عنوان انگلیسی مقاله:

How sales strategy translates into performance: The role of salesperson customer orientation and value-based selling

ترجمه عنوان مقاله: چگونه علوم فنون فروش را عملی کنیم: نقش محوری فروشنده و مشتری و ارزش پایه ای فروش

رشته: بازاریابی

سال انتشار: 2015

تعداد صفحات مقاله انگلیسی: 10 صفحه

منبع: ساینس دایرکت و الزویر

نوع فایل: pdf

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چکیده مقاله

Absract How sales strategy translates into performance …

The role of selling has become increasingly analytical and it is a central topic on senior management’s agenda in business markets. Still, sales strategy remains an under-researched topic in the business-to-business marketing domain. Very little is known about how to implement it effectively or about the mechanisms of how sales strategy affects performance, despite its apparent importance for firm success. Drawing on a large-scale sample of 816 salespeople and directors from 30 sales organizations, and employing multilevel structural equation modeling, this study sheds light on the chain of effects that transforms sales strategy as an organizational variable into selling performance captured on the individual salesperson level. The findings demonstrate that a firm’s sales strategy is related to market performance and affects salesperson selling performance both directly and indirectly.

Further, the results show that each sales strategy dimension affects salesperson performance in a unique way. Of the three dimensions of sales strategy studied, only segmentation directly impacts salesperson selling performance. Prioritization and selling models impact salesperson performance indirectly, via their impact on customer orientation and value-based selling. These results lead to actionable implications for the effective implementation of sales strategy in business markets.

Keywords: Sales strategy, Strategy implementation, Customer orientation, Value-based selling, Multilevel modeling

مقدمه مقاله

Introduction How sales strategy translates into performance …

Business-to-business firms’ selling practices are becoming increasingly analytical and top-management focused (Homburg et al., 2000; Homburg et al., 2008a, 2008b; Leigh & Marshall, 2001; Storbacka et al., 2009). While the conceptualization of sales strategy (Panagopoulos & Avlonitis, 2010) has been an important step in studying these more strategic rather than operational aspects of selling, few empirical studies have shed light on the effect of sales strategy on performance. Most research on sales strategy remains conceptual or provides only anecdot-al evidence (e.g.,Ingram et al., 2002).

ترجمه نقش محوری فروشنده و مشتری و ارزش پایه ای فروش: چگونه علوم فنون فروش را عملی کنیم