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Antecedents and performance outcomes of value-based selling in sales teams: a multilevel, systems theory of motivation perspective

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Antecedents and Performance Outcomes of Value-Based Selling in Sales Teams A Multilevel, Systems Theory of Motivation Perspective.pdf (591.6Kb)
Date
2020
Author
Mullins, Ryan
Mengüç, Bülent
Panagopoulos, Nikolaos G.
Abstract
Firms are increasingly deploying a value-based selling (VBS) approach in their sales organizations to drive growth for new offerings. However, VBS adoption remains challenging, signaling that leaders need guidance to motivate VBS. Drawing from the systems theory of motivation, we examine motivational mechanisms at two levels-salesperson and sales team-to understand how to motivate, and benefit from, VBS. Using multisource data (i.e., salespeople, managers, archival performance) from 70 sales teams in a U.S.-based manufacturing and services provider, our findings illustrate drivers and outcomes of VBS. Specifically, we uncover a framework of salesperson, leader, customer, and team factors that help explain salesperson motivation for VBS. Importantly, we link VBS to customers' adoption of new products to support VBS's role for selling new products. Critical for sales team strategy, our model also integrates a team-level motivational mechanism to provide a comprehensive framework for salesperson and sales team motivations and outcomes.

Source

Journal of The Academy of Marketing Science

Issue

6

Volume

48

Pages

1053-1074

URI

https://doi.org/10.1007/s11747-019-00705-2
https://hdl.handle.net/20.500.12469/3523

Collections

  • Araştırma Çıktıları / Scopus [1565]
  • Araştırma Çıktıları / WOS [1518]
  • İşletme / Business Administration [81]

Keywords

Value-based selling
Systems theory
Salesperson motivation
Sales teams
New product selling
Sales performance

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DSpace software copyright © 2002-2015  DuraSpace
Contact Us | Send Feedback
Theme by 
@mire NV