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Purchasing-driven sales : matching sales strategies to the evolution of the purchasing function

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Abstract
The personal selling field has witnessed the emergence of various sales strategies, including relationship, value, key account, and solution selling. Despite claims about their effectiveness, recent work challenges the relevance of existing sales strategies across buying contexts. Specifically, emerging sales strategies often focus on the user in the customer organization, without being explicitly aligned with the increasingly important purchasing function. To define the critical role of the purchasing function for sales effectiveness, this study collects data from 32 firms in two markets; their purchasing departments reveal four stages of purchasing evolution: passive (price focused), independent (cost-focused), supportive (solution/innovation focused), and integrative (strategy focused). The research demonstrates that each stage of purchasing evolution then requires distinct sales strategies by selling firms and any mismatch of purchasing evolution and sales strategy may be detrimental to sales. This novel view and the supported findings offers several implications for both research and practice. (C) 2016 Elsevier Inc. All rights reserved.
Keywords
BUYER-SUPPLIER RELATIONSHIPS, KEY-ACCOUNT-MANAGEMENT, BUSINESS, RELATIONSHIPS, VALUE CREATION, MARKET-SEGMENTATION, PERSPECTIVE, SERVICE, PROCUREMENT, IMPACT, SATISFACTION, Sales strategies, Purchasing, Buyer-seller relationship

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MLA
Paesbrugghe, Bert, et al. “Purchasing-Driven Sales : Matching Sales Strategies to the Evolution of the Purchasing Function.” INDUSTRIAL MARKETING MANAGEMENT, vol. 62, Elsevier, 2017, pp. 171–84, doi:10.1016/j.indmarman.2016.09.002.
APA
Paesbrugghe, B., Rangarajan, D., Sharma, A., Syam, N., & Jha, S. (2017). Purchasing-driven sales : matching sales strategies to the evolution of the purchasing function. INDUSTRIAL MARKETING MANAGEMENT, 62, 171–184. https://doi.org/10.1016/j.indmarman.2016.09.002
Chicago author-date
Paesbrugghe, Bert, Deva Rangarajan, Arun Sharma, Niladri Syam, and Subhash Jha. 2017. “Purchasing-Driven Sales : Matching Sales Strategies to the Evolution of the Purchasing Function.” INDUSTRIAL MARKETING MANAGEMENT 62: 171–84. https://doi.org/10.1016/j.indmarman.2016.09.002.
Chicago author-date (all authors)
Paesbrugghe, Bert, Deva Rangarajan, Arun Sharma, Niladri Syam, and Subhash Jha. 2017. “Purchasing-Driven Sales : Matching Sales Strategies to the Evolution of the Purchasing Function.” INDUSTRIAL MARKETING MANAGEMENT 62: 171–184. doi:10.1016/j.indmarman.2016.09.002.
Vancouver
1.
Paesbrugghe B, Rangarajan D, Sharma A, Syam N, Jha S. Purchasing-driven sales : matching sales strategies to the evolution of the purchasing function. INDUSTRIAL MARKETING MANAGEMENT. 2017;62:171–84.
IEEE
[1]
B. Paesbrugghe, D. Rangarajan, A. Sharma, N. Syam, and S. Jha, “Purchasing-driven sales : matching sales strategies to the evolution of the purchasing function,” INDUSTRIAL MARKETING MANAGEMENT, vol. 62, pp. 171–184, 2017.
@article{8524738,
  abstract     = {{The personal selling field has witnessed the emergence of various sales strategies, including relationship, value, key account, and solution selling. Despite claims about their effectiveness, recent work challenges the relevance of existing sales strategies across buying contexts. Specifically, emerging sales strategies often focus on the user in the customer organization, without being explicitly aligned with the increasingly important purchasing function. To define the critical role of the purchasing function for sales effectiveness, this study collects data from 32 firms in two markets; their purchasing departments reveal four stages of purchasing evolution: passive (price focused), independent (cost-focused), supportive (solution/innovation focused), and integrative (strategy focused). The research demonstrates that each stage of purchasing evolution then requires distinct sales strategies by selling firms and any mismatch of purchasing evolution and sales strategy may be detrimental to sales. This novel view and the supported findings offers several implications for both research and practice. (C) 2016 Elsevier Inc. All rights reserved.}},
  author       = {{Paesbrugghe, Bert and Rangarajan, Deva and Sharma, Arun and Syam, Niladri and Jha, Subhash}},
  issn         = {{0019-8501}},
  journal      = {{INDUSTRIAL MARKETING MANAGEMENT}},
  keywords     = {{BUYER-SUPPLIER RELATIONSHIPS,KEY-ACCOUNT-MANAGEMENT,BUSINESS,RELATIONSHIPS,VALUE CREATION,MARKET-SEGMENTATION,PERSPECTIVE,SERVICE,PROCUREMENT,IMPACT,SATISFACTION,Sales strategies,Purchasing,Buyer-seller relationship}},
  language     = {{eng}},
  pages        = {{171--184}},
  publisher    = {{Elsevier}},
  title        = {{Purchasing-driven sales : matching sales strategies to the evolution of the purchasing function}},
  url          = {{http://doi.org/10.1016/j.indmarman.2016.09.002}},
  volume       = {{62}},
  year         = {{2017}},
}

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