Pub Date : 2019-09-24DOI: 10.1080/10495142.2019.1668327
Renata V. Klafke, Osten Flávio Von Der, S. Didonet, A. Toaldo
ABSTRACT This paper offers a theoretical analysis of the nonprofit organizations´ (NPO) phenomenon through the lens of service-dominant logic theory. Specifically, it focuses on donative nonprofit organizations (DNPO), perceiving firms’ relationships that involve the simultaneous pursuit of competition and cooperation. We posit that DNPOs should cooperate to incrust the donation mentality, assuming that institutions have the ability to control and shape human behavior by establishing behavioral patterns. Once this factor is institutionalized, a relational environment of co-creation value is established, and this is where DNPOs may be able to offer better value proposition in order to compete for donations. This study has revealed the richness and complex character of the research field of donation. Managerially, it offers insights about how DNPOs compete, which could assist managers to better handle their operand resources. We argue that if DNPOs understand the circumstances that make people donate and understand what type of value they are looking for, then these firms will be able to encourage people to become donors or to increase their contributions.
{"title":"Service-Dominant Logic and Nonprofit Organizations: A Value Creation Perspective","authors":"Renata V. Klafke, Osten Flávio Von Der, S. Didonet, A. Toaldo","doi":"10.1080/10495142.2019.1668327","DOIUrl":"https://doi.org/10.1080/10495142.2019.1668327","url":null,"abstract":"ABSTRACT This paper offers a theoretical analysis of the nonprofit organizations´ (NPO) phenomenon through the lens of service-dominant logic theory. Specifically, it focuses on donative nonprofit organizations (DNPO), perceiving firms’ relationships that involve the simultaneous pursuit of competition and cooperation. We posit that DNPOs should cooperate to incrust the donation mentality, assuming that institutions have the ability to control and shape human behavior by establishing behavioral patterns. Once this factor is institutionalized, a relational environment of co-creation value is established, and this is where DNPOs may be able to offer better value proposition in order to compete for donations. This study has revealed the richness and complex character of the research field of donation. Managerially, it offers insights about how DNPOs compete, which could assist managers to better handle their operand resources. We argue that if DNPOs understand the circumstances that make people donate and understand what type of value they are looking for, then these firms will be able to encourage people to become donors or to increase their contributions.","PeriodicalId":46735,"journal":{"name":"Journal of Nonprofit & Public Sector Marketing","volume":"33 1","pages":"65 - 83"},"PeriodicalIF":1.4,"publicationDate":"2019-09-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10495142.2019.1668327","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43239212","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 : 2019-09-19DOI: 10.1080/10495142.2019.1668328
Victor Saha, Praveen Goyal
ABSTRACT Co-creation is emerging as an important marketing strategy in the public services sector. This paper examines the mechanism through which co-creation can be employed to drive the success of developmental initiatives in the public services sector. Through a case study methodology using in-depth interviews of 16 implementation experts, the study provides with a comprehensive framework that explicates the manner in which co-creation can be used as a strategy for success in the context of public services. This study, in essence, attempts to draw on the insights of value co-creation from the business world and explores the possibility of integration of those insights with the public services sector. Based on the findings, we discuss the significant contributions the study has made to the theoretical development and conceptual enrichment of the public services management literature.
{"title":"How Co-creation Drives the Success of Public Service Initiatives? A Case-study Based Analysis","authors":"Victor Saha, Praveen Goyal","doi":"10.1080/10495142.2019.1668328","DOIUrl":"https://doi.org/10.1080/10495142.2019.1668328","url":null,"abstract":"ABSTRACT Co-creation is emerging as an important marketing strategy in the public services sector. This paper examines the mechanism through which co-creation can be employed to drive the success of developmental initiatives in the public services sector. Through a case study methodology using in-depth interviews of 16 implementation experts, the study provides with a comprehensive framework that explicates the manner in which co-creation can be used as a strategy for success in the context of public services. This study, in essence, attempts to draw on the insights of value co-creation from the business world and explores the possibility of integration of those insights with the public services sector. Based on the findings, we discuss the significant contributions the study has made to the theoretical development and conceptual enrichment of the public services management literature.","PeriodicalId":46735,"journal":{"name":"Journal of Nonprofit & Public Sector Marketing","volume":"33 1","pages":"286 - 306"},"PeriodicalIF":1.4,"publicationDate":"2019-09-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10495142.2019.1668328","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42085712","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 : 2019-08-30DOI: 10.1080/10495142.2019.1656138
I. Pedro, J. Andraz
ABSTRACT This paper intends to analyze alumni commitment as a determinant to loyalty, measured by recommendation and participation and to identify its determinants considering satisfaction and image variables. Using data of a public Portuguese higher education institution, the results suggest that the performance and the timetable of support services, as well as the relationship with teachers, are determinants of alumni recommendation, whereas a good opinion of the quality of educational training, the satisfaction with the teachers’ ability, the relationships with them and with the non-academic staff strength the alumni participation in the institution’s activities. Although both satisfaction and image variables are determinant to explain alumni loyalty, their effects on loyalty seem to be unbalanced as the image variables seem to be more determinant in increasing both the probability of recommendation and participation. These results provide relevant information to support communication and advertising strategies and they may be a good help to other Higher Education Institutions.
{"title":"Alumni Commitment in Higher Education Institutions: Determinants and Empirical Evidence","authors":"I. Pedro, J. Andraz","doi":"10.1080/10495142.2019.1656138","DOIUrl":"https://doi.org/10.1080/10495142.2019.1656138","url":null,"abstract":"ABSTRACT This paper intends to analyze alumni commitment as a determinant to loyalty, measured by recommendation and participation and to identify its determinants considering satisfaction and image variables. Using data of a public Portuguese higher education institution, the results suggest that the performance and the timetable of support services, as well as the relationship with teachers, are determinants of alumni recommendation, whereas a good opinion of the quality of educational training, the satisfaction with the teachers’ ability, the relationships with them and with the non-academic staff strength the alumni participation in the institution’s activities. Although both satisfaction and image variables are determinant to explain alumni loyalty, their effects on loyalty seem to be unbalanced as the image variables seem to be more determinant in increasing both the probability of recommendation and participation. These results provide relevant information to support communication and advertising strategies and they may be a good help to other Higher Education Institutions.","PeriodicalId":46735,"journal":{"name":"Journal of Nonprofit & Public Sector Marketing","volume":"33 1","pages":"29 - 64"},"PeriodicalIF":1.4,"publicationDate":"2019-08-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10495142.2019.1656138","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48113883","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 : 2019-08-28DOI: 10.1080/10495142.2019.1656137
Sun-Young Park, Doori Song
ABSTRACT This study examines the effects of the interaction between regulatory focus frames and self-construal (i.e., regulatory fit effects), and the mediating effects of involvement on responses to advertising messages that promote recycling. The results show that promotion-focused frames generate more positive attitudes and behavioral intentions in individuals with interdependent self-construal, whereas there was no differential framing effect in individuals with independent self-construal. The findings demonstrate a unique pattern of regulatory fit effects, also mediated by involvement with the recycling issues, in the context of environmental appeals. This study contributes to the findings of regulatory goal compatibility by investigating the effects of regulatory focus, self-construal, and involvement interplay in the context of recycling advertising campaign. Theoretical and practical implications of the study are discussed.
{"title":"The “Just-Right Feeling” and Recycling Behaviors: The Role of Regulatory Focus, Self-Construal, and Involvement","authors":"Sun-Young Park, Doori Song","doi":"10.1080/10495142.2019.1656137","DOIUrl":"https://doi.org/10.1080/10495142.2019.1656137","url":null,"abstract":"ABSTRACT This study examines the effects of the interaction between regulatory focus frames and self-construal (i.e., regulatory fit effects), and the mediating effects of involvement on responses to advertising messages that promote recycling. The results show that promotion-focused frames generate more positive attitudes and behavioral intentions in individuals with interdependent self-construal, whereas there was no differential framing effect in individuals with independent self-construal. The findings demonstrate a unique pattern of regulatory fit effects, also mediated by involvement with the recycling issues, in the context of environmental appeals. This study contributes to the findings of regulatory goal compatibility by investigating the effects of regulatory focus, self-construal, and involvement interplay in the context of recycling advertising campaign. Theoretical and practical implications of the study are discussed.","PeriodicalId":46735,"journal":{"name":"Journal of Nonprofit & Public Sector Marketing","volume":"33 1","pages":"239 - 264"},"PeriodicalIF":1.4,"publicationDate":"2019-08-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10495142.2019.1656137","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46416851","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 : 2019-08-28DOI: 10.1080/10495142.2019.1656139
Iain McGee
ABSTRACT A number of studies into fundraising discourse have investigated the functional moves and the language or visual semiotics commonly associated with these. However, there has been no research into structural organization move management in newspaper fundraising advertisements. The goal of this research is to understand how copywriters “manage” the solicit response (SR) move, in newspaper ads. Using a corpus of 70 newspaper fundraising ads, the structural positions (including paragraph positions), repetition patterns, and textual highlighting of the SR move are documented in an attempt to understand how copywriters and ad designers manage the potentially conflicting considerations of pragmatic appropriacy and known reader attention and focus behavior. The results indicate that there are specific locations within the ads which typically carry the SR move, a key location being sentence-final position in main body paragraphs. The research findings suggest the importance that is attached to functional-structural mapping by fundraising copywriters and ad designers.
{"title":"The Textual Management of the Solicit Response Move in Newspaper Fundraising Advertisements","authors":"Iain McGee","doi":"10.1080/10495142.2019.1656139","DOIUrl":"https://doi.org/10.1080/10495142.2019.1656139","url":null,"abstract":"ABSTRACT A number of studies into fundraising discourse have investigated the functional moves and the language or visual semiotics commonly associated with these. However, there has been no research into structural organization move management in newspaper fundraising advertisements. The goal of this research is to understand how copywriters “manage” the solicit response (SR) move, in newspaper ads. Using a corpus of 70 newspaper fundraising ads, the structural positions (including paragraph positions), repetition patterns, and textual highlighting of the SR move are documented in an attempt to understand how copywriters and ad designers manage the potentially conflicting considerations of pragmatic appropriacy and known reader attention and focus behavior. The results indicate that there are specific locations within the ads which typically carry the SR move, a key location being sentence-final position in main body paragraphs. The research findings suggest the importance that is attached to functional-structural mapping by fundraising copywriters and ad designers.","PeriodicalId":46735,"journal":{"name":"Journal of Nonprofit & Public Sector Marketing","volume":"33 1","pages":"265 - 285"},"PeriodicalIF":1.4,"publicationDate":"2019-08-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10495142.2019.1656139","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47209464","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 : 2019-04-11DOI: 10.1080/10495142.2019.1589632
E. Olson, S. Arendt, E. Fitzpatrick, S. Hauser, A. Rainville, B. W. Rice, K. Lewis
ABSTRACT The aim of this research was to determine the mechanisms/channels used for marketing the Summer Food Service Program (SFSP), a federal program that provides free, nutritious meals to children during the summer months. This study utilized a multiple-site, exploratory case study design of 16 sites from seven states and Washington, DC. Data were gathered using various methods: conducting structured interviews with SFSP administrators, administering a short survey about the SFSP, and researchers’ observations of mealtime and marketing displays. Utilizing the Process Model for Customer Journey and Experience coding framework, we examined 107 marketing elements of SFSP on the basis of type of promotional mix, purchase phases, and interaction of consumer experience touch point types. Findings suggest SFSPs primarily use paid advertising and public relations as preferred marketing mix channels of SFSPs. Furthermore, findings suggest that SFSPs utilize a variety of promotional mix elements in the preconsumption and consumption phases of the customer journey but not in the postconsumption phase. Findings also revealed SFSP operators favor brand-owned and partner-owned customer touch points in the customer journey.
{"title":"Marketing Mechanisms Used for Summer Food Service Programs","authors":"E. Olson, S. Arendt, E. Fitzpatrick, S. Hauser, A. Rainville, B. W. Rice, K. Lewis","doi":"10.1080/10495142.2019.1589632","DOIUrl":"https://doi.org/10.1080/10495142.2019.1589632","url":null,"abstract":"ABSTRACT The aim of this research was to determine the mechanisms/channels used for marketing the Summer Food Service Program (SFSP), a federal program that provides free, nutritious meals to children during the summer months. This study utilized a multiple-site, exploratory case study design of 16 sites from seven states and Washington, DC. Data were gathered using various methods: conducting structured interviews with SFSP administrators, administering a short survey about the SFSP, and researchers’ observations of mealtime and marketing displays. Utilizing the Process Model for Customer Journey and Experience coding framework, we examined 107 marketing elements of SFSP on the basis of type of promotional mix, purchase phases, and interaction of consumer experience touch point types. Findings suggest SFSPs primarily use paid advertising and public relations as preferred marketing mix channels of SFSPs. Furthermore, findings suggest that SFSPs utilize a variety of promotional mix elements in the preconsumption and consumption phases of the customer journey but not in the postconsumption phase. Findings also revealed SFSP operators favor brand-owned and partner-owned customer touch points in the customer journey.","PeriodicalId":46735,"journal":{"name":"Journal of Nonprofit & Public Sector Marketing","volume":"32 1","pages":"465 - 487"},"PeriodicalIF":1.4,"publicationDate":"2019-04-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10495142.2019.1589632","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49192016","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 : 2019-04-01DOI: 10.1080/10495142.2019.1589622
O. Isibor, B. A. Agbonifoh, E. O. Odia
ABSTRACT Given the importance of customer retention for the survival of any organization, this article reviews literature on customer switching behavior (CSB) in the service sector and particularly in the Christian religious market with a view to identifying quantitative and qualitative research streams open for further exploration. This article highlights previous theories that have been used to explain religious switching and adopts the Push-Pull-Mooring (PPM) framework in the explanation of CSB in the Nigerian Christian religious market. Based on the findings from the review of literature, surveys involving open-ended questions and a focus group discussion, this article identifies push, pull, and mooring components as they relate to switching in the Christian religious market in Nigeria. Push factors identified were categorized into relationship related, performance related, and appraisal of self. Pull factors identified were classified as appeal of pastor, appeal of church, relationships, presence of special ministry, and opportunity for development. Mooring variables identified were grouped into individual characteristics, switching cost, subjective norm, and location. This information provides useful insights for religious leaders as well as academics seeking to understand adherents’ switching behavior in the Christian religious context.
{"title":"Switching Behavior in the Christian Religious Market: A Review and Research Agenda","authors":"O. Isibor, B. A. Agbonifoh, E. O. Odia","doi":"10.1080/10495142.2019.1589622","DOIUrl":"https://doi.org/10.1080/10495142.2019.1589622","url":null,"abstract":"ABSTRACT Given the importance of customer retention for the survival of any organization, this article reviews literature on customer switching behavior (CSB) in the service sector and particularly in the Christian religious market with a view to identifying quantitative and qualitative research streams open for further exploration. This article highlights previous theories that have been used to explain religious switching and adopts the Push-Pull-Mooring (PPM) framework in the explanation of CSB in the Nigerian Christian religious market. Based on the findings from the review of literature, surveys involving open-ended questions and a focus group discussion, this article identifies push, pull, and mooring components as they relate to switching in the Christian religious market in Nigeria. Push factors identified were categorized into relationship related, performance related, and appraisal of self. Pull factors identified were classified as appeal of pastor, appeal of church, relationships, presence of special ministry, and opportunity for development. Mooring variables identified were grouped into individual characteristics, switching cost, subjective norm, and location. This information provides useful insights for religious leaders as well as academics seeking to understand adherents’ switching behavior in the Christian religious context.","PeriodicalId":46735,"journal":{"name":"Journal of Nonprofit & Public Sector Marketing","volume":"31 1","pages":"528 - 556"},"PeriodicalIF":1.4,"publicationDate":"2019-04-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10495142.2019.1589622","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44980228","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 : 2019-04-01DOI: 10.1080/10495142.2019.1589629
David Israel Contreras-Medina, Elia Socorro Díaz-Nieto, María Guadalupe Uribe-Plaza, Nélida Carmona García, Patricia del Carmen Mendoza-García
ABSTRACT The purpose of this study is to assess knowledge-creation activities by nonprofit organizations in Mexico from the beneficiaries’ perspectives. The ontological shift Socialization, Externalization, Combination, Interiorization (SECI) model and nonparametric tests were applied to a sample of 429 beneficiaries of 89 nonprofit organizations. The results found socialization was the most important and externalization was the least important aspect of the four types of dynamic knowledge interaction, suggesting an imbalance in knowledge creation, specifically in the conversion from tacit to explicit knowledge, which implies a problem, failure, or explicit barrier between the nonprofit organizations and their beneficiaries. The results further suggest weak links between age and externalization activities, gender and combination activities, and educational attainment and socialization activities. In sum, nonprofit organizations should consider beneficiaries’ individual characteristics when developing activities, disseminating materials, and communicating with the public. The study contributes to our understanding of tacit and explicit knowledge-creation activities by nonprofit organizations in Mexico.
{"title":"Nonprofit Organizations in Mexico: A Preliminary Study on Knowledge Creation From the Beneficiaries’ Perspectives","authors":"David Israel Contreras-Medina, Elia Socorro Díaz-Nieto, María Guadalupe Uribe-Plaza, Nélida Carmona García, Patricia del Carmen Mendoza-García","doi":"10.1080/10495142.2019.1589629","DOIUrl":"https://doi.org/10.1080/10495142.2019.1589629","url":null,"abstract":"ABSTRACT The purpose of this study is to assess knowledge-creation activities by nonprofit organizations in Mexico from the beneficiaries’ perspectives. The ontological shift Socialization, Externalization, Combination, Interiorization (SECI) model and nonparametric tests were applied to a sample of 429 beneficiaries of 89 nonprofit organizations. The results found socialization was the most important and externalization was the least important aspect of the four types of dynamic knowledge interaction, suggesting an imbalance in knowledge creation, specifically in the conversion from tacit to explicit knowledge, which implies a problem, failure, or explicit barrier between the nonprofit organizations and their beneficiaries. The results further suggest weak links between age and externalization activities, gender and combination activities, and educational attainment and socialization activities. In sum, nonprofit organizations should consider beneficiaries’ individual characteristics when developing activities, disseminating materials, and communicating with the public. The study contributes to our understanding of tacit and explicit knowledge-creation activities by nonprofit organizations in Mexico.","PeriodicalId":46735,"journal":{"name":"Journal of Nonprofit & Public Sector Marketing","volume":"32 1","pages":"407 - 426"},"PeriodicalIF":1.4,"publicationDate":"2019-04-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10495142.2019.1589629","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49147846","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 : 2019-03-19DOI: 10.1080/10495142.2019.1589631
J. Pompe, Lawrence Tamburri, Johnathan Munn
ABSTRACT Symphony orchestras are finding it increasingly difficult to fill the seats in their halls. We use multiple regression to examine how characteristics of attendees, such as income, education, and age, affect subscription and single-tickets sales. Using recent data, we find that subscription ticket buyers are more sensitive to prices than single-ticket buyers, although demand for all ticket categories is inelastic. A population with higher incomes is more likely to purchase tickets, although the percentage increase in sales is relatively small. Those with a college education are more likely to attend concerts. In addition, we find that consumers ages 35 to 49 are less likely to attend concerts and those 50 years and above are more likely to attend. We use these results to discuss policies that management can implement to increase ticket sales.
{"title":"Marketing Strategies for Performing Arts Audiences: Characteristics of Ticket Purchasers","authors":"J. Pompe, Lawrence Tamburri, Johnathan Munn","doi":"10.1080/10495142.2019.1589631","DOIUrl":"https://doi.org/10.1080/10495142.2019.1589631","url":null,"abstract":"ABSTRACT Symphony orchestras are finding it increasingly difficult to fill the seats in their halls. We use multiple regression to examine how characteristics of attendees, such as income, education, and age, affect subscription and single-tickets sales. Using recent data, we find that subscription ticket buyers are more sensitive to prices than single-ticket buyers, although demand for all ticket categories is inelastic. A population with higher incomes is more likely to purchase tickets, although the percentage increase in sales is relatively small. Those with a college education are more likely to attend concerts. In addition, we find that consumers ages 35 to 49 are less likely to attend concerts and those 50 years and above are more likely to attend. We use these results to discuss policies that management can implement to increase ticket sales.","PeriodicalId":46735,"journal":{"name":"Journal of Nonprofit & Public Sector Marketing","volume":"32 1","pages":"453 - 464"},"PeriodicalIF":1.4,"publicationDate":"2019-03-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10495142.2019.1589631","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46913869","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 : 2019-03-15DOI: 10.1080/10495142.2019.1589620
R. K. Singh, Gautam Srivastava, Ashok Sharma
ABSTRACT Selling as a profession and sales management as an organizational function have undergone major changes that were driven by the evolutionary journey of the marketing discipline. The extant value cocreation paradigm is recrafting the purpose of selling. This paper explores the conceptual development of a selling paradigm that is more responsible to its customers. Specifically, in Business-to-Business (B2B) context, the cost of any selling behavior that compromises customer interest could be of disastrous proportions. Building on the theoretical foundations of self-regulation and job demands-resources theory, this paper develops a conceptual model of responsible selling by integrating self-leadership literature with the emerging paradigm of value-based selling. The conceptual model outlines several research propositions for empirical validation and discusses its potential implications for sales managers and sales organizations.
{"title":"Revisiting the Purpose of Selling: Toward a Model of Responsible Selling","authors":"R. K. Singh, Gautam Srivastava, Ashok Sharma","doi":"10.1080/10495142.2019.1589620","DOIUrl":"https://doi.org/10.1080/10495142.2019.1589620","url":null,"abstract":"ABSTRACT Selling as a profession and sales management as an organizational function have undergone major changes that were driven by the evolutionary journey of the marketing discipline. The extant value cocreation paradigm is recrafting the purpose of selling. This paper explores the conceptual development of a selling paradigm that is more responsible to its customers. Specifically, in Business-to-Business (B2B) context, the cost of any selling behavior that compromises customer interest could be of disastrous proportions. Building on the theoretical foundations of self-regulation and job demands-resources theory, this paper develops a conceptual model of responsible selling by integrating self-leadership literature with the emerging paradigm of value-based selling. The conceptual model outlines several research propositions for empirical validation and discusses its potential implications for sales managers and sales organizations.","PeriodicalId":46735,"journal":{"name":"Journal of Nonprofit & Public Sector Marketing","volume":"31 1","pages":"184 - 200"},"PeriodicalIF":1.4,"publicationDate":"2019-03-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10495142.2019.1589620","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43731958","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}
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