Selling the value: Perceptions of value from key stakeholders in university sales centers

Matthew M. Lastner, L. Scribner, Mark J. Pelletier
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Abstract

ABSTRACT The presence and influence of university-based sales centers are growing at a substantial rate, with 61 universities having membership in the University Sales Center Alliance (USCA) as of 2021, up from 52 in 2020 and 8 in 2002. While the function and appeal of having an interface exist between sales students, sales faculty, and sales center partners are apparent, the value created by sales centers for these diverse stakeholders remains underexplored. The present research explores the value derived by these stakeholder groups by conducting and analyzing 41 depth interviews of students, university faculty and administration, and members of partnering firms who are currently involved with university-based sales centers. A 3 × 2 matrix of the perceived value derived from sales centers, consisting of other vs. self-oriented, intrinsic vs. extrinsic, and active vs. passive, is presented across these stakeholder groups. The results suggest that value stemming from university-based sales centers often differs between stakeholders, suggesting that sales center administrators should not assume that value derived from sales centers is static or universal across the stakeholder groups.
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销售价值:大学销售中心主要利益相关者对价值的感知
摘要大学销售中心的存在和影响力正在以惊人的速度增长,截至2021年,已有61所大学加入了大学销售中心联盟(USCA),高于2020年的52所和2002年的8所。虽然销售学生、销售人员和销售中心合作伙伴之间存在接口的功能和吸引力是显而易见的,但销售中心为这些不同的利益相关者创造的价值仍然没有得到充分挖掘。本研究通过对学生、大学教职员工和行政人员以及目前参与大学销售中心的合作公司成员进行41次深度访谈,探讨了这些利益相关者群体所获得的价值。从销售中心获得的感知价值的3×2矩阵,包括其他与自我导向、内在与外在以及主动与被动,在这些利益相关者群体中呈现。研究结果表明,来自大学销售中心的价值在利益相关者之间往往不同,这表明销售中心管理员不应认为来自销售中心的值在利益相关群体中是静态的或普遍的。
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来源期刊
CiteScore
4.00
自引率
6.20%
发文量
21
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