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Social networks, vertical core competencies and sales management in Korea

Sven Horak, Katrin Nihalani

Management Decision

ISSN: 0025-1747

Article publication date: 19 September 2016

852

Abstract

Purpose

The purpose of this paper is to investigate the influence of informal Korean social networks (Yongo) on sales activities in Korea, by focussing in particular on required vertical core competencies.

Design/methodology/approach

The authors draw on expert interview data gathered in Korea in two waves (2009 and 2012). Whereas first-wave interviews served to identify the influence of Yongo on sales management in general, second-wave interviews data – gathered from a Korean auto maker, a Korean supplier, and an international supplier – served to derive vertical core competencies vital for sales executives in Korea.

Findings

The authors find Yongo to be an indispensable aspect of relationship management in Korea. Further, the authors propose ten vertical core competencies and skills sales managers in Korea need to possess, e.g., respecting strong hierarchical supplier-customer relations, the ability to engage in relational contracts, establish trustful relationships, and perform in a risk-taking manner in a dynamic environment.

Originality/value

So far neither Yongo nor its impact on successful sales management in Korea has been analyzed. Hence, this research provides initial insights into the modes of action of Yongo in sales management, which is of particular importance for management consultants and international sales managers and executives.

Keywords

Citation

Horak, S. and Nihalani, K. (2016), "Social networks, vertical core competencies and sales management in Korea", Management Decision, Vol. 54 No. 8, pp. 1929-1946. https://doi.org/10.1108/MD-06-2015-0230

Publisher

:

Emerald Group Publishing Limited

Copyright © 2016, Emerald Group Publishing Limited

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