Drivers of Sales Innovation in Business-To-Business Firms

Thomas Ritter, Jens Geersbro

Publikation: Bidrag til bog/antologi/rapportKonferenceabstrakt i proceedingsForskningpeer review

Abstrakt

This paper defines the term sales innovation, offers an operationalization of the concept, and discusses antecedents of sales innovation in terms of important internal and external drivers. An empirical analysis of 409 B2B firms identifies the internal drivers of sales innovation as increased top management focus and increased
resource allocation as well as increasing customer and competitor dynamics as external drivers. Despite the suggested positive impact of the degree of competitive pressure on sales innovation, the empirical results suggest a significant negative impact, i.e. competitive pressure
leads to less innovation in sales. Finally the paper suggests managerial implications as well as avenues of further research in this area.
OriginalsprogEngelsk
TitelConference Proceedings EMAC 2014. European Marketing Academy 43rd Annual Conference : Paradigm Shifts & Interactions
RedaktørerEnrique Bigné
UdgivelsesstedBrussels
ForlagEuropean Marketing Academy. EMAC
Publikationsdato2014
Sider117
ISBN (Trykt)9788437094533
StatusUdgivet - 2014
BegivenhedThe 43rd EMAC Annual Conference 2014: Paradigm Shifts & Interactions - The University of Valencia, Valencia, Spanien
Varighed: 3 jun. 20146 jun. 2014
Konferencens nummer: 43
http://www.emac2014.eu/

Konference

KonferenceThe 43rd EMAC Annual Conference 2014
Nummer43
LokationThe University of Valencia
LandSpanien
ByValencia
Periode03/06/201406/06/2014
Internetadresse
NavnProceedings of the European Marketing Academy
ISSN2709-1589

Emneord

  • Sales
  • Innovation
  • Dynamics

Citationsformater