Doctor of Philosophy, Case Western Reserve University, 2018, Management
Practitioner-scholars continue to search for effective approaches to improve sales performance. This is indicated by the fact that nearly 80% of U.S. companies make significant changes to their salesforce programs every two years or less (Zoltners, Sinha, & Lorimer, 2012). Additionally, the extant literature is limited in its ability to capture true antecedents to explain sales performance (Bolander, Satornino, Hughes, & Ferris, 2015; Plouffe, Sridharan, & Barclay, 2010). Significant variance remains unexplained in the understanding of sales performance, which suggests the behavioral determinants of sales performance are not straightforward nor sufficiently understood.
This mixed-methods study provides empirical evidence regarding these gaps in the literature around measuring sales performance and its explanatory antecedents. This dissertation examines alternative explanations to account for sales performance variations. To this end, the salesperson's capability to relate, understand and generate genuine solutions for customers (what is called design attitude) is defined, and its antecedents and effects are explored across three empirical studies. Subsequent integration of these studies provides new insights into how to better explain sales performance grounded in the principle of design attitude.
The first qualitative inquiry utilizes constructivist grounded theory to understand better what makes salespeople intrinsically motivated to pursue interpersonal relationships with customers. I find that they foster an identity of helping others by engaging in “systems-savvy selling.” Specifically, the study challenges the dominant logic by revealing that salespeople are not manipulating care and personal relationships to improve business outcomes. The system savvy-selling improves desired relational dynamics and fulfills psychological needs as salespeople view the selling process holistically and systematically.
A quantitative study extends this line of inquiry by e (open full item for complete abstract)
Committee: Kalle Lyytinen PhD (Committee Chair); Richard Jr. Boland PhD (Committee Member); Philip Cola PhD (Committee Member); Gary Hunter PhD (Committee Member)
Subjects: Management; Marketing