Creating discursive channels: generating and disseminating impactful research insights into the strategic sales enablement of retail technology
ISSN: 0309-0566
Article publication date: 16 November 2022
Issue publication date: 21 November 2022
Abstract
Purpose
To meet the complex technology needs of retail clients, technology providers must work in a close partnership with their clients and co-envisage a strategic vision for the role that technology should play in the client’s value chain. However, many providers lack the sales capabilities needed to do this. This study aims to examine the need for providers to transition from transaction-oriented to solution selling-oriented approaches. To do so, this study explores the impact outcomes of a knowledge-exchange intervention co-designed with a partner from industry.
Design/methodology/approach
Building on empirical insights from an ongoing research programme that examines retail technology implementations, this study developed a knowledge exchange intervention consisting of planning discursive channels, co-defining the scope, co-developing knowledge, executing the intervention and assessing impact outcomes. Discursive channels – multi-lateral communication channels that allow researchers to work collaboratively with the research partner and other stakeholders – emerge as a critical knowledge-exchange mechanism to generate impact outcomes.
Findings
The knowledge-exchange intervention provides impact by enabling the industry partner to establish cross-functional solutions teams, assess retail clients’ technological needs, aid decision-making, define barriers to implementation and develop a coaching approach to support clients’ technological investments. Impact outcomes vary in magnitude, intensity, scope and duration and can also be unintentional where unplanned changes are embedded into practice.
Originality/value
This impact framework offers a roadmap to orchestrate impact outcomes that emerge from academic enquiries.
Keywords
Acknowledgements
The authors would like to thank the special issue editor, Professor Debbie Keeling, for her encouragement and valuable advice throughout the review process. Professor Keeling’s vision for this innovative article format will allow research teams to focus on impact as a critical dimension of a research programme. Moreover, we thank our research partner from industry that allowed us to examine the impact of our research programme. The empirical data referred to in this article was mostly collected during the second author’s PhD studies.
Citation
Montecchi, M., Bonetti, F., Plangger, K. and Schau, H.J. (2022), "Creating discursive channels: generating and disseminating impactful research insights into the strategic sales enablement of retail technology", European Journal of Marketing, Vol. 56 No. 9, pp. 2515-2532. https://doi.org/10.1108/EJM-03-2022-0159
Publisher
:Emerald Publishing Limited
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