Personal selling as knowledge-based activity: communities of practice in sales

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Title: Personal selling as knowledge-based activity: communities of practice in sales
Authors: Geiger, SusiTurley, Darach
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Date: Sep-2005
Online since: 2014-01-30T10:02:49Z
Abstract: This research posits personal selling as a knowledge-based activity. In their day-to-day interaction with customers, sales personnel gain priceless insights into their personalities, likes and dislikes, their process requirements or their position in formal and informal networks. If such ‘soft’ knowledge is externalised and made available in organisations, it can be a highly precious asset in developing genuine customer-oriented marketing and sales strategies. In most firms, however, such knowledge is not included in databases and other technological means of knowledge exchange. Using the Grounded Theory method, an exploratory investigation is undertaken to examine if and how such personal customer knowledge is shared in sales teams. The findings point toward the importance of so-called ‘communities of practice’ in the sales organisation and show that knowledge exchange is inseparable from the social environment in which it is created and put to use.
Type of material: Journal Article
Publisher: Oak Tree Press
Journal: Irish Journal of Management
Volume: 26
Issue: 1
Start page: 61
End page: 70
Copyright (published version): 2005 Oak Tree Press
Keywords: Sales personnelCustomer-oriented marketingSales strategiesCustomer knowledgeGrounded Theory
Language: en
Status of Item: Peer reviewed
ISSN: 1649-248X
This item is made available under a Creative Commons License:
Appears in Collections:Business Research Collection

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