IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v142y2022icp1106-1124.html
   My bibliography  Save this article

Explaining the Sales Transformation through an institutional lens

Author

Listed:
  • Corsaro, Daniela

Abstract

Selling is facing an unprecedented process of change, which has been named the Sales Transformation. Theory is also trying to define this phenomenon, by approaching it mostly from a micro-sales perspective, in a normative approach. Some scholars have recently asserted that a more holistic view of selling is needed, which also includes the role of institutional alignment in the transformation. Furthermore, many studies in this area remain theoretical with limited extensive empirical evidence. In this work, we adopt an S-D Logic lens and define the Sales Transformation as the process of change in institutional alignment that is affecting value co-creation at an ecosystem level. Through the analysis of 138 in-depth interviews across the service ecosystem, we will describe Sales Transformation as the effect of two main higher-level mechanisms: Integration of institutional work-in-space and the Acceleration of institutional work-in-time. Each mechanism contributes to the creation, disruption, and maintenance of cognitive, normative, and regulative institutions, which in turn modify value co-creation processes. Our study also revealed the relevant effects of cognitive institutions in determining institutional alignment as well as the importance of the activity of non-selling actors for Sales Transformation.

Suggested Citation

  • Corsaro, Daniela, 2022. "Explaining the Sales Transformation through an institutional lens," Journal of Business Research, Elsevier, vol. 142(C), pages 1106-1124.
    • Handle: RePEc:eee:jbrese:v:142:y:2022:i:c:p:1106-1124
    DOI: 10.1016/j.jbusres.2021.12.009
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296321009231
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2021.12.009?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Vargo, Stephen L. & Lusch, Robert F., 2017. "Service-dominant logic 2025," International Journal of Research in Marketing, Elsevier, vol. 34(1), pages 46-67.
    2. Stephen L. Vargo & Robert F. Lusch, 2016. "Institutions and axioms: an extension and update of service-dominant logic," Journal of the Academy of Marketing Science, Springer, vol. 44(1), pages 5-23, January.
    3. Heiko Wieland & Nathaniel N. Hartmann & Stephen L. Vargo, 2017. "Business models as service strategy," Journal of the Academy of Marketing Science, Springer, vol. 45(6), pages 925-943, November.
    4. Hunter, Gary K., 2019. "On conceptualizing, measuring, and managing augmented technology use in business-to-business sales contexts," Journal of Business Research, Elsevier, vol. 105(C), pages 201-213.
    5. Julie Battilana & Bernard Leca & Eva Boxenbaum, 2009. "How actors change institutions : Towards a theory of institutional entrepreneurship," Post-Print hal-00576509, HAL.
    6. Beeler, Lisa & Zablah, Alex & Johnston, Wesley J., 2017. "How critical events shape the evolution of sales organizations: A case study of a business-to-business services firm," Journal of Business Research, Elsevier, vol. 74(C), pages 66-76.
    7. Kohtamäki, Marko & Parida, Vinit & Oghazi, Pejvak & Gebauer, Heiko & Baines, Tim, 2019. "Digital servitization business models in ecosystems: A theory of the firm," Journal of Business Research, Elsevier, vol. 104(C), pages 380-392.
    8. Banerjee, Somnath & Bhardwaj, Pradeep, 2019. "Aligning marketing and sales in multi-channel marketing: Compensation design for online lead generation and offline sales conversion," Journal of Business Research, Elsevier, vol. 105(C), pages 293-305.
    9. Seriki, Olalekan K. & Nath, Pravin & Ingene, Charles A. & Evans, Kenneth R., 2020. "How complexity impacts salesperson counterproductive behavior: The mediating role of moral disengagement," Journal of Business Research, Elsevier, vol. 107(C), pages 324-335.
    10. Corsaro, Daniela, 2019. "Capturing the broader picture of value co-creation management," European Management Journal, Elsevier, vol. 37(1), pages 99-116.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Bodas Freitas, Isabel Maria & Gonçalves, Ricardo & Sousa, Rui, 2023. "Governance of new product design: The influence of national institutions," Journal of Business Research, Elsevier, vol. 165(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Suvi Nenonen & Kaj Storbacka & Charlotta Windahl, 2019. "Capabilities for market-shaping: triggering and facilitating increased value creation," Journal of the Academy of Marketing Science, Springer, vol. 47(4), pages 617-639, July.
    2. Best, Bernadette & Miller, Kristel & McAdam, Rodney & Maalaoui, Adnane, 2022. "Business model innovation within SPOs: Exploring the antecedents and mechanisms facilitating multi-level value co-creation within a value-network," Journal of Business Research, Elsevier, vol. 141(C), pages 475-494.
    3. Hsin-Hui Chou & Chao-Chin Huang & Pei-Yun Tu, 2023. "Towards becoming a service-dominant enterprise: an actor engagement perspective," Service Business, Springer;Pan-Pacific Business Association, vol. 17(2), pages 607-632, June.
    4. Miguel Ángel Moliner‐Tena & Diego Monferrer‐Tirado & Marta Estrada‐Guillén & Lidia Vidal‐Meliá, 2023. "Sustainable service ecosystems from the transformative value perspective: A study in tourism destinations," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 30(1), pages 342-357, January.
    5. Michael Blaschke & Uwe Riss & Kazem Haki & Stephan Aier, 2019. "Design principles for digital value co-creation networks: a service-dominant logic perspective," Electronic Markets, Springer;IIM University of St. Gallen, vol. 29(3), pages 443-472, September.
    6. Heiko Wieland & Nathaniel N. Hartmann & Stephen L. Vargo, 2017. "Business models as service strategy," Journal of the Academy of Marketing Science, Springer, vol. 45(6), pages 925-943, November.
    7. Alessia Anzivino & Marta Galli & Roberta Sebastiani, 2021. "Addressing Tensions and Paradoxes in Sustainable Wine Industry: The Case of the Association “Le Donne Del Vino”," Sustainability, MDPI, vol. 13(8), pages 1-19, April.
    8. Stephen L. Vargo & Linda Peters & Hans Kjellberg & Kaisa Koskela-Huotari & Suvi Nenonen & Francesco Polese & Debora Sarno & Claudia Vaughan, 2023. "Emergence in marketing: an institutional and ecosystem framework," Journal of the Academy of Marketing Science, Springer, vol. 51(1), pages 2-22, January.
    9. Fehrer, Julia A. & Wieland, Heiko, 2021. "A systemic logic for circular business models," Journal of Business Research, Elsevier, vol. 125(C), pages 609-620.
    10. Suvi Nenonen & Kaj Storbacka, 2021. "Market-shaping: navigating multiple theoretical perspectives," AMS Review, Springer;Academy of Marketing Science, vol. 11(3), pages 336-353, December.
    11. Julia A. Fehrer, 2020. "Rethinking marketing: back to purpose," AMS Review, Springer;Academy of Marketing Science, vol. 10(3), pages 179-184, December.
    12. Jens Poeppelbuss & Martin Ebel & Jürgen Anke, 2022. "Iterative uncertainty reduction in multi-actor smart service innovation," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(2), pages 599-627, June.
    13. Vargo, Stephen L. & Akaka, Melissa Archpru & Wieland, Heiko, 2020. "Rethinking the process of diffusion in innovation: A service-ecosystems and institutional perspective," Journal of Business Research, Elsevier, vol. 116(C), pages 526-534.
    14. Kaartemo, Valtteri & Nyström, Anna-Greta, 2021. "Emerging technology as a platform for market shaping and innovation," Journal of Business Research, Elsevier, vol. 124(C), pages 458-468.
    15. Heiko Wieland & Angeline Nariswari & Melissa Archpru Akaka, 2021. "On managerial relevance: reconciling the academic-practitioner divide through market theorizing," AMS Review, Springer;Academy of Marketing Science, vol. 11(3), pages 252-271, December.
    16. Severin Oesterle & Arne Buchwald & Nils Urbach, 2022. "Investigating the co-creation of IT consulting service value: empirical findings of a matched pair analysis," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(2), pages 571-597, June.
    17. Michael K. Brady & Todd Arnold, 2017. "Organizational service strategy," Journal of the Academy of Marketing Science, Springer, vol. 45(6), pages 785-788, November.
    18. Sarker, Moniruzzaman & Mohd-Any, Amrul Asraf & Kamarulzaman, Yusniza, 2021. "Validating a consumer-based service brand equity (CBSBE) model in the airline industry," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    19. Mahavarpour, Nasrin & Marvi, Reza & Foroudi, Pantea, 2023. "A Brief History of Service Innovation: The evolution of past, present, and future of service innovation," Journal of Business Research, Elsevier, vol. 160(C).
    20. Nathaniel D. Line & Rodney C. Runyan & Tracy Gonzalez-Padron, 2019. "Multiple stakeholder market orientation: a service-dominant logic perspective of the market orientation paradigm," AMS Review, Springer;Academy of Marketing Science, vol. 9(1), pages 42-60, June.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:142:y:2022:i:c:p:1106-1124. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.