. Without question, the sales field has generated a considerable body of knowledge representing a range of issues, empirical approaches, and conceptual foundations. However, this review reveals several longer term trends that may challenge the sales community to consider new approaches to designing and executing sales research. Implications of these findings for researchers and industrial marketing practitioners are discussed.     

How knowledge affects radical innovation: Knowledge base,market knowledge acquisition,and internal knowledge sharing

This paper examines how existing knowledge base (i.e., knowledge breadth and depth) interacts with knowledge integration mechanisms (i.e., external market knowledge acquisition and internal knowledge sharing) to affect radical innovation. Survey data from high technology companies in China demonstrate that the effects of knowledge breadth and depth are contingent on market knowledge acquisition and knowledge sharing in opposite ways. In particular, a firm with a broad knowledge base is more likely to achieve radical innovation in the presence of internal knowledge sharing rather than market knowledge acquisition. In contrast, a firm with a deep knowledge base is more capable of developing radical innovation through market knowledge acquisition rather than internal knowledge sharing. Copyright © 2012 John Wiley & Sons, Ltd.     

A process model of tacit knowledge transfer between sales and marketing

Although an ability to generate and transfer tacit knowledge provides the basis for competitive differentiation, organizations face two primary issues when attempting to achieve this task. First, tacit knowledge, which differs from explicit knowledge in that it can only be gained through experiences, deep interactions, and learning by doing, is highly complex and therefore difficult to transfer. Second, as challenging as tacit knowledge transfer may be under the most ideal circumstances, the issue is exacerbated by the fact that sales and marketing professionals oftentimes have a dysfunctional relationship. Addressing these issues, we present and examine a theoretical model which captures the process through which tacit knowledge transfer occurs across the two functions. Study results, derived from a sample of 215 salespeople, highlight the important role interfunctional communication quality and the development of a mutual understanding play in this process. We discuss the theoretical and managerial implications arising from the study, and present opportunities for further research in the area.     

Limitations to interorganizational knowledge acquisition: the paradox of corporate venture capital

By highlighting conditions under which viable interorganizational relationships do not materialize, we explore the limitations of interorganizational knowledge acquisition. In the empirical context of corporate venture capital (CVC), we analyze a sample of 1,646 start‐up‐stage ventures that received funding during the 1990s. Under a regime of weak intellectual property protection (IPP), an entrepreneur‐CVC investment relationship is less likely to form when the entrepreneurial invention targets the same industry as corporate products. In contrast, under a strong IPP regime, industry overlap is associated with an increase in the likelihood of an investment relationship. Our findings suggest that many relationships do not form because the corporation will not invest unless the entrepreneur discloses his or her invention, and the entrepreneur may be wary of doing so, fearing imitation. To the extent that a CVC has greater capability and inclination to target same‐industry ventures, such industry overlap would exacerbate imitation concerns under a weak IPP regime, yet facilitate an investment relationship under a strong IPP regime. Beyond CVC, this insight may explain patterns of other interorganizational relationships, including research and development alliances and technology licensing between start‐ups and incumbents. Copyright © 2009 John Wiley & Sons, Ltd.     

The impact of the product to service shift in industrial markets and the evolution of the sales organization

Marketing is undergoing a paradigmatic shift that involves a change in focus from the exchange of goods, which are usually manufactured output, to providing a service, which is fundamental to economic exchange (Vargo & Lusch 2004).Evidenced by three decades of marketing transformation in B2B (business-to-business) sales organizations, this paper examines the evolution of sales organizations as a result of the shift from product- to service-focused commerce. This paper also identifies areas of future research and practice in marketing. Findings suggest that the traditional product-focused sales organization will evolve in two directions. First, enhanced use of technology will reduce some traditional sales functions and even face-to-face contact. Second, customers who are important to marketers will experience improvements in the level of customer contact—leading to growth in customer-focused sales organizations and an increase in global account management teams. Changes in sales organizations will also lead to changes in the selection, training, and recruitment of salespeople as well as their roles.Direction for future research and managerial implications are highlighted throughout the paper as are changes likely to occur in sales organizations.     

Barriers to scientific and technical knowledge acquisition in industrial R&D

An understanding of how companies acquire external knowledge is important for any organisation which participates in technology transfer partnerships. The process of external knowledge acquisition within the development function of the pharmaceutical industry is described. Six pharmaceutical companies participated in this study. Group depth interviews were conducted with scientists from a wide range of disciplines and at different levels of seniority within their companies. Senior managers and information officers were interviewed individually. The findings indicated that, although this industry is a leader in formalised information services and commercial database usage, even here significant barriers to the acquisition of scientific and technological knowledge exist. In several of the companies examined the process of information acquisition is not addressed strategically and implemented at laboratory level.     

What matters to managerial knowledge acquisition in international joint ventures? High knowledge acquirers versus low knowledge acquirers

Although there is a general agreement amongst scholars that international joint venture (IJV) is a vehicle to acquire technology and knowledge from foreign parents, key factors differentiating high knowledge acquirers from low knowledge acquirers are not yet conclusive. For the purpose of this study, the samples are divided into two groups based on the extent of knowledge acquisition using cluster analysis. Then the two groups are examined to identify the main factors classifying the groups by using logistic regression. This study finds that managerial knowledge that has more sticky characteristics than technology is acquirable know-how. It also shows that trust between parents, international experience of IJV employees, and foreign parent’s support in various managerial functions will considerably increase the extent of knowledge acquisition for IJVs. In conclusion, based on the findings from this study, this paper offers suggestions to IJVs and multinational enterprises investing in Korea.     

Purchasing-driven sales: Matching sales strategies to the evolution of the purchasing function

The personal selling field has witnessed the emergence of various sales strategies, including relationship, value, key account, and solution selling. Despite claims about their effectiveness, recent work challenges the relevance of existing sales strategies across buying contexts. Specifically, emerging sales strategies often focus on the user in the customer organization, without being explicitly aligned with the increasingly important purchasing function. To define the critical role of the purchasing function for sales effectiveness, this study collects data from 32 firms in two markets; their purchasing departments reveal four stages of purchasing evolution: passive (price focused), independent (cost-focused), supportive (solution/innovation focused), and integrative (strategy focused). The research demonstrates that each stage of purchasing evolution then requires distinct sales strategies by selling firms and any mismatch of purchasing evolution and sales strategy may be detrimental to sales. This novel view and the supported findings offers several implications for both research and practice.     

Entrepreneurship,strategy, and organization: Individual and organization in the behaviour of the firm

The main purpose of this paper is to set out a number of ideas on business policy and corporate strategy which underlie a larger research project. It arises in part from a University Seminar in Industrial Economics which for many years provided a forum for academics and businessmen to discuss the growth and organization of particular firms: in part from the upsurge of interest in teaching business policy: and in part from a growing preoccupation, especially among business historians, with the decision-making processes within firms. These have wide implications for the understanding of the nature of entrepreneurship and strategy in the modern business corporation.     

Social media,customer engagement,and sales organizations: A research agenda

Organizations continue to make investments in social media with the hope that it will help their sales force in improving engagement with customers. The academic literature on social media use in business markets has supported the growth and utilization of such technology; however, much more work is needed. This article, building upon the recent scholarly advances and considering a managerial perspective, offers suggestions to guide future academic research examining the links between social media use and customer engagement within the B2B sales domain. Several research questions are presented under the four broad topics, namely utility of social media technologies, context matters, social media pitfalls, and futuristic social media applications.     

The use of social media in sales: Individual and organizational antecedents,and the role of customer engagement in social media

There is recognition that social media can benefit personal selling and sales management, especially in the B2B context. This research draws on interactional psychology theory to propose and test a model of usage of social media in sales, analyzing individual, organizational, and customer-related factors. We find that organizational competence and commitment with social media are key determinants of social media usage in sales, as well as individual commitment. Customer engagement with social media also predicts social media usage in sales, both directly and (mostly) through the individual and organizational factors analyzed, especially organizational competence and commitment. Finally, we find evidence of synergistic effects between individual competence and commitment, which is not found at the organizational level. We conduct multiple regression analysis of data obtained by surveying 220 sales executives in the United States.     

Selling and sales management: An introduction to the special section and recommendations on advancing the sales research agenda

Effectively managing the sales function is a prerequisite for success in business markets. Thus, practitioners are increasingly interested in improving the performance of their sales function. However, there is evidence pinpointing that academic research in the area may be experiencing a decline in its status among other subject areas in the marketing discipline. Fortunately, advances in the field of selling and sales management as reflected in the organization of specialized conferences/meetings and the development of special journal issues hold the promise of enhancing the status of sales within marketing academia. Following this stream of activities, this IMM special section on “Selling & Sales Management” aims at stimulating the level of discourse regarding how research in our field can be advanced. The present article introduces the special section; next, it summarizes the articles comprising the special section; and, finally, it concludes with some thoughts on fruitful research opportunities in the sales area.     

Using value analysis to support knowledge transfer in the multi-project setting

This paper investigates how formalized methodologies can effectively support the implementation of knowledge transfer practices in the multi-project setting. We propose a knowledge collection and transfer model grounded on the Value Analysis technique, empirically developed and validated through an action research in the shipbuilding industry. The proposed model facilitates decision making across multiple projects in the cruise ship design by stimulating the reuse of the available knowledge base and the exploitation of information needed to identify design solutions to solve the trade-off between functional requirements and available resources.     

Salesperson competitive intelligence and performance: The role of product knowledge and sales force automation usage

This research models and tests the relationship between a salesperson's product knowledge, competitive intelligence behaviors (SCIB), and performance. Moreover, the research examines how a salesperson's use of a sales force automation (SFA) system influences the knowledge–SCIB–performance relationship. Our model and empirical evidence suggest that a salesperson's product knowledge influences performance indirectly through SCIB, and that this indirect influence is moderated by salesperson SFA use. Results show that the indirect positive influence of salesperson product knowledge on salesperson performance through SCIB is attenuated as SFA use increases, and enhanced when SFA use decreases. Theoretical and managerial implications are presented, followed by a discussion of limitations and future research.     

MRP: A tool for product and sales management

One of the most important developments in the area of production and inventory control in recent years is the structuring and application of overall systems to control the flow of work and materials through the plant. The important aspects of these new systems are discussed below, as well as the benefits that such systems can provide. Attention is given to the opportunities that such systems afford the marketing function, in the context of product and sales management.     

Men versus women in industrial sales: A performance gap

Sales managers have typically directed an all-male sales force. Today, they are recruiting women for positions in industrial sales. Whereas such managers may have a number of questions about women, probably the single most important question is how men and women compare in job performance. Although trade publications report that women have done quite well in sales [1], the question should not be considered resolved. Trade reports are extremely useful but are not based on systematic evidence. Another difficulty with trade reports is the failure to test for spurious relationships, that is, apparent relationships due to variables correlated with both sex and performance. In particular, variables that may be related to both sex and job performance should be examined to see whether job performance differences are actually due to the sex of the person or whether such relationships are spurious.     

Toward a guanxi-bases view of structural holes in sales gatekeeping: A qualitative study of sales practices in China

Sales managers often engage relational gatekeepers who connect personally with key managers or decision-makers in the client organization to broker the structural holes (‘absence of direct connections’) in sales relations in closely-knit networked markets. Based on interviews with fourteen local sales managers working for foreign companies and seven local gatekeepers in China, we aim to understand how different types of guanxi (‘particularistic personal ties’) bases and related social ties interact with one another, and together bridge structural holes in the sales management. We develop propositions to capture the essence of approaches, bases, rules, and rewards in sales gatekeeping (which refer to a process that involves the facilitation provided by relational gatekeepers in social and business interactions between a sales manager and a client manager in sales). We further develop a framework for understanding the differences in terms of guanxi bases and gatekeeper ties between homogeneous and heterogeneous structural holes in sales gatekeeping. This new framework has important theoretical and practical implications, as it allows researchers and practitioners to evaluate the guanxi-base characteristics of structural holes in business networking in China, and to determine the appropriate gatekeeper tie for the different purposes of gatekeeping (symbolic vs. reciprocal) in sales management.