The role of leadership in salespeople's price negotiation behavior

被引:45
作者
Alavi, Sascha [1 ]
Habel, Johannes [2 ]
Guenzi, Paolo [3 ]
Wieseke, Jan [1 ]
机构
[1] Univ Bochum, Sales & Mkt Dept, Univ Str 150, D-44780 Bochum, Germany
[2] ESMT, Schlosspl 1, D-10178 Berlin, Germany
[3] Bocconi Sch Management, Via Bocconi 8, I-20136 Milan, Italy
关键词
Sales; Leadership; Price negotiations; Salesperson-customer interaction; Transformational leadership; Social learning; SELF-EFFICACY BELIEFS; COGNITIVE LOAD THEORY; TRANSFORMATIONAL LEADERSHIP; SALES FORCE; TRANSACTIONAL LEADERSHIP; MARKET ORIENTATION; MEMBER EXCHANGE; SALESPERSON COACHABILITY; CUSTOMER SATISFACTION; EMPIRICAL-EXAMINATION;
D O I
10.1007/s11747-017-0566-1
中图分类号
F [经济];
学科分类号
02 ;
摘要
Salespeople assume a key role in defending firms' price levels in price negotiations with customers. The degree to which salespeople defend prices should critically depend upon their leaders' influence. However, the influence of leadership on salespeople's price defense behavior is barely understood, conceptually or empirically. Therefore, building on social learning theory, the authors propose that salespeople might adopt their leaders' price defense behavior given a transformational leadership style. Furthermore, drawing on the contingency leadership perspective, the authors argue that this adoption fundamentally depends on three variables deduced from the motivation-ability-opportunity (MAO) framework, that is, salespeople's learning motivation, negotiation efficacy, and perceived customer lenience. Results of a multi-level model using data from 92 salespeople and 264 salesperson-customer interactions confirm these predictions. The first to explore contingencies of salespeople's adoption of their transformational leaders' price negotiation behaviors, this study extends marketing theory and provides actionable guidance to practitioners.
引用
收藏
页码:703 / 724
页数:22
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