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.
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 |
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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 |
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Number | 43 |
Location | The University of Valencia |
Country/Territory | Spain |
City | Valencia |
Period | 03/06/2014 → 06/06/2014 |
Internet address |
Series | Proceedings of the European Marketing Academy |
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ISSN | 2709-1589 |