A systematic literature review on the cluttered cross-selling and cross-buying subfield: A call to action

The concepts of cross-selling and cross-buying have gained significant attention in marketing research and practice, deemed crucial for driving business revenue and enhancing customer lifetime value. However, the two literature streams exhibit considerable ambiguity and conceptual overlap, hindering theoretical development and practical application. This integrative review addresses this challenge by systematically examining existing research through probabilistic topic modeling, bibliometric analyses, logical partitioning, and jangle and jingle fallacies analysis. By triangulating these methodologies, we shed light on the distinctions and commonalities between cross-selling and cross-buying, offering a typology of definitions validated through interviews with industry practitioners. This paper aims to foster academic discourse and provide actionable insights for future research in cross-selling and cross-buying. The paper also provides implications for retailing and service companies on how to profit from existing customer relationships.