Determinant Factors of B2B Salesperson performance of Food Industry from Service Ecosystems perspective

Document Type : Sterategic Management

Authors

1 Instructor,Faculty of management and accounting, university college of Nabi Akram (PhD. student, Business management-Marketing management), Tabria, Iran.

2 Tarbiat modares univercity

3 Tarbiat modares university

Abstract

The key role of B2B salesperson performance in the growth of sales organizations, the results of different levels of companies and the achievement of the activities of all functions of the organization is clear. In recent years, studies have emphasized salesperson cuntribution in coordinating many economic and social actors inside and outside the organization, exchanging services between actors, and aligning institutional sales arrangements, and has introduced new theoretical principles called service ecosystems. Therefore, it is necessary to pay attention to the salesperson performance based on this view and identify its determinants in the service ecosystems. The purpose of this study is to identify and explain the determinants of salesperson performance based on the perspective of service ecosystem. The research method is Grounded Theory method in terms of data collection method with a classical approach. The research community is the B2B sales experts of the Iran's food industry companies who have been selected using theoretical sampling. Research data was collected through in-depth interviews with 20 key sales managers and actors. Based on the classical Grounded theory, in the open coding stage, 130 initial codes were identified and in the selected coding, 13 categories, 41 concepts and 130 events were identified. Finally, in the theoretical coding stage, a multilayer approach was used to achieve the research model. This led to the naming of three different levels of service ecosystem, including micro, meso and macro levels, among which individual factors, salesperson stresses, job factors, co-operative factors, sales organization factors and organizational factors, micro level factors of service ecosystem. Characteristics of industry, sales actors, approaches between actors and sales methods of industry, determinants of middle level and finally community factors, family factors and macro variables of macro level factors were identified. Researchers, sales and marketing managers of companies by examining the results of this study can get acquainted with the determinants of salesperson performance at different levels of the service ecosystem and from it, to increase and improve salesperson performance, more effectively to use.

Keywords

References

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History

  • Receive Date: 15 October 2021
  • Revise Date: 28 September 2022
  • Accept Date: 13 June 2023

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