Understanding the role of sales in the creation of value to firms and their customers has been a longstanding goal ofresearchers andmanagers alike (Lindgreen and Wynstra 2005). This comes as no surprise as salespeople are thought to play a pivotal role in the creation of customer value (Weitz and Bradford 1999) and scholars widely recognize the creation of customer value as the key to firms' long-term survival and success and increasingly see creating customer value as the next source of competitive advantage (Ulaga and Eggert 2006; Woodruff 1997).
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