Drivers of business-to-business sales success and the role of digitalization after COVID-19 disruptions

IF 3.6 4区管理学 Q2 BUSINESS

Journal of Business & Industrial Marketing Pub Date : 2023-10-24 DOI:10.1108/jbim-12-2022-0576

Rodrigo Guesalaga, Jose L. Ruiz-Alba, Pablo J. López-Tenorio

引用次数: 0

Abstract

Purpose The purpose of this study is to investigate the drivers of business-to-business (B2B) sales success and the role of digitalization, in a selling and sales management landscape being disrupted by COVID-19. Design/methodology/approach The methodology follows a discovery-oriented grounded theory approach, which consists of a two-stage qualitative study with sales professionals in Chile, and a fuzzy-set qualitative comparative analysis (fsQCA). Findings This research shows that interfunctional coordination, agility in the selling process and business customer engagement are critical determinants of B2B sales success, whereas digitalization moderates these relationships. Originality/value This research responds to a call for more research on the impact of digitalization on business relationships in different contexts and perspectives. The authors study the Chilean context, through a two-stage qualitative study, and a fsQCA analysis, which constitutes a novel combination in this stream of research.

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企业对企业销售成功的驱动因素以及数字化在COVID-19中断后的作用

本研究的目的是调查企业对企业(B2B)销售成功的驱动因素，以及数字化在受COVID-19影响的销售和销售管理环境中的作用。设计/方法/方法该方法遵循以发现为导向的扎根理论方法，该方法包括与智利销售专业人员进行两阶段定性研究，以及模糊集定性比较分析(fsQCA)。本研究表明，职能间的协调、销售过程中的敏捷性和企业客户参与度是B2B销售成功的关键决定因素，而数字化则调节了这些关系。独创性/价值本研究响应了对数字化在不同背景和视角下对业务关系影响的更多研究的呼吁。作者通过两阶段定性研究和fsQCA分析来研究智利的背景，这构成了这一研究流中的新颖组合。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Business & Industrial Marketing BUSINESS-

CiteScore

6.60

自引率

25.80%

发文量

143

期刊介绍： The Journal of Business & Industrial Marketing (JBIM) publishes research on new ideas concerning business-to-business marketing, that is, how one company or organization markets its goods/services/ideas to another company or organization. It is a valuable source for academics, directors and executives of marketing, providing them with new, fresh insights which are applicable within real life settings. JBIM''s emphasis on insistence of proof is one of the cornerstones of its success and its reputation. Contributors to the journal must not only present new theories or ideas, but also back them up with research. In the process, many myths are exploded, philosophies reinvented and the scene set for topical debate on critical issues in B2B marketing. The B2B landscape evolves and so does the research that explores the emerging features and properties of B2B markets. From 2019 the journal hosts the IMP Forum that invites research advancing the boundaries of B2B marketing. Prior research has evidenced that interactivity and interdependences characterize interorganizational business relationships. The Forum aims to bring out research that explores interactivity and interdependences in business relationships and their implications for marketing management, business development and for society at large. Coverage: -Competition and cooperation- Networks in business markets- Buyer behaviour – purchasing and supply management- Managing product offerings- New product development and innovation- Networks in business markets- Distribution and routes to market- Market and customer communication - Customer relationship management- Sales and key account management- Organizing for global markets -