Salespeople and teams as stakeholder and knowledge managers: a service-ecosystem, co-creation, crossing-points perspective on key outcomes
ISSN: 0309-0566
Article publication date: 28 November 2023
Issue publication date: 12 March 2024
Abstract
Purpose
This paper aims to explore the increasing importance of the intraorganizational dimension of the sales role (IDSR) based on service-ecosystem theory. Specifically, it examines how firms can improve interactions both internally and with external actors and stakeholders to both create and sustain advantageous “thin crossing points” (Hartmann et al. 2018). Academic research on sales ecosystems has yet to fully harness the rich insights and potential afforded by the crossing-point perspective.
Design/methodology/approach
After developing and unpacking the paper’s guiding conceptual framework (Figure 1), the authors focus on crossing points and the diversity of interactions between the contemporary sales force and its many stakeholders. They examine the sales literature, identify opportunities for thinning sales crossing points and propose dozens of research questions and needs.
Findings
The paper examines the importance of improving interactions both within and outside the vendor firm to thin crossing points, further develops the concept of the “sales ecosystem” and contributes a series of important research questions for future examination.
Research limitations/implications
The paper focuses on applying “thick” and “thin” crossing points, a key element of Hartman et al. (2018). The primary limitation of the paper is that it focuses solely on the crossing-points perspective and does not consider other applications of Hartman et al. (2018).
Practical implications
This work informs managers of the need to improve interactions both within and outside the firm by thinning crossing points. Improving relationships with stakeholders will improve many vendor firm and customer outcomes, including performance.
Originality/value
Integrating findings from the literature, the authors propose a conceptual framework to encompass the entire diversity of idiosyncratic interactions as well as long-term relationships the sales force experiences. They discuss the strategic importance of thinning crossing points as well as the competitive disadvantages, even peril, “thick” crossing points create. They propose an ambitious research agenda based on dozens of questions to drive further examination of the IDSR from a sales-ecosystem perspective.
Keywords
Acknowledgements
The authors acknowledge Nathaniel Hartmann and the EJM review team for their useful comments on the paper. Also, the authors also acknowledge the funding provided by the Gary W. Rollins Endowed Chair in Sales, the Professional Sales Institute at Illinois State University, and the Enterprise Rent-A-Car Foundation Sales Faculty Scholar Program.
Since submission of this article, the following author(s) have updated their affiliations: Laurianne Schmitt is at the IESEG School of Management, Lille, France; Stefan Sleep is at the Kennesaw State University, Kennesaw, Georgia, USA and Hao Wang is at the Miami University, Oxford, OH.
Citation
Plouffe, C.R., DeCarlo, T.E., Fergurson, J.R., Kumar, B., Moreno, G., Schmitt, L., Sleep, S., Volpers, S. and Wang, H. (2024), "Salespeople and teams as stakeholder and knowledge managers: a service-ecosystem, co-creation, crossing-points perspective on key outcomes", European Journal of Marketing, Vol. 58 No. 3, pp. 704-732. https://doi.org/10.1108/EJM-04-2023-0249
Publisher
:Emerald Publishing Limited
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