Interpersonal influence strategies in complex B2B sales and the socio-cognitive construction of relationship value
Files in This Item:
|IMM_14-021_Hohenschwert_Geiger_final_accepted.pdf||556.41 kB||Adobe PDF||Download|
|Title:||Interpersonal influence strategies in complex B2B sales and the socio-cognitive construction of relationship value||Authors:||Hohenschwert, Lena
|Permanent link:||http://hdl.handle.net/10197/7339||Date:||Aug-2015||Abstract:||The investigation of how exactly salespeople create value at the individual level of interaction is still incomplete. While there have been lively debates on value creation and co-creation processes at the organizational level in the business marketing literature, researchers have paid much less attention to the fact that such processes almost always start at the interpersonal level of buyer-seller interactions. Through utilizing a symbolic interactionist perspective and the ethnographic research method of shadowing, the present study moves research insights into value creation in sales forward by depicting the detailed activities and tactics that influence customers' value perceptions during the sales encounter. We complement the sales influence literature with three additional tactics: disrupt, reassure and dedicate. We also expand the framework of value creation in sales interactions by identifying three value strategies that change, strengthen or expand customer value perceptions through different socio-cognitive mechanisms.||Type of material:||Journal Article||Publisher:||Elsevier||Journal:||Industrial Marketing Management||Volume:||49||Start page:||139||End page:||150||Copyright (published version):||2015 Elsevier||Keywords:||B2B; Sales; Value creation; Influence strategies; Symbolic interactionism||DOI:||10.1016/j.indmarman.2015.05.027||Language:||en||Status of Item:||Peer reviewed|
|Appears in Collections:||Business Research Collection|
Show full item record
This item is available under the Attribution-NonCommercial-NoDerivs 3.0 Ireland. No item may be reproduced for commercial purposes. For other possible restrictions on use please refer to the publisher's URL where this is made available, or to notes contained in the item itself. Other terms may apply.