Sales scholarship: honoring the past and defining the future (Key takeaways from the 2018 American Marketing Association Faculty Consortium: New Horizons in Selling and Sales Management)

Abstract

The American Marketing Association (AMA) Faculty Consortium: New Horizons in Selling and Sales Management (“New Horizons”) emphasized the historical foundation and evolution of the field and fulfilled the event’s traditional role of defining a future research agenda. Selling and sales management has witnessed dramatic changes since the last New Horizons event at Texas Christian University (TCU) in 2013. Going forward, the sales academic community aspires to better understand and explain the impact of changing technologies, machine learning, artificial intelligence, social media, big data, and 24/7 connectivity broadly on selling and sales management. This article provides the key takeaways from New Horizons 2018, briefly highlighting the history of the sales academy and identifying directions for future research that address the technological and other key changes and challenges impacting the field. Dating back to 1984, faculty consortia in selling and sales management have a long tradition of stimulating new insights leading to a cutting-edge research agenda and strong collaboration in executing that research. The New Horizons event in Boston in conjunction with the 2018 AMA Summer Academic Conference continued that tradition.