Antecedents of a cross-functional orientation and the effect on cross-selling success
Type
conference paper
Date Issued
2009-05-26
Author(s)
Abstract
This study investigates the antecedents of a cross-functional orientation and its effect on cross-selling success from the selling firm's point of view. Two complementary studies were carried out. In the first study qualitative research techniques were used to explore indicators of sales-personnel influencing cross-selling success. Results of study I were used for hypothesis building and the development of measurement scales. In a second study the developed hypotheses were tested indicating a strong effect of cross-functional orientation on cross-selling success. Moreover, results show a strong influence of three employee based traits on cross-functional orientation - brand identity, cross-selling motivation, and cross-selling readiness - implying that sales managers should carefully concentrate on developing personal employee specific traits to enhance sales success.
Language
English
Keywords
cross-functional orientation
cross-selling
personal selling
brand identity
crossfunctional
coordination
coordination
HSG Classification
contribution to scientific community
Refereed
No
Book title
Proceedings of the 38th EMAC Conference
Event Title
38th European Marketing Academy (EMAC) Annual Conference
Event Location
Nantes
Event Date
26.-29.05.2009
Subject(s)
Division(s)
Eprints ID
55970