New product selling challenges (key insights in the ICT sector)

Archana Sharma (Department of Management Studies, Indian Institute of Technology Delhi, New Delhi, India)
Mahim Sagar (Department of Management Studies, Indian Institute of Technology Delhi, New Delhi, India)

Journal of Indian Business Research

ISSN: 1755-4195

Publication date: 20 August 2018



The purpose of this study is to identify crucial and new product selling challenges in the Information and Communication Technology (ICT) sector for the companies operating in Business to Business (B2B) sales setting.


This study uses qualitative techniques of focus group discussion, semi-structure interviews and thematic content analysis to explore crucial and new product selling challenges. Total interpretive structuring modeling (TISM) is used to create a hierarchy amongst the factors and interpret the relationships amongst them.


This study identifies crucial challenges for the ICT sector. The TISM framework helped in identifying variables and explained the relationship between the identified variables.

Research limitations/implications

The findings may have been affected by the small size of the sample, the research was restricted to Indian market only and the result would have varied across cultures and different domains.

Practical implications

Companies in the ICT sector are eager to develop new products but fail to sell it. Salespeople play a crucial role in diffusing the new product in the market. Addressing the challenges faced by salespeople will improve not only the sales of the new product but also the overall the operational efficiency of the sales force.

Social implications

Although several studies have suggested that sales force is the major contributing factor to new product success, few studies have focused on the role of salespeople in new product launch, particularly with respect to challenges in new product selling.


This is the first study to identify new product selling challenges in the ICT sector.



Sharma, A. and Sagar, M. (2018), "New product selling challenges (key insights in the ICT sector)", Journal of Indian Business Research, Vol. 10 No. 3, pp. 291-319.

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