2016 Q3 Research Review – edited by Jeremy Noad
3rd September 2016 | Dr Jeremy Noad
These pages aim to keep readers informed of recently published research on sales related topics, by including abstracts of peer-reviewed academic research published in a range of journals. We have grouped them in the following broad themes: sales performance; customer management; capability development; behavioural studies; and systems and processes.
In this edition, we start with three articles on sales performance. The first examines sales force involvement in new products launches in the pharma industry. The second is one of three papers in this edition that looks at value. It examines both value creation and value capture, and finds that, while there are trade-offs required in creating value, those trade-offs do not need to be made when undertaking value capture. The third paper under this theme examines multichannel selling and identifies that customer preference is a key factor in success along with proposing that the chief limitation in the efficacy of each channel is the effectiveness of the other channel.
In the section on customer management, we have selected two papers, which deal with value creation. The first examines the beneficial link between value co-creation and customer loyalty and the second identifies that role ambiguity has a negative impact on value co-creation.