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dc.contributor.authorPaesbrugghe, Bert
dc.contributor.authorRangarajan, Deva
dc.contributor.authorSharma, Arun
dc.contributor.authorSyam, Niladri
dc.contributor.authorJha, Subhash
dc.date.accessioned2017-12-02T15:00:13Z
dc.date.available2017-12-02T15:00:13Z
dc.date.issued2017
dc.identifier.doi10.1016/j.indmarman.2016.09.002
dc.identifier.urihttp://hdl.handle.net/20.500.12127/5630
dc.description.abstractThe personal selling field has witnessed the emergence of various sales strategies, including relationship, value, key account, and solution selling. Despite claims about their effectiveness, recent work challenges the relevance of existing sales strategies across buying contexts. Specifically, emerging sales strategies often focus on the user in the customer organization, without being explicitly aligned with the increasingly important purchasing function. To define the critical role of the purchasing function for sales effectiveness, this study collects data from 32 firms in two markets, their purchasing departments reveal four stages of purchasing evolution: passive (price focused), independent (cost-focused), supportive (solution/innovation focused), and integrative (strategy focused). The research demonstrates that each stage of purchasing evolution then requires distinct sales strategies by selling firms and any mismatch of purchasing evolution and sales strategy may be detrimental to sales. This novel view and the supported findings offers several implications for both research and practice.
dc.language.isoen
dc.subjectSales Strategies
dc.subjectPurchasing
dc.subjectBuyer-Seller Relationship
dc.titlePurchasing-driven sales: Matching sales strategies to the evolution of the purchasing function
dc.identifier.journalIndustrial Marketing Management
dc.source.volume62
dc.source.beginpage171
dc.source.endpage184
vlerick.knowledgedomainMarketing & Sales
vlerick.typearticleVlerick strategic journal article
vlerick.vlerickdepartmentMKT
dc.identifier.vperid218521
dc.identifier.vperid166867
dc.identifier.vperid70957
dc.identifier.vperid218508
dc.identifier.vperid218510
dc.identifier.vpubid6926


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