The implications of service-dominant logic and integrated solutions on the sales function

Le Meunier-Fitzhugh, K., Baumann, J., Palmer, R. and Wilson , H. (2011) The implications of service-dominant logic and integrated solutions on the sales function. Journal of Marketing Theory and Practice, 19 (4). pp. 423-440. ISSN 1069-6679 doi: 10.2753/MTP1069-6679190405

Abstract/Summary

This study explores the implications of an organization moving toward service-dominant logic (S-D logic) on the sales function. Driven by its customers’ needs, a service orientation by its nature requires personal interaction and sales personnel are in an ideal position to develop offerings with the customer. However, the development of S-D logic may require sales staff to develop additional skills. Employing a single case study, the study identified that sales personnel are quick to appreciate the advantages of S-D logic for customer satisfaction and six specific skills were highlighted and explored. Further, three propositions were identified: in an organization adopting S-D logic, the sales process needs to elicit needs at both embedded-value and value-in-use levels. In addition, the sales process needs to coproduce not just goods and service attributes but also attributes of the customer’s usage processes. Further, the sales process needs to coproduce not just goods and service attributes but also attributes of the customer’s usage processes.

Item Type	Article
URI	https://reading-clone.eprints-hosting.org/id/eprint/17241
Item Type	Article
Refereed	Yes
Divisions	Henley Business School > Marketing and Reputation
Publisher	M.E. Sharpe
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