作者
Alhassan Ohiomah, Morad Benyoucef, Pavel Andreev
发表日期
2020/10/1
来源
Industrial Marketing Management
卷号
90
页码范围
435-452
出版商
Elsevier
简介
The role and nature of business-to-business (B2B) sales has evolved since the end of the 20th century, mostly driven by technological, organizational and social changes. However, the literature has yet to catch up with that evolution. Particularly, the literature lacks contemporary studies that exclusively showcase the key determinants and practices that facilitate the success of B2B sales. Hence, we conduct a meta-analysis of the literature and summarize the results of 139 independent published studies from 1980 to 2019 that examined the relationship between several determinants and B2B sales success. Our results show that such success may be influenced by 31 different determinants associated with four dimensions of the selling process (i.e., salesperson, organization, customer, and environment). We also investigate the moderator effects of measurement source (subjective vs. objective), measurement items …
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A Ohiomah, M Benyoucef, P Andreev - Industrial Marketing Management, 2020