The transformation of selling for value co-creation: Antecedents and boundary conditions

IF 3.4 4区管理学 Q2 BUSINESS

Marketing Theory Pub Date : 2022-05-28 DOI:10.1177/14705931221104519

D. Corsaro, Isabella Maggioni

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引用次数: 5

Abstract

The selling practice is facing an unprecedented process of change that is redefining the logic of value co-creation and disrupting the nature of B2B relationships across several industries. This phenomenon is well-known in managerial practice but under-investigated at a theoretical level. Sales literature aligns on acknowledging that selling and value co-creation unfold within broader service ecosystems. However, the changes occurring in sales have been predominantly studied by focusing on the single elements affecting them. Based on a qualitative study of 48 sales experts, this research draws on the service ecosystem theory to offer a holistic perspective of the factors driving the transformation of selling for value co-creation. The proposal from the study is that value co-creation through selling is a systemic and multi-actor phenomenon, including two antecedents: Hybridization of salespeople and Digital ecosystem empowerment, two boundary conditions: Multi-actor integration and Acceleration, and 23 sub-dimensions driving change in selling. The study also provides guidance for managerial practices, which is crucial due to the high failure rate of attempts at transforming sales.

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面向价值共同创造的销售转型:前因与边界条件

销售实践正面临着一个前所未有的变革过程，这一过程重新定义了价值共创的逻辑，并颠覆了几个行业B2B关系的本质。这一现象在管理实践中是众所周知的，但在理论层面上研究不足。销售文献一致承认销售和价值共创是在更广泛的服务生态系统中展开的。然而，主要通过关注影响销售的单一因素来研究销售中发生的变化。基于对48位销售专家的定性研究，本研究借鉴了服务生态系统理论，对推动销售价值共创转变的因素提供了一个全面的视角。研究提出，通过销售实现价值共创是一种系统的、多主体的现象，包括两个前提：销售人员的混合和数字生态系统的赋能，两个边界条件：多主体的整合和加速，以及驱动销售变革的23个子维度。该研究还为管理实践提供了指导，这一点至关重要，因为转型销售的失败率很高。

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

Marketing Theory BUSINESS-

CiteScore

5.90

自引率

0.00%

发文量

期刊介绍： Marketing Theory provides a fully peer reviewed specialised academic medium and main reference for the development and dissemination of alternative and critical perspectives on marketing theory. A growing number of researchers and management practitioners who believe that conventional marketing theory is often ill suited to the challenges of the modern business environment. The aim of Marketing Theory is to create a high quality, specialist outlet for management and social scientists who are committed to developing and reformulating marketing as an academic discipline by critically analysing existing theory. The journal promotes an ethos that is explicitly theory driven; international in scope and vision; open, reflexive, imaginative and critical; and interdisciplinary.