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Drivers of business-to-business sales success and the role of digitalization after COVID-19 disruptions

Year: 2023

Type: article

Abstract: Purpose The purpose of this study is to investigate the drivers of business-to-business (B2B) sales success and the role of digitalization, in a selling and sales management landscape being disrupted by COVID-19. Design/methodology/approach The methodology follows a discovery-oriented grounded theory approach, which consists of a two-stage qualitative study with sales professionals in Chile, and a fuzzy-set qualitative comparative analysis (fsQCA). Findings This research shows that interfunctional coordination, agility in the selling process and business customer engagement are critical determinants of B2B sales success, whereas digitalization moderates these relationships. Originality/value This research responds to a call for more research on the impact of digitalization on business relationships in different contexts and perspectives. The authors study the Chilean context, through a two-stage qualitative study, and a fsQCA analysis, which constitutes a novel combination in this stream of research.

Source: Journal of Business and Industrial Marketing

DOI: 10.1108/jbim-12-2022-0576

Authors: Rodrigo Guesalaga, Jose L. Ruiz-Alba, Pablo J. López-Tenorio

Institutions: Pontificia Universidad Católica de Chile, University of Westminster, Universidad Autónoma de Madrid

Language: English

Topic: Customer Service Quality and Loyalty

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Decent work and economic growth

Open Access status: green

OpenAlex ID: W4387876296