Hybrid sales structures in the age of e-commerce
Article
Article Title | Hybrid sales structures in the age of e-commerce |
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ERA Journal ID | 35909 |
Article Category | Article |
Authors | Thaichon, Park, Surachartkumtonkun, Jiraporn, Quach, Sara, Weaven, Scott and Palmatier, Robert W. |
Journal Title | Journal of Personal Selling and Sales Management |
Journal Citation | 38 (3), pp. 277-302 |
Number of Pages | 26 |
Year | 2018 |
Publisher | Taylor & Francis |
Place of Publication | United States |
ISSN | 0885-3134 |
1557-7813 | |
Digital Object Identifier (DOI) | https://doi.org/10.1080/08853134.2018.1441718 |
Web Address (URL) | https://www.tandfonline.com/doi/full/10.1080/08853134.2018.1441718 |
Abstract | Sales organizations continue to exhibit meaningful changes in their structures during the e-commerce era. This article examines the impact of Internet technology on the evolution of sales organizations and identifies key components underpinning a successful hybrid sales structure. A comprehensive review of sales organization studies leads to the derivation of a hybrid sales structure model, as well as a series of key recommendations pertaining to the organization and sales performance. These findings establish a platform for further research into the hybrid sales structure. The transition from a reliance on traditional, outside sales forces to a concomitant use of inside sales personnel produces hybrid sales structures that can accommodate online buyer–seller interactions and also leverage technological advances in sales automation and business intelligence to boost sales performance. |
Keywords | sales structures; e-commerce; sales forces; inside sales; outside sales; new technologies |
ANZSRC Field of Research 2020 | 350605. Marketing management (incl. strategy and customer relations) |
Public Notes | Files associated with this item cannot be displayed due to copyright restrictions. |
Byline Affiliations | Griffith University |
University of Washington, United States |
https://research.usq.edu.au/item/xx0z7/hybrid-sales-structures-in-the-age-of-e-commerce
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