Drivers of Sales Innovation in Business-To-Business Firms

Thomas Ritter; Jens Geersbro

Drivers of Sales Innovation in Business-To-Business Firms

Department of Marketing

Research output: Chapter in Book/Report/Conference proceeding › Conference abstract in proceedings › Research › peer-review

Abstract

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.

Original language	English
Title of host publication	Conference Proceedings EMAC 2014. European Marketing Academy 43rd Annual Conference : Paradigm Shifts & Interactions
Editors	Enrique Bigné
Place of Publication	Brussels
Publisher	European Marketing Academy. EMAC
Publication date	2014
Pages	117
ISBN (Print)	9788437094533
Publication status	Published - 2014
Event	The 43rd EMAC Annual Conference 2014: Paradigm Shifts & Interactions - The University of Valencia, Valencia, Spain Duration: 3 Jun 2014 → 6 Jun 2014 Conference number: 43 http://www.emac2014.eu/

Conference

Conference	The 43rd EMAC Annual Conference 2014
Number	43
Location	The University of Valencia
Country/Territory	Spain
City	Valencia
Period	03/06/2014 → 06/06/2014
Internet address	http://www.emac2014.eu/

Series	Proceedings of the European Marketing Academy
ISSN	2709-1589

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Cite this

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title = "Drivers of Sales Innovation in Business-To-Business Firms",

abstract = "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 increasedresource 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 pressureleads to less innovation in sales. Finally the paper suggests managerial implications as well as avenues of further research in this area.",

keywords = "Sales, Innovation, Dynamics",

author = "Thomas Ritter and Jens Geersbro",

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publisher = "European Marketing Academy. EMAC",

pages = "117",

editor = "Enrique Bign{\'e}",

booktitle = "Conference Proceedings EMAC 2014. European Marketing Academy 43rd Annual Conference",

note = "The 43rd EMAC Annual Conference 2014 ; Conference date: 03-06-2014 Through 06-06-2014",

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Ritter, T & Geersbro, J 2014, Drivers of Sales Innovation in Business-To-Business Firms. in E Bigné (ed.), Conference Proceedings EMAC 2014. European Marketing Academy 43rd Annual Conference: Paradigm Shifts & Interactions. European Marketing Academy. EMAC, Brussels, Proceedings of the European Marketing Academy, pp. 117, The 43rd EMAC Annual Conference 2014, Valencia, Spain, 03/06/2014. <http://adeit.estaticos.econgres.es/2014EMAC/guia2014.pdf>

Drivers of Sales Innovation in Business-To-Business Firms. / Ritter, Thomas; Geersbro, Jens.
Conference Proceedings EMAC 2014. European Marketing Academy 43rd Annual Conference: Paradigm Shifts & Interactions. ed. / Enrique Bigné. Brussels: European Marketing Academy. EMAC, 2014. p. 117 (Proceedings of the European Marketing Academy).

Research output: Chapter in Book/Report/Conference proceeding › Conference abstract in proceedings › Research › peer-review

TY - ABST

T1 - Drivers of Sales Innovation in Business-To-Business Firms

AU - Ritter, Thomas

AU - Geersbro, Jens

N1 - Conference code: 43

PY - 2014

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N2 - 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 increasedresource 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 pressureleads to less innovation in sales. Finally the paper suggests managerial implications as well as avenues of further research in this area.

AB - 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 increasedresource 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 pressureleads to less innovation in sales. Finally the paper suggests managerial implications as well as avenues of further research in this area.

KW - Sales

KW - Innovation

KW - Dynamics

M3 - Conference abstract in proceedings

SN - 9788437094533

T3 - Proceedings of the European Marketing Academy

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BT - Conference Proceedings EMAC 2014. European Marketing Academy 43rd Annual Conference

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PB - European Marketing Academy. EMAC

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