Change search
ReferencesLink to record
Permanent link

Direct link
Adding services to product-based portfolios: Adding services to product-based portfolios: An exploration of the implications for the sales function
Linköping University, Department of Management and Engineering, Industrial Economics. Linköping University, Faculty of Science & Engineering.
Department of Marketing, Hanken School of Economics, Helsinki, Finland.ORCID iD: 0000-0002-4081-9737
University of Massachusetts Amherst, Amherst, USA.
2015 (English)In: Journal of Service Management, ISSN 1757-5818, E-ISSN 1757-5826, Vol. 26, no 3, 372-393 p.Article in journal (Refereed) Published
Abstract [en]

Purpose: The objective of this research is to explore the implications for the sales function of the infusion of services by formerly product-based firms. In particular, it aims at identifying the changes that need to be made at the sales-function level if the services are to be successfully sold.Design/Methodology: This research is an exploratory qualitative case study. Data were collected by focus group discussions and in-depth interviews with relevant managers in three large multinational companies based in Northern Europe, which were pursuing service-led growth. Findings: The effects of service infusion processes on the sales function could be seen with respect to the three parts of the analytical framework: organization, roles, and competences. The results illustrate the need for a changed perspective with respect to all three parts, if a product-based firm is to be successful in the infusing of associated services into its portfolio of offerings. Analysis of the results identifies key operational initiatives that management needs to understand and implement when corporate and marketing strategies increasingly focus on service-led growth.Research limitations:The study was exploratory and vendor centric, which means that it did not quantitatively assess the results or directly involve the customers at whom the services were directed. Also, the choice of business-to-business firms limits the capacity to generalize the findings. Originality/Value:Whereas relationship-based and value-based selling are approaches more geared to the sales-force level, the study reported in this paper set out to understand fundamental differences at the sales-function level when firms pursue service-led growth. The findings suggest that the realignment of corporate strategy towards an increased focus on services may have far-reaching implications for the sales function.

Place, publisher, year, edition, pages
Emerald Group Publishing Limited, 2015. Vol. 26, no 3, 372-393 p.
Keyword [en]
service selling, service infusion, sales function, organization, roles, competences
National Category
Business Administration
URN: urn:nbn:se:liu:diva-119662DOI: 10.1108/JOSM-02-2014-0042ISI: 000357114500002OAI: diva2:825606
Available from: 2015-06-23 Created: 2015-06-23 Last updated: 2015-07-24Bibliographically approved

Open Access in DiVA

fulltext(333 kB)189 downloads
File information
File name FULLTEXT01.pdfFile size 333 kBChecksum SHA-512
Type fulltextMimetype application/pdf

Other links

Publisher's full textResearchGate

Search in DiVA

By author/editor
Kindström, DanielKowalkowski, Christian
By organisation
Industrial EconomicsFaculty of Science & Engineering
In the same journal
Journal of Service Management
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 189 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

Altmetric score

Total: 207 hits
ReferencesLink to record
Permanent link

Direct link