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How intrafirm intermediary salespeople connect sales to marketing and product development

Author

Listed:
  • Gabriel R. Gonzalez

    (San Diego State University)

  • Danny P. Claro

    (Insper Education and Research Institute)

Abstract

This research reveals the ways that salespeople manage intrafirm relationships by acting as intermediaries, connecting intrafirm members that would otherwise be unconnected. Using a two-study, multimethod design, the authors establish that (1) salespeople act as representative intermediaries positioned between peers in sales and those in marketing and product development; (2) the effects of representative positions with marketing and product development on performance are non-linear; and (3) selling-related knowledge moderates representative effects on performance. Representative salespeople act as the exclusive connection between a peer salesperson and a non-sales contact (marketing or product development), controlling non-redundant knowledge to gain influence over their peers. This research contributes to marketing by identifying non-linear effects for how salespeople mediate relationships between their peers and others in key intrafirm functions, and showing that salespeople with high selling-related knowledge realize enhanced effects of the representative position on sales performance.

Suggested Citation

  • Gabriel R. Gonzalez & Danny P. Claro, 2019. "How intrafirm intermediary salespeople connect sales to marketing and product development," Journal of the Academy of Marketing Science, Springer, vol. 47(5), pages 795-814, September.
    • Handle: RePEc:spr:joamsc:v:47:y:2019:i:5:d:10.1007_s11747-019-00656-8
    DOI: 10.1007/s11747-019-00656-8
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    References listed on IDEAS

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    Cited by:

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    3. Burström, Thommie & Wilson, Timothy L. & Wincent, Joakim, 2020. "Dynamics of after-sales managers’ strategizing work: What, why and how," Journal of Business Research, Elsevier, vol. 110(C), pages 119-131.
    4. Ramos, Carla & Claro, Danny P. & Germiniano, Renato, 2023. "The effect of inside sales and hybrid sales structures on customer value creation," Journal of Business Research, Elsevier, vol. 154(C).

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