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Personal selling of high technology products : the solutions selling imperative

Sharma, A. and Iyer, G.R. and Evanschitzky, H. (2008) Personal selling of high technology products : the solutions selling imperative. Journal of Relationship Marketing, 7 (3). pp. 287-308. ISSN 15332667

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Abstract

Traditional focus on the study of high-technology firms and products has practically ignored the importance and potential contributions of the sales force, especially in business-to-business marketing. This article suggests that traditional sales force strategies associated with high-technology products have been supply driven (i.e., driven by the strategies of the marketing firm). We suggest that in order to enhance the success of high-technology products and services, firms need to be more demand driven in their sales structures (i.e., driven by the strategies of the buying firm). We suggest that it is imperative that high-technology firms adopt "solution selling" to enhance high-technology adoption as well as enhance competitiveness. We describe this change in focus and draw out its various managerial and academic implications.

Item type: Article
ID code: 9318
Notes: This journal is indexed on ABI/Inform Global; see: http://www.lib.strath.ac.uk/abi.htm NB. Article title on ABI/Inform Global record differs slightly from this entry; the ABI entry maybe a typo.
Keywords: high tech industries, business to business commerce, personal selling, technology adoption, Marketing. Distribution of products, Commerce
Subjects: Social Sciences > Commerce > Marketing. Distribution of products
Social Sciences > Commerce
Department: Strathclyde Business School > Marketing
Related URLs:
Depositing user: Strathprints Administrator
Date Deposited: 17 Mar 2010 11:17
Last modified: 06 Dec 2013 20:09
URI: http://strathprints.strath.ac.uk/id/eprint/9318

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