Business Commons^™

Complementary Effects Of Crm And Social Media On Customer Co-Creation And Sales Performance In B2b Firms: The Role Of Salesperson Self-Determination Needs, Omar S. Itani, Ashish Kalra, Jen Riley

Marketing Faculty Publications and Presentations

Highlights

• Social media, CRM technology & social CRM enrich the knowledge of salespeople.

• Social media, CRM technology & social CRM support value co-creation efforts.

• Knowledge mediates the effects of social media, CRM technology, and social CRM.

• Job autonomy & sales quota ease moderate the effect of knowledge on value co-creation.

• Value co-creation increases sales performance.

Abstract

This study examines the effects of salespeople's social media and customer relationship management (CRM) technology use on value co-creation through knowledge and the downstream impact on sales performance. Based on task-technology fit and self-determination theories, the findings reveal that social media, CRM technology, and …

Salesperson Moral Identity And Value Co-Creation, Omar S. Itani, Larry Chonko, Raj Agnihotri

Marketing Faculty Publications and Presentations

Purpose

The purpose of this study is to examine the role of salesperson moral identity centrality in value co-creation. This study identified and tested an extended identity-based formation process of selling orientation, customer orientation and value co-creation. This was accomplished by examining the role of inclusion of others in the self and circle of moral regard in the mechanism through which moral identity centrality impacts selling orientation, customer orientation and value co-creation, taking into account the contingency role of salesperson self-construal.

Design/methodology/approach

An extended identity-behavior model grounded in identity theory and the social-cognitive perspective of moral identity centrality was tested. …

Social Media Use In B2b Sales And Its Impact On Competitive Intelligence Collection And Adaptive Selling: Examining The Role Of Learning Orientation As An Enabler, Omar S. Itani, Raj Agnihotri, Rebecca Dingus

Marketing Faculty Publications and Presentations

Highlights

• Findings of the study suggest that social media is one way to enhance sales performance, but its use alone does not guarantee such enhancement.

• Social media use will affect performance of salespeople through affecting their competitive intelligence collection and adaptive selling.

• Perceived usefulness of social media was not significantly related to salesperson social media use.

• Results support linking collection of competitive intelligence to a salesperson’s adaptive selling behavior.

Abstract

This paper examines the use of social media by business-to-business (B2B) salespeople to assist in their job functions. The authors propose that a salesperson's attitude toward social media usefulness, as …