Entrepreneurial selling practices : a systematic review and reconceptualisation of the literature

Matthews, Russell and Chalmers, Dominic Michael and Fraser, Simon (2016) Entrepreneurial selling practices : a systematic review and reconceptualisation of the literature. In: Academy of Management, 2008-08-08 - 2008-08-13. (In Press)

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Abstract

Selling constitutes an integral part of the entrepreneurship process, yet it has been empirically and theoretically overlooked in previous research. To address this gap we undertake a systematic literature review (SLR) of research across a broad range of management disciplines that in some way address entrepreneurial selling, and then develop an integrative multilevel model that incorporates three aggregate selling constructs: sales strategies, sales enablers and sales interactions. We theorize that these constructs are linked by two feedback loops that connect situated micro-interactional selling practices, market feedback, and higher-level entrepreneurial selling capabilities. We then discuss the implications of this model for enhancing understanding of opportunity exploitation, in particular through calling for scholars to rethink the role of customer agency in entrepreneurship theory. The article concludes that a promising avenue for future theory development concerns the study of situated sales interactions, which can serve as an empirical vista to the entrepreneurial nexus.