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A személyes értékesítők hálózatépítési tevékenysége
[Networking activities of salespersons]

Author

Listed:
  • Mitev, Ariel
  • Bauer, András
  • Gáti, Mirkó

Abstract

Vizsgálatunk középpontjában az értékesítők hálózatokban betöltött szerepe áll. Áttekintjük azt a szakirodalmat, amely a bizalom közgazdasági szerepét, valamint létrehozóik hálózatépítési gyakorlatát elemzi. Egyrészt bemutatjuk, hogy az internet aktív használata a személyes értékesítést is jelentősen átalakítja, és hatással van a hálózat szereplői közötti kapcsolatokra. Másrészt, hogy milyen fejlődési lépéseken keresztül jelenik meg a technológia a személyes értékesítési folyamatban. Az empirikus részben az értékesítőkkel készített interjúkat elemezzük a megalapozott elmélet (grounded theory) segítségével. Ez alkalmas egy olyan elméleti keretrendszer felállítására, amely strukturáltan mutatja be a hálózatépítés előzményeit, a hálózatépítés jelenségét, valamint annak következményeit. A kutatás eredményei szerint a személyes értékesítéssel történő hálózatépítés szoros koordinációt igényel, s míg rövid távon kevésbé lehet hatékony, hosszú távon csökkenti a tranzakciós költségeket.* Journal of Economic Literature (JEL) kód: M31, L14.

Suggested Citation

  • Mitev, Ariel & Bauer, András & Gáti, Mirkó, 2019. "A személyes értékesítők hálózatépítési tevékenysége [Networking activities of salespersons]," Közgazdasági Szemle (Economic Review - monthly of the Hungarian Academy of Sciences), Közgazdasági Szemle Alapítvány (Economic Review Foundation), vol. 0(1), pages 95-113.
    • Handle: RePEc:ksa:szemle:1818
    DOI: 10.18414/KSZ.2019.1.95
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    References listed on IDEAS

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    More about this item

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • L14 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Transactional Relationships; Contracts and Reputation

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