Abstract
This research draws on effectuation theory and service dominant logic to develop the concept of effectual selling. Effectual selling is focused on resource integration, stakeholder interaction, and value co-creation under environmental uncertainty. The effectual selling perspective developed here is consistent with the emerging service ecosystem view. As such, it is holistic and dynamic. Broadly, this investigation represents the longstanding and continuous effort to understand and articulate the important and evolving role of the salesperson. Several testable propositions are developed to facilitate further study of effectual selling behavior. Guided by the motivation, opportunity, ability (MOA) framework, the propositions suggest different salesperson characteristics, sales manager leader behaviors, and firm-level characteristics that will drive effectual selling behavior.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.