Drivers of Sales Innovation in Business-To-Business Firms

Thomas Ritter, Jens Geersbro

Research output: Chapter in Book/Report/Conference proceedingConference abstract in proceedingsResearchpeer-review


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 languageEnglish
Title of host publicationConference Proceedings EMAC 2014. European Marketing Academy 43rd Annual Conference : Paradigm Shifts & Interactions
EditorsEnrique Bigné
Place of PublicationBrussels
PublisherEuropean Marketing Academy. EMAC
Publication date2014
ISBN (Print)9788437094533
Publication statusPublished - 2014
EventThe 43rd EMAC Annual Conference 2014: Paradigm Shifts & Interactions - The University of Valencia, Valencia, Spain
Duration: 3 Jun 20146 Jun 2014
Conference number: 43


ConferenceThe 43rd EMAC Annual Conference 2014
LocationThe University of Valencia
Internet address
SeriesProceedings of the European Marketing Academy

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