B2B sales process;
Social media;
Digital communication tools;
Traditional face-to-face selling;
International SMEs;
SALESPERSON CUSTOMER ORIENTATION;
IMPACT;
BUSINESS;
FUTURE;
ONLINE;
PERFORMANCE;
TECHNOLOGY;
STRATEGIES;
EVOLUTION;
PRODUCT;
D O I:
10.1016/j.ibusrev.2020.101776
中图分类号:
F [经济];
学科分类号:
02 ;
摘要:
Social media and digital tools are gradually changing the way firms market themselves. Understanding how these communication tools are used by sales functions within business-to-business (B2B) markets could clarify the dynamics underpinning the sales process in an increasingly technology-mediated world. This paper explores how social media, digital, and traditional sales communication tools are leveraged during the three main phases of the B2B sales process within international SMEs. The article's grounded-theory approach illustrates that social media can be particularly helpful in engaging international prospects. Digital communication tools seem to be most prevalent in the persuasion phase, whereas more traditional communication tools still prevail in customer relationship management. However, there seem to be some important potential boundary conditions, including relationship culture, location proximity, technology innovation/resources, and strategic importance of the customer that affect the way international SMEs use different communication tools during a sales process. We develop a framework for understanding the B2B sales process flow with sales communication tools included for international SMEs.
机构:
Univ Southern Calif, Marshall Sch Business, 701 Exposit Blvd, Los Angeles, CA 90089 USAUniv Southern Calif, Marshall Sch Business, 701 Exposit Blvd, Los Angeles, CA 90089 USA
Appel, Gil
Grewal, Lauren
论文数: 0引用数: 0
h-index: 0
机构:
Dartmouth Coll, Tuck Sch Business, 100 Tuck Hall, Hanover, NH 03755 USAUniv Southern Calif, Marshall Sch Business, 701 Exposit Blvd, Los Angeles, CA 90089 USA
Grewal, Lauren
Hadi, Rhonda
论文数: 0引用数: 0
h-index: 0
机构:
Univ Oxford, Said Business Sch, Park End St, Oxford OX1 1HP, EnglandUniv Southern Calif, Marshall Sch Business, 701 Exposit Blvd, Los Angeles, CA 90089 USA
Hadi, Rhonda
Stephen, Andrew T.
论文数: 0引用数: 0
h-index: 0
机构:
Univ Oxford, Said Business Sch, Park End St, Oxford OX1 1HP, England
Monash Univ, Monash Business Sch, Melbourne, Vic, AustraliaUniv Southern Calif, Marshall Sch Business, 701 Exposit Blvd, Los Angeles, CA 90089 USA
机构:
Univ Munster, Mkt Ctr Munster, Stadtgraben 13-15, D-48143 Munster, Germany
Univ Groningen, Fac Business & Econ, Mkt, NL-9700 AB Groningen, NetherlandsGoethe Univ Frankfurt, Dept Mkt, Theodor W Adorno Pl 4, D-60323 Frankfurt, Germany
Wiesel, Thorsten
Pauwels, Koen
论文数: 0引用数: 0
h-index: 0
机构:
Ozyegin Univ, Nisantepe Mah Orman Sk 13, TR-34794 Istanbul, TurkeyGoethe Univ Frankfurt, Dept Mkt, Theodor W Adorno Pl 4, D-60323 Frankfurt, Germany
机构:
Univ Groningen, Mkt, Groningen, Netherlands
Aston Univ, Aston Business Sch, Birmingham, W Midlands, EnglandStore Support BV, Amsterdam, Netherlands
机构:
Univ Southern Calif, Marshall Sch Business, 701 Exposit Blvd, Los Angeles, CA 90089 USAUniv Southern Calif, Marshall Sch Business, 701 Exposit Blvd, Los Angeles, CA 90089 USA
Appel, Gil
Grewal, Lauren
论文数: 0引用数: 0
h-index: 0
机构:
Dartmouth Coll, Tuck Sch Business, 100 Tuck Hall, Hanover, NH 03755 USAUniv Southern Calif, Marshall Sch Business, 701 Exposit Blvd, Los Angeles, CA 90089 USA
Grewal, Lauren
Hadi, Rhonda
论文数: 0引用数: 0
h-index: 0
机构:
Univ Oxford, Said Business Sch, Park End St, Oxford OX1 1HP, EnglandUniv Southern Calif, Marshall Sch Business, 701 Exposit Blvd, Los Angeles, CA 90089 USA
Hadi, Rhonda
Stephen, Andrew T.
论文数: 0引用数: 0
h-index: 0
机构:
Univ Oxford, Said Business Sch, Park End St, Oxford OX1 1HP, England
Monash Univ, Monash Business Sch, Melbourne, Vic, AustraliaUniv Southern Calif, Marshall Sch Business, 701 Exposit Blvd, Los Angeles, CA 90089 USA
机构:
Univ Munster, Mkt Ctr Munster, Stadtgraben 13-15, D-48143 Munster, Germany
Univ Groningen, Fac Business & Econ, Mkt, NL-9700 AB Groningen, NetherlandsGoethe Univ Frankfurt, Dept Mkt, Theodor W Adorno Pl 4, D-60323 Frankfurt, Germany
Wiesel, Thorsten
Pauwels, Koen
论文数: 0引用数: 0
h-index: 0
机构:
Ozyegin Univ, Nisantepe Mah Orman Sk 13, TR-34794 Istanbul, TurkeyGoethe Univ Frankfurt, Dept Mkt, Theodor W Adorno Pl 4, D-60323 Frankfurt, Germany
机构:
Univ Groningen, Mkt, Groningen, Netherlands
Aston Univ, Aston Business Sch, Birmingham, W Midlands, EnglandStore Support BV, Amsterdam, Netherlands