How buyer–seller relationship orientation affects adaptation of sales processes to the buying process |
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| Institution: | 1. Technische Universität Braunschweig, Institute of Automotive Management and Industrial Production, Schleinitzstr. 23a, 38106 Braunschweig, Germany;2. Department of Marketing, TU Dortmund University, Otto-Hahn-Str. 6, 44221 Dortmund, Germany;3. Newcastle University Business School, 5 Barrack Road, Newcastle upon Tyne NE1 4SE, United Kingdom;1. KEDGE Business School, BP 921, 13288 Marseille Cedex 9, France;2. EMLYON Business School, 23 Av. Guy de Collongue, 69134 Ecully Cedex, France;1. Faculty of Commerce, Doshisha University, Karasuma-higashi-iru, Imadegawa-dori, Kamigyo-ku, Kyoto 602-8580, Japan;2. School of Commerce, Meiji University, 1-1 Kanda-Surugadai, Chiyoda-ku, Tokyo 101-8301, Japan;1. Antwerp Management School & University of Antwerp, Sint-Jacobsmarkt 9-13, 2000 Antwerp, Belgium;2. Department of Economics, Society, Politics, University of Urbino Carlo Bo, Via Saffi 42, 61029 Urbino, Italy;3. School of Business and Economics, Marketing and supply Chain Management, Maastricht University, P.O. Box 616, 6200 MD, Maastricht, Netherlands;1. Department of Strategic Management, Nijmegen School of Management, Radboud University, P.O. Box 9108, 6500 HK Nijmegen, The Netherlands;2. Laboratory of Design, Production & Management, Faculty of Engineering Technology, University of Twente, P.O. Box 217, 7500 AE Enschede, The Netherlands |
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| Abstract: | Adaptation in sales is common in business relationships. The purpose of this study is to understand how the buyer–seller relationship affects sellers' sales process adaptation to customers' buying processes. The results reveal how the buyer–seller relationship orientation affects sales process adaptation and its effects. The main sources of information in this qualitative inquiry are in-depth, semi-structured interviews with key informants representing a buyer–seller relationship. This study helps to shed light on how the buyer–seller relationship orientation affects sales process adaptation. The findings reveal that both the buyer and the seller have an impact on sales process adaptation. Extant research has recognized adaptation as a central aspect in relationships, while largely neglecting sales process adaptation. Thus, this study focuses on the effects of buyer–seller relationship orientation on sales process adaptation. |
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