University of Oulu

Annunen, P., Mustonen, E., Harkonen, J., & Haapasalo, H. (2021). Sales capability creation during new product development – early involvement of sales. Journal of Business & Industrial Marketing, 36(13), 263–273,

Sales capability creation during new product development : early involvement of sales

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Author: Annunen, Petteri1; Mustonen, Erno1; Härkönen, Janne1;
Organizations: 1University of Oulu, Oulu, Finland
Format: article
Version: published version
Access: open
Online Access: PDF Full Text (PDF, 0.3 MB)
Persistent link:
Language: English
Published: Emerald, 2021
Publish Date: 2021-11-25


Purpose: This study aims to focus on creating sales capability as part of new product development (NPD). The aim is to define generic requirements for building sales capability as a part of NPD and to propose a necessary process by defining key activities for sales readiness.

Design/methodology/approach: An inductive and qualitative research method was used to construct a sales capability creation process based on a current state analysis in seven companies.

Findings: The results indicate that the status of companies’ sales-related planning varies during the NPD, and the related activities are not systematically managed. Considering sales early is necessary to enable a smooth and cost-efficient start of sales, and to avoid unnecessary delays and problems in other functions. At the same time, the companies recognise the need for improvement.

Originality/value: This paper presents a potential process including systematic activities for creating sales capability in conjunction with product development, which is novel to the literature. The proposed process is applicable in aligning industrial company needs.

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Series: Journal of business & industrial marketing
ISSN: 0885-8624
ISSN-E: 2052-1189
ISSN-L: 0885-8624
Volume: 36
Issue: 13
Pages: 263 - 273
Article number: e195
DOI: 10.1002/cpz1.195
Type of Publication: A1 Journal article – refereed
Field of Science: 222 Other engineering and technologies
Copyright information: © Petteri Annunen, Erno Mustonen, Janne Harkonen and Harri Haapasalo. Published by Emerald Publishing Limited. This article is published under the Creative Commons Attribution (CC BY 4.0) licence. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this licence may be seen at