Sales activity systematization and performance: differences between product and service firms

Abstract

Type footer information here Type header information hereJoel Hietanen is a post-doctoral researcher at the Aalto University School of Economics. His areas of expertise include marketing in a post-industrial world, consumer culture and contemporary methodologies such as videography. Dr. Hietanen's award-winning work has appeared e.g. at the Association in Consumer Research. Structured Abstract:Purpose -The article studies the impact that systematization of sales activities through sales process management at the firm level has on profitable sales growth in business-to-business (B2B) companies. The research compares companies focusing on service offerings to those focusing on product offerings. Design/methodology/approach -The study is based on survey dataFindings -Despite the emergence of service-dominant logic, B2B service and product companies still differ in how sales process management contributes to firm performance.Research limitations/implications -The findings suggest that difference between service and product firms in their sales process management stem from the different underlying modes of interaction. The findings are generalizable to B2B companies.Practical implications -The findings help businesses differentiate between productive sales process management practices in product and service firms.Originality/value -The study contributes to the wider need of operationalizing ideas about sales process management at the level of organizations and business units.

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