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Validating action and social alignment constituents of collaboration in business relationships: A sales perspective

Nils M. Høgevold (Department of Marketing, Oslo School of Management, Oslo, Norway)
Gøran Svensson (Department of Marketing, Kristiania University College, Oslo, Norway)
Carmen Otero-Neira (Department of Business and Marketing, University of Vigo, Vigo, Spain)

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 18 June 2019

Issue publication date: 18 September 2019

493

Abstract

Purpose

The purpose of this paper is to test hypothesized relationships within and between the domains of action and social alignment based on a sales perspective in business relationships.

Design/methodology/approach

This study is based on a cross-industrial sample of Norwegian companies consisting of 213 key informants corresponding to a valid response rate of 40.7 percent.

Findings

The findings validate that coordination relates positively to economic satisfaction (ES); coordination does not relate to non-economic satisfaction (NES); coordination relates positively to cooperation; cooperation relates positively NES; and cooperation mediates between ES and NES.

Research limitations/implications

This study tests and successfully validates an action and social alignment model based on a sales perspective in seller business relationships, providing additional insights into the field of relationship quality and the sales literature. Suggestions for further research are provided.

Practical implications

According to sales practitioners, the research model makes sense in relation to managerial implications for seller business relationships.

Originality/value

This study contributes to incorporating a seller perspective in relation to existing theory and previous studies on a buyer perspective to quality constructs in business relationships.

Keywords

Citation

Høgevold, N.M., Svensson, G. and Otero-Neira, C. (2019), "Validating action and social alignment constituents of collaboration in business relationships: A sales perspective", Marketing Intelligence & Planning, Vol. 37 No. 7, pp. 721-740. https://doi.org/10.1108/MIP-12-2018-0577

Publisher

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Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited

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