The Role of the Sales Force in Value Creation and Appropriation: New Directions for Research

Journal of Personal Selling & Sales Management, Vol. XXXII, No. 1, pp. 15-27, Winter 2012

14 Pages Posted: 22 Jul 2012

See all articles by Christopher Phillips Blocker

Christopher Phillips Blocker

Colorado State University

Joseph Cannon

affiliation not provided to SSRN

Nikolaos G. Panagopoulos

Ohio University

Jeffrey Sager

University of North Texas - College of Business Administration

Date Written: January 1, 2012

Abstract

Recent research in marketing strategy emphasizes the dual processes of creating and appropriating value in exchange relationships. In business-to-business markets, salespeople have unique opportunities to translate customers’ desired value back into their firms as well as understand and influence how the value that has been co-created can be fairly appropriated in the form of revenue and other strategic benefits. Yet surprisingly little research examines the role of the sales force, compared to overall firm strategies, for shaping these key processes. Against this background, this paper of- fers an integrative framework that delineates how the sales force creates, sustains, and appropriates value in buyer-seller relationships. The framework integrates relevant theories and paradigms from a variety of disciplines and elaborates on a set of boundary conditions (e.g., relationship life cycle and globalization) that influence the role of the sales force in value creation and appropriation. The paper concludes with a discussion of opportunities that provide fertile areas for future research in the area.

Keywords: Customer value, Relationship lifecycle, Value creation, Value appropriation

JEL Classification: M30, M31

Suggested Citation

Blocker, Christopher Phillips and Cannon, Joseph and Panagopoulos, Nikolaos G. and Sager, Jeffrey, The Role of the Sales Force in Value Creation and Appropriation: New Directions for Research (January 1, 2012). Journal of Personal Selling & Sales Management, Vol. XXXII, No. 1, pp. 15-27, Winter 2012. Available at SSRN: https://ssrn.com/abstract=2101435

Christopher Phillips Blocker (Contact Author)

Colorado State University ( email )

Fort Collins, CO 80523

Joseph Cannon

affiliation not provided to SSRN ( email )

Nikolaos G. Panagopoulos

Ohio University ( email )

Athens, OH 45701-2979
United States

Jeffrey Sager

University of North Texas - College of Business Administration ( email )

Eagle Student Services Center
Room 359
Denton, TX 76203
United States

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