An integrative framework of sales ecosystem well-being

Abstract

Emergent perspectives that take on a systems-level view of relational exchanges are critical to an evolving understanding of sales. Referred to as an ecosystems perspective, this adaptive system shapes the nature of academic and practitioner vantage points regarding who is involved in selling, the resources that shape shared exchanges, and the practices requisite for effectiveness. However, what ecosystem outcomes the sales field should work toward and how to achieve such objectives remains unclear. To address this need, the authors advance a conceptual study that arrives at a mid-range theory of sales ecosystem well-being—i.e. blending value co-creation and sales ecosystem elements and practices that serve this emergent outcome. Specifically, the authors offer conceptual linkages between ecosystem actors, resources, institutions, and practices. To accomplish these gains, this study conducts a systematic review of core work on ecosystems and overlays the framework with evidence from sales literature. Thereby, an integrative understanding of the constellation of elements and practices provides insights into managing sales ecosystems. The study concludes with a series of theoretical implications that serve as the foundation for a directed research agenda for the sales field.