Conceptual analysis demonstrates how effectual selling drives value co-creation in service ecosystems, highlighting key behavioral and organizational drivers under uncertainty.
This research draws on effectuation theory and service dominant logic to develop the concept of effectual selling. Effectual selling is focused on resource integration, stakeholder interaction, and value co-creation under environmental uncertainty. The effectual selling perspective developed here is consistent with the emerging service ecosystem view. As such, it is holistic and dynamic. Broadly, this investigation represents the longstanding and continuous effort to understand and articulate the important and evolving role of the salesperson. Several testable propositions are developed to facilitate further study of effectual selling behavior. Guided by the motivation, opportunity, ability (MOA) framework, the propositions suggest different salesperson characteristics, sales manager leader behaviors, and firm-level characteristics that will drive effectual selling behavior.
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Wang et al. (2020) studied this question.
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