Sales team value co-creation in turbulent markets: the role of team learning and agility

Authors

Eddie Inyang
Omar S. Itani, The University of Texas Rio Grande ValleyFollow
Hayam Alnakhli
Juliana White

Document Type

Article

Publication Date

9-18-2023

Abstract

Value co-creation has emerged as a way for organizations to gain a competitive advantage and differentiate themselves from the competition. In the literature, a positive link has been found between value co-creation and firm performance. However, the impact of sales team value co-creation on performance has been largely unexplored. This study explores drivers of value co-creation by sales teams and its performance outcomes, with market turbulence as a contingency factor. Using a sample of 201 salespeople in 24 sales teams, the results indicate that when sales teams co-create value with customers, they can increase their sales performance. This effect is magnified when sales teams are working with customers operating in turbulent environments.

Comments

Original published version available at https://doi.org/10.1080/10696679.2023.2258266

https://www.tandfonline.com/share/UMJHZSXUMSTDZVX2JEJQ?target=10.1080/10696679.2023.2258266

Recommended Citation

Inyang, E., Itani, O.S., Alnakhli, H. and White, J., 2023. Sales team value co-creation in turbulent markets: the role of team learning and agility. Journal of Marketing Theory and Practice, pp.1-15. https://doi.org/10.1080/10696679.2023.2258266

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License

Publication Title

Journal of Marketing Theory and Practice

DOI

10.1080/10696679.2023.2258266