Sequential Coherence as a Success Factor in Personal Selling
International Journal of Marketing Studies; Vol. 12, No. 2; (2020) Doi 10.5539/ijms.v12n2p13
10 Pages Posted: 7 Apr 2020
Date Written: March 13, 2020
Personal selling, especially in knowledge intensive contexts, demands effective knowledge transfer between all the parties involved. In our study, we have developed a new conceptual model of sequential coherence that helps to better understand knowledge flows in personal selling. The model describes how social capital, contact intensity, trust and rewards influence sequential coherence. Sequential coherence refers to the reciprocal result of the pushing effects induced by individuals of a teaching firm and the pulling effects induced by individuals of a learning firm that enables knowledge to flow across the boundaries of firms (Yapa et al., 2019). The objective of this concept paper is to explain how sequential coherence can be used as a success factor in personal selling of technology products. Our contribution is useful to both scholars and practitioners.
Keywords: personal selling, knowledge transfer, sequential coherence, social capital, contact intensity, trust, rewards
JEL Classification: M
Suggested Citation: Suggested Citation