The Implications of Service-Dominant Logic and Integrated Solutions for the Sales Function

Kenneth Le Meunier-FitzHugh, Jasmin Baumann, Roger Palmer, Hugh Wilson

Research output: Contribution to journalArticle

22 Citations (Scopus)

Abstract

This study explores the implications of an organization moving toward service-dominant logic (S-D logic) on the sales function. Driven by its customers' needs, a service orientation by its nature requires personal interaction and sales personnel are in an ideal position to develop offerings with the customer. However, the development of S-D logic may require sales staff to develop additional skills. Employing a single case study, the study identified that sales personnel are quick to appreciate the advantages of S-D logic for customer satisfaction and six specific skills were highlighted and explored. Further, three propositions were identified: in an organization adopting S-D logic, the sales process needs to elicit needs at both embedded-value and value-in-use levels. In addition, the sales process needs to coproduce not just goods and service attributes but also attributes of the customer's usage processes. Further, the sales process needs to coproduce not just goods and service attributes but also attributes of the customer's usage processes.
Original languageEnglish
Pages (from-to)423-440
Number of pages18
JournalJournal of Marketing Theory and Practice
Volume19
Issue number4
DOIs
Publication statusPublished - Oct 2011

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