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Article
Publication date: 3 January 2020

Luis Arditto, Jesus Cambra-Fierro, Ana Olavarría and Rosario Vazquez-Carrasco

The purpose of this paper is to analyze the impact of the salespeople profile (i.e., effort, commitment and creativity) – and its degree of market orientation (MO) – on the…

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Abstract

Purpose

The purpose of this paper is to analyze the impact of the salespeople profile (i.e., effort, commitment and creativity) – and its degree of market orientation (MO) – on the success of new product launch and sales outcomes. An emerging economy context is taken as a reference.

Design/methodology/approach

A structural equations model is proposed. The data are based on a sample of retail sector sales managers in Peru.

Findings

The results indicate that salespeople effort, creativity and degree of MO influence overall sales performance. Salespeople commitment, however, does not have a significant impact. These antecedents are helpful when attempting to understand both the potential success of a new product and sales outcomes.

Originality/value

There is no evidence to date of studies that simultaneously assess the impact of seller profiles and degree of MO on new product launch success and sales outcomes. This paper breaks new ground in analyzing this phenomenon in the context of an emerging economy. The findings are of general interest both for sales force management and for companies interested in familiarizing themselves with the peculiarities of emerging economies and the potential need to adapt policies to these specific realities.

Details

Marketing Intelligence & Planning, vol. 38 no. 4
Type: Research Article
ISSN: 0263-4503

Keywords

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Article
Publication date: 3 December 2020

Zahra Seyedghorban, Dayna Simpson and Margaret Jekanyika Matanda

The purpose of this study is to explore the dynamics of trust creation in an early buyer–supplier relationship phase at the interpersonal level. The authors use a brand-based…

907

Abstract

Purpose

The purpose of this study is to explore the dynamics of trust creation in an early buyer–supplier relationship phase at the interpersonal level. The authors use a brand-based communication approach to investigate the trust–risk–commitment link.

Design/methodology/approach

Survey data from 204 senior managers in small and medium-size enterprises (SMEs) in Australia were collected and analyzed.

Findings

Results indicate that ability, credibility, benevolence and persona of supplier brand representatives (SBRs) relate significantly to a buyers’ trust in SBR, leading to diminished perceived risk, and increased relationship commitment between the parties. These findings support the importance of using individual representatives who are able to broadcast their supplier’s brand values, and increase trust in exploratory buyer–supplier relationships.

Research limitations/implications

This research focused on SMEs in Australia, investigating exploratory phase of the interpersonal relationships. Future research can investigate large firms interacting in different relationship phases in the light of brand-based communication.

Practical implications

The study describes several strategies for both buying and supplying firms to use, to best use brand-based communication as a means to build trust in the early phases of buyer–supplier relationships.

Originality/value

Prior research has focused on interorganizational trust and established or mature buyer–supplier relationships. This study investigates the initial phase of buyer–supplier relationships, and at the interpersonal exchange level. It also incorporates a role for brand-based communication in the buyer–supplier relationship which has received limited attention in the literature.

Details

Journal of Business & Industrial Marketing, vol. 36 no. 7
Type: Research Article
ISSN: 0885-8624

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