• 主题
高级搜索  >
历史搜索 清空历史
首页> 外文期刊>Industrial marketing management >Salespeople's work toward the institutionalization of social selling practices
【24h】

Salespeople's work toward the institutionalization of social selling practices

机译：销售人员对社会销售实践制度化的努力

获取原文
获取原文并翻译 | 示例
           
页面导航
  • 摘要
  • 著录项
  • 相似文献
  • 相关主题

摘要

While the use of social media has become widespread among business-to-business organizations, the diversity of the social selling practices undertaken by salespeople and the extent to which they rely on them for their sales approach remain limited. Contrary to previous studies that emphasize the benefits of top-down approaches, we adopt a salesperson-centric approach, with the belief that the salesperson's agency is a key factor in the development of new sales practices related to social media. Using the concept of practice work and building upon institutional theory, we argue that social selling practices emerge in a bottom-up way, depending on the work initiated by salespeople. Based on a qualitative study of 32 B2B sales professionals, we show that salespeople perform three kinds of practice work: promotion, reconciliation, and disruption. These efforts can diffuse but also thwart social selling practices in sales organizations. This article offers new insights into how organizations can develop salespeople's depth of social media usage, and encourages firms to support salespeople's social selling initiatives instead of controlling them.
机译：虽然社交媒体的使用已经普遍存在业务组织中，但销售人员进行的社会销售实践的多样性以及他们依靠其销售方法的程度仍然有限​​。与以前的研究相反，强调自上而下的方法的好处，我们采用了销售人员为中心的方法，相信销售人员的代理是发展与社交媒体有关的新销售实践的关键因素。使用实践工作的概念和建立机构理论，我们认为社会销售实践以自下而上的方式出现，具体取决于销售人员发起的工作。根据对32家B2B销售专业人士的定性研究，我们展示了销售人员进行三种练习工作：促进，和解和中断。这些努力可以在销售组织中弥漫，但也可以横跨社会销售实践。本文对组织如何制定销售人员的社交媒体使用深度，并鼓励公司支持销售人员的社会销售举措而不是控制它们的新见解。

著录项

相似文献

  • 外文文献
  • 中文文献
  • 专利
获取原文

客服邮箱：kefu@zhangqiaokeyan.com

京公网安备：11010802029741号 ICP备案号：京ICP备15016152号-6 六维联合信息科技 (北京) 有限公司©版权所有

  • 客服微信

  • 服务号