Introduction to the Three Studies That Comprise the Research Requirements for the Executive Doctor of Management Program

Sales force can be directly linked to revenue generation capabilities of almost all commercial enterprises. It is amazing to note how successful salespeople are effective in adapting their selling approaches specific to the selling situations. In industrial markets where products are approaching commoditization, salespeople play a crucial role in architecting value propositions that resonate with the buyers and thereby differentiating themselves from the competition. Diverse selling behaviors of salespeople may result in different customer experiences, even surpassing the intentions of organizational marketing strategies. At the same time, individualistic sales behaviors may also result in negative unintended consequences such as a salesperson’s lone wolf tendencies, utility maximizing behaviors, lack of empathy for customer needs, etc.