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date: 18 May 2021

Abstract and Keywords

This article examines organizational commitment to sales. It shows several macro-trends in sales force management that impact the way in which organizations may support the role and functions of the sales forces. In particular, three main trends are affecting the way in which organizations view, utilize, and support marketing and, as a consequence, their sales efforts. First, the perception of the role of marketing as a translator of value to and from the external market is changing to one which sees it as a core competence of the firm whose primary obligation is to facilitate value co-creation. Second, the venue of value creation is often now value configurations—economic and social actors within networks interacting and exchanging across and through networks. Third, sales forces are generating more sales with fewer sales people, and therefore the “transformation of the sales force” has been predicted.

Keywords: organizational commitment, sales forces, sales efforts, value creation, networks

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