University of St.Gallen
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Transformational Selling

abstract The search for competitive advantage through superior customer relationships has led to substantial realignment of the role of a company's sales force. When a sales firm strives for optimal value creation in terms of full exploitation of the potential of the buyer-seller relationship, salespeople should devote their attention to a "transformational" selling style. This research project aims to conceptualize and empirically validate the novel construct of Transformational Selling, as well as to examine its relevance for achieving above-average sales performance. This research project is sponsored by the Research Fund (GFF) of the University of St. Gallen.
   
keywords Personal Selling, Transformational Leadership, Customer Voluntary Performance, Value Co-creation
   
partner
type fundamental research project
status ongoing
start of project 2009
end of project 2010
additional informations
topics scale validation, modeling, hypotheses testing
methods exploratory and confirmatory factor analysis, covariance structure analysis
contact Felicitas Morhart