Pub Date : 2023-11-14DOI: 10.1080/08853134.2023.2268294
Stephanie M. Mangus
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Pub Date : 2023-11-09DOI: 10.1080/08853134.2023.2263172
Kristina K. Lindsey-Hall, Candice L. Marti, Nicole M. Boylan, Thomas L. Baker, Jessica L. Ogilvie
AbstractAmbidexterity in a business context has focused primarily on how organizations can strategically coordinate multiple, often competing tasks. Within the marketing function, ambidexterity has centered specifically on how frontline employees can best coordinate sales and service activities manifesting at the frontline. This paper systematically reviews the frontline literature to provide a framework that encompasses and reconciles the many forms of ambidexterity that arise at the frontline interface. This work identifies critical areas for future research to better unify the field, allowing for an inclusive understanding of frontline ambidexterity that encompasses any firm or firm representative involvement in the multiple routine and non-routine demands that emerge within a dynamic frontline interface. Notably, this review suggests a nuanced perspective of frontline ambidexterity, including three distinct forms that are labeled dueling, holistic, and synergistic ambidexterity. Thus, the objectives are to (1) assess the current state of the literature pertaining to a broader understanding of frontline ambidexterity, (2) identify classifications of frontline ambidexterity interactions that allow us to better understand the status of our knowledge base, and (3) critically evaluate this understanding to identify gaps and provide insights regarding extensive directions for future research in this domain.Keywords: frontline ambidexteritysalesservicesystematic reviewresearch agenda Declaration of interestNo potential conflict of interest was reported by the author(s).Notes1 Chain searching, also referred to as backward reference searching, involves searching the references listed in strong articles for additional relevant articles for review. Chain searching was performed on articles published from 2016-2023 that were identified through a Web of Science search (N = 26 articles including “sales ambidexterity,” “service ambidexterity,” “frontline ambidexterity,” or “Ambidextrous sales” anywhere in the article).2 VOSViewer is a software program that allows for constructing and visualizing bibliometric networks using terms and co-occurrences extracted from scholarly literature (see https://www.vosviewer.com/).
摘要商业环境中的双重性主要关注于组织如何在战略上协调多个经常是竞争的任务。在营销职能中，双元性特别集中在一线员工如何最好地协调一线的销售和服务活动。本文系统地回顾了一线文献，以提供一个框架，包括并协调在一线界面出现的多种形式的两面性。这项工作确定了未来研究的关键领域，以更好地统一该领域，允许对前线二元性的包容性理解，包括任何公司或公司代表参与动态前线界面中出现的多种常规和非常规需求。值得注意的是，本综述提出了一线双灵巧性的微妙视角，包括三种不同的形式，即决斗、整体和协同双灵巧。因此，本文的目标是:(1)评估与更广泛地理解一线双灵巧相关的文献现状;(2)确定一线双灵巧相互作用的分类，使我们能够更好地了解我们的知识库状态;(3)批判性地评估这种理解，以确定差距，并为该领域的未来研究提供广泛方向的见解。关键词:一线两面性销售服务系统评价研究议程利益声明作者未报告潜在利益冲突。注1链式搜索，也称为向后参考文献搜索，是指在强文章中列出的参考文献中搜索其他相关文章以供查阅。对通过Web of Science搜索确定的2016-2023年发表的文章进行连锁搜索(N = 26篇文章，包括“销售双灵巧性”、“服务双灵巧性”、“一线双灵巧性”或“双灵巧销售”)VOSViewer是一个软件程序，允许使用从学术文献中提取的术语和共现现象构建和可视化文献计量网络(见https://www.vosviewer.com/)。
{"title":"Frontline ambidexterity: a systematic review and future research agenda","authors":"Kristina K. Lindsey-Hall, Candice L. Marti, Nicole M. Boylan, Thomas L. Baker, Jessica L. Ogilvie","doi":"10.1080/08853134.2023.2263172","DOIUrl":"https://doi.org/10.1080/08853134.2023.2263172","url":null,"abstract":"AbstractAmbidexterity in a business context has focused primarily on how organizations can strategically coordinate multiple, often competing tasks. Within the marketing function, ambidexterity has centered specifically on how frontline employees can best coordinate sales and service activities manifesting at the frontline. This paper systematically reviews the frontline literature to provide a framework that encompasses and reconciles the many forms of ambidexterity that arise at the frontline interface. This work identifies critical areas for future research to better unify the field, allowing for an inclusive understanding of frontline ambidexterity that encompasses any firm or firm representative involvement in the multiple routine and non-routine demands that emerge within a dynamic frontline interface. Notably, this review suggests a nuanced perspective of frontline ambidexterity, including three distinct forms that are labeled dueling, holistic, and synergistic ambidexterity. Thus, the objectives are to (1) assess the current state of the literature pertaining to a broader understanding of frontline ambidexterity, (2) identify classifications of frontline ambidexterity interactions that allow us to better understand the status of our knowledge base, and (3) critically evaluate this understanding to identify gaps and provide insights regarding extensive directions for future research in this domain.Keywords: frontline ambidexteritysalesservicesystematic reviewresearch agenda Declaration of interestNo potential conflict of interest was reported by the author(s).Notes1 Chain searching, also referred to as backward reference searching, involves searching the references listed in strong articles for additional relevant articles for review. Chain searching was performed on articles published from 2016-2023 that were identified through a Web of Science search (N = 26 articles including “sales ambidexterity,” “service ambidexterity,” “frontline ambidexterity,” or “Ambidextrous sales” anywhere in the article).2 VOSViewer is a software program that allows for constructing and visualizing bibliometric networks using terms and co-occurrences extracted from scholarly literature (see https://www.vosviewer.com/).","PeriodicalId":16697,"journal":{"name":"Journal of Personal Selling and Sales Management","volume":"207 ","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-11-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135242184","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-10-27DOI: 10.1080/08853134.2023.2260108
Raj Agnihotri, Nawar N. Chaker, Riley Dugan, John M. Galvan, Edward Nowlin
Abstract Expecting improvements in productivity and performance, organizations continue to invest considerably in sales technology tools and platforms such as customer relationship management, social media, and artificial intelligence. Accordingly, scholars in this area have produced a rich literature stream. Nevertheless, a fragmented picture remains regarding sales technology’s role within the sales process and the factors leading to its adoption, use, and subsequent effectiveness. Hence, synthesizing extant scholarship that can be easily approached by managers and which can offer a guide for future research represents a worthy scholarly endeavor. In this study, we comprehensively (e.g. 115 articles) review the sales technology literature covering over fifty years (1971 to 2023). In so doing, we identify themes from past research and discuss implications for sales managers in the current technological era while offering potential research avenues that speculate on the future of the sales technology landscape.
{"title":"Sales technology research: a review and future research agenda","authors":"Raj Agnihotri, Nawar N. Chaker, Riley Dugan, John M. Galvan, Edward Nowlin","doi":"10.1080/08853134.2023.2260108","DOIUrl":"https://doi.org/10.1080/08853134.2023.2260108","url":null,"abstract":"Abstract Expecting improvements in productivity and performance, organizations continue to invest considerably in sales technology tools and platforms such as customer relationship management, social media, and artificial intelligence. Accordingly, scholars in this area have produced a rich literature stream. Nevertheless, a fragmented picture remains regarding sales technology’s role within the sales process and the factors leading to its adoption, use, and subsequent effectiveness. Hence, synthesizing extant scholarship that can be easily approached by managers and which can offer a guide for future research represents a worthy scholarly endeavor. In this study, we comprehensively (e.g. 115 articles) review the sales technology literature covering over fifty years (1971 to 2023). In so doing, we identify themes from past research and discuss implications for sales managers in the current technological era while offering potential research avenues that speculate on the future of the sales technology landscape.","PeriodicalId":16697,"journal":{"name":"Journal of Personal Selling and Sales Management","volume":"35 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"136317210","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-10-06DOI: 10.1080/08853134.2023.2243542
Simon Barner, Dirk Totzek
AbstractExternal shocks such as the COVID-19 pandemic can fundamentally change the working conditions of salespeople and their customer interactions. This paper examines whether and how a change in social media usage by B2B salespeople following the first wave of lockdowns in response to COVID-19 in 2020 affected their sales performance. The results of a survey of 568 B2B salespeople show that an increase in social media usage following this external shock can lead to an increase in salespeople’s performance under certain conditions: This effect is contingent on the salespeople’s level of training in social media and their customer focus in social media usage. If these conditions are not met, an increase in social media usage following this external shock may even decrease salespeople’s performance. These findings provide insights into how firms can better understand what helps to be prepared for a crisis such as the COVID-19 pandemic and successfully further embed social media in the functioning of their sales organizations.Keywords: B2Bpersonal sellingsalesforce managementsocial mediasales performanceCOVID-19 Disclosure statementNo potential conflict of interest was reported by the author(s).Notes1 We did not contact salespeople working as specialists and in special roles but focused on those having dedicated sales territories.
{"title":"Social media in response to COVID-19: how increased social media usage affects the performance of B2B salespeople in the “new normal”","authors":"Simon Barner, Dirk Totzek","doi":"10.1080/08853134.2023.2243542","DOIUrl":"https://doi.org/10.1080/08853134.2023.2243542","url":null,"abstract":"AbstractExternal shocks such as the COVID-19 pandemic can fundamentally change the working conditions of salespeople and their customer interactions. This paper examines whether and how a change in social media usage by B2B salespeople following the first wave of lockdowns in response to COVID-19 in 2020 affected their sales performance. The results of a survey of 568 B2B salespeople show that an increase in social media usage following this external shock can lead to an increase in salespeople’s performance under certain conditions: This effect is contingent on the salespeople’s level of training in social media and their customer focus in social media usage. If these conditions are not met, an increase in social media usage following this external shock may even decrease salespeople’s performance. These findings provide insights into how firms can better understand what helps to be prepared for a crisis such as the COVID-19 pandemic and successfully further embed social media in the functioning of their sales organizations.Keywords: B2Bpersonal sellingsalesforce managementsocial mediasales performanceCOVID-19 Disclosure statementNo potential conflict of interest was reported by the author(s).Notes1 We did not contact salespeople working as specialists and in special roles but focused on those having dedicated sales territories.","PeriodicalId":16697,"journal":{"name":"Journal of Personal Selling and Sales Management","volume":"5 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135351198","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-10-03DOI: 10.1080/08853134.2023.2257391
Adam Rapp, Tammy Rapp
AbstractToday’s business organizations are faced with increased competition and growing customer expectations which require varying approaches to market opportunities. These opportunities necessitate that organizational decision makers determine how to allocate resources based on the potential of the opportunity. Human capital is arguably the most important resource within an organization and many firms have moved from a single salesperson model to a team selling modality. While the adoption of a sales team approach has been growing in practice for decades, academic research has not kept pace with the changes in the field. The intent of this team selling literature review is to: 1) define team selling, 2) review recent and relevant literature that focuses on team selling both within and outside of the marketing discipline, 3) identify themes evident in the current team selling research, and 4) outline promising areas for future investigations that stem from each research theme.Keywords: TeamsTeam SellingSelling CentersSales Teams Declaration of interestNo potential conflict of interest was reported by the authors.
{"title":"Team selling: a review, implications, and an agenda for sales team research","authors":"Adam Rapp, Tammy Rapp","doi":"10.1080/08853134.2023.2257391","DOIUrl":"https://doi.org/10.1080/08853134.2023.2257391","url":null,"abstract":"AbstractToday’s business organizations are faced with increased competition and growing customer expectations which require varying approaches to market opportunities. These opportunities necessitate that organizational decision makers determine how to allocate resources based on the potential of the opportunity. Human capital is arguably the most important resource within an organization and many firms have moved from a single salesperson model to a team selling modality. While the adoption of a sales team approach has been growing in practice for decades, academic research has not kept pace with the changes in the field. The intent of this team selling literature review is to: 1) define team selling, 2) review recent and relevant literature that focuses on team selling both within and outside of the marketing discipline, 3) identify themes evident in the current team selling research, and 4) outline promising areas for future investigations that stem from each research theme.Keywords: TeamsTeam SellingSelling CentersSales Teams Declaration of interestNo potential conflict of interest was reported by the authors.","PeriodicalId":16697,"journal":{"name":"Journal of Personal Selling and Sales Management","volume":"49 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135695527","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-09-22DOI: 10.1080/08853134.2023.2252610
Brian N. Rutherford, Martha Troncoza, Scott C. Ambrose, Nwamaka Anaza, Ryan Matthews
AbstractThis study conducts a systematic review of salesperson sampling within the pages of the Journal of Personal Selling and Sales Management from 2013 to 2022. A total of 284 papers (all inclusive) were identified in the first step of the review. Next articles were qualified based on article types, methodology (research approach), and respondent type before additional analysis was conducted. This resulted in 109 published manuscripts with 147 unique salesperson samples for further review. Specifically, sample scope and participant profiles were examined based on the 109 articles. The sample scope included response metrics, study deployment, and contextual aspects. Participant profile includes the examination of demographics, experience, work details, and performance. Ensuing the systematic review, managerial importance and implications, best practices, and research insights and future research directions are provided. This includes guidance on the sampling frame overview, data collection, and sample contexts of participants for a better understanding of what information should be included in research studies. In turn, this study puts forth evidence that one type of salesperson sample does not fit all sales research, and the generalizability of the sample should be carefully considered.Keywords: Systematic reviewsalespersonsamplingbest practices Disclosure statementNo potential conflict of interest was reported by the author(s).
{"title":"One does not fit all: what is in a salesperson sample?","authors":"Brian N. Rutherford, Martha Troncoza, Scott C. Ambrose, Nwamaka Anaza, Ryan Matthews","doi":"10.1080/08853134.2023.2252610","DOIUrl":"https://doi.org/10.1080/08853134.2023.2252610","url":null,"abstract":"AbstractThis study conducts a systematic review of salesperson sampling within the pages of the Journal of Personal Selling and Sales Management from 2013 to 2022. A total of 284 papers (all inclusive) were identified in the first step of the review. Next articles were qualified based on article types, methodology (research approach), and respondent type before additional analysis was conducted. This resulted in 109 published manuscripts with 147 unique salesperson samples for further review. Specifically, sample scope and participant profiles were examined based on the 109 articles. The sample scope included response metrics, study deployment, and contextual aspects. Participant profile includes the examination of demographics, experience, work details, and performance. Ensuing the systematic review, managerial importance and implications, best practices, and research insights and future research directions are provided. This includes guidance on the sampling frame overview, data collection, and sample contexts of participants for a better understanding of what information should be included in research studies. In turn, this study puts forth evidence that one type of salesperson sample does not fit all sales research, and the generalizability of the sample should be carefully considered.Keywords: Systematic reviewsalespersonsamplingbest practices Disclosure statementNo potential conflict of interest was reported by the author(s).","PeriodicalId":16697,"journal":{"name":"Journal of Personal Selling and Sales Management","volume":"71 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"136015771","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-09-18DOI: 10.1080/08853134.2023.2250561
Peter D. Kerr, Javier Marcos-Cuevas
AbstractProfessional selling has been transformed over the last decade and is in constant flux. Fundamental changes have occurred in how best to achieve salesperson performance and how to measure it. In this article, we present a meta-analysis of the determinants of salesperson performance using 150 studies, 936 raw effects, and ten moderating variables captured from 2009 to 2020. Our findings enable us to identify 19 key determinants of performance and to classify these within a sales determinant continuum, ranging from universal, to context-specific to necessary but insufficient predictors of performance. Our results show the significant influence the operationalization of salesperson performance has on the relationship between sales determinants and performance outcomes. Our study offers more nuanced guidelines for sales management practice than previous studies and suggests a greater alignment between research sampling and performance measurement methods to further our understanding of sales performance going forward.Keywords: Sales performancesalespeoplemeta-analysisperformance measurement Declaration of interestNo potential conflict of interest was reported by the authors.
{"title":"Reclaiming the contingent nature of the determinants of salesperson performance: an extended meta-analysis","authors":"Peter D. Kerr, Javier Marcos-Cuevas","doi":"10.1080/08853134.2023.2250561","DOIUrl":"https://doi.org/10.1080/08853134.2023.2250561","url":null,"abstract":"AbstractProfessional selling has been transformed over the last decade and is in constant flux. Fundamental changes have occurred in how best to achieve salesperson performance and how to measure it. In this article, we present a meta-analysis of the determinants of salesperson performance using 150 studies, 936 raw effects, and ten moderating variables captured from 2009 to 2020. Our findings enable us to identify 19 key determinants of performance and to classify these within a sales determinant continuum, ranging from universal, to context-specific to necessary but insufficient predictors of performance. Our results show the significant influence the operationalization of salesperson performance has on the relationship between sales determinants and performance outcomes. Our study offers more nuanced guidelines for sales management practice than previous studies and suggests a greater alignment between research sampling and performance measurement methods to further our understanding of sales performance going forward.Keywords: Sales performancesalespeoplemeta-analysisperformance measurement Declaration of interestNo potential conflict of interest was reported by the authors.","PeriodicalId":16697,"journal":{"name":"Journal of Personal Selling and Sales Management","volume":"50 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135148649","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-09-18DOI: 10.1080/08853134.2023.2244675
Colin B. Gabler, V. Myles Landers, Omar S. Itani
AbstractSustainability has become a consideration for every firm operating in today’s business landscape. Scholars are tasked with uncovering bridges and barriers to successfully implement sustainability strategies, and the academic community has largely responded. However, while sustainability research has proliferated across business disciplines, it is conspicuously missing from professional selling and sales management. This is partly due to conceptual ambiguity, but also because sustainability generally involves firm-level policies and programs, and therefore domains like consumer behavior, marketing strategy, and supply chain management have occupied the space. This is problematic because while executives develop sustainability strategies, the sales force is responsible for conveying those priorities to external stakeholders. Therefore, the goals of our manuscript are to: 1) organize and refine the definition of sustainability in a professional selling context, 2) review relevant literature that examines sustainability in that context, 3) explore emergent themes from this review that 4) reveal gaps in our understanding, and 5) present a research agenda for sales scholars to bridge these gaps and advance our understanding of the role of sustainability in sales and vice versa.Keywords: sustainabilityenvironmental orientationcorporate social responsibilitytriple bottom linesalespeoplestakeholders Notes1 It is important to note that industry dynamics, environmental factors, cultural differences, political circumstances, and other factors outside of a firm’s control can influence these strategies. Further, firms can move up (or down) the pyramid as their motivations change or in response to changing customer expectations. For instance, Unilever is consistently ranked as a top sustainability brand. We discuss their Sustainable Living Plan strategy because it aligned with the bottom level of the hierarchy.
{"title":"Sustainability and professional sales: a review and future research agenda","authors":"Colin B. Gabler, V. Myles Landers, Omar S. Itani","doi":"10.1080/08853134.2023.2244675","DOIUrl":"https://doi.org/10.1080/08853134.2023.2244675","url":null,"abstract":"AbstractSustainability has become a consideration for every firm operating in today’s business landscape. Scholars are tasked with uncovering bridges and barriers to successfully implement sustainability strategies, and the academic community has largely responded. However, while sustainability research has proliferated across business disciplines, it is conspicuously missing from professional selling and sales management. This is partly due to conceptual ambiguity, but also because sustainability generally involves firm-level policies and programs, and therefore domains like consumer behavior, marketing strategy, and supply chain management have occupied the space. This is problematic because while executives develop sustainability strategies, the sales force is responsible for conveying those priorities to external stakeholders. Therefore, the goals of our manuscript are to: 1) organize and refine the definition of sustainability in a professional selling context, 2) review relevant literature that examines sustainability in that context, 3) explore emergent themes from this review that 4) reveal gaps in our understanding, and 5) present a research agenda for sales scholars to bridge these gaps and advance our understanding of the role of sustainability in sales and vice versa.Keywords: sustainabilityenvironmental orientationcorporate social responsibilitytriple bottom linesalespeoplestakeholders Notes1 It is important to note that industry dynamics, environmental factors, cultural differences, political circumstances, and other factors outside of a firm’s control can influence these strategies. Further, firms can move up (or down) the pyramid as their motivations change or in response to changing customer expectations. For instance, Unilever is consistently ranked as a top sustainability brand. We discuss their Sustainable Living Plan strategy because it aligned with the bottom level of the hierarchy.","PeriodicalId":16697,"journal":{"name":"Journal of Personal Selling and Sales Management","volume":"30 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135148865","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-09-18DOI: 10.1080/08853134.2023.2252608
Lisa Beeler, Maria Rouziou, Moumita Das Gyomlai
AbstractBrand relationships influence human attitudes, intentions, and behaviors. While past research has generously explored this idea in the customer context, less research has explored the role brand relationships play in the context of frontline employees or salespeople. While much of the customer literature can be used to inform our understanding of salesperson-brand relationships, there are nuances of being an employee, and specifically a salesperson, that have left many research questions unanswered. Consequently, a state of the literature in this domain is warranted to better understand how future research can grow this critical stream. The current research identifies, reviews, and synthesizes 52 salesperson-brand relationship articles. A comprehensive summary of common brand constructs (e.g. brand identification, brand attachment) is employed and supplemented with a social network analysis. To encourage more research in the salesperson-brand domain, we then summarize common themes that pervade the literature and identify a plethora of future opportunities in both established domains (e.g. brand relationships increase effort) and new frontiers (e.g. exploring the dark side of salespeople-brand relationships).Keywords: Brandbrand identificationbrand attachmentsalespersonreview Notes1 For detailed explanations of social network terms and centralities see Table A1 (Web appendix), Borgatti, Everett, and Johnson Citation2018, and Iacobucci et al. Citation2017.
摘要品牌关系影响人们的态度、意图和行为。虽然过去的研究大量地在客户背景下探讨了这一观点，但很少有研究探讨品牌关系在一线员工或销售人员的背景下所扮演的角色。虽然许多客户文献可以用来帮助我们理解销售人员与品牌之间的关系，但作为一名员工，尤其是一名销售人员，有一些细微的差别，让许多研究问题没有得到解答。因此，这一领域的文献状况有必要更好地理解未来的研究如何发展这一关键流。目前的研究识别、评论并综合了52篇销售人员与品牌关系的文章。综合总结了常见的品牌结构(如品牌识别、品牌依恋)，并辅以社会网络分析。为了鼓励在销售人员-品牌领域进行更多的研究，我们总结了普遍存在于文献中的共同主题，并确定了现有领域(例如品牌关系增加努力)和新领域(例如探索销售人员-品牌关系的阴暗面)的大量未来机会。关键词:品牌识别品牌依恋销售人员评论注1社交网络术语和中心性的详细解释见表A1 (Web附录)，Borgatti, Everett, and Johnson Citation2018，以及Iacobucci等人。Citation2017。
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Pub Date : 2014-02-05DOI: 10.1007/978-3-319-10873-5_25
Bashar S. Gammoh, Michael Mallin, E. Pullins
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