Influence of change in sales networks on a firm’s sales strategy
1University of Oulu, Oulu Business School, Department of Management and International Business, International Business
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This research revolves around two major theoretical topics: international network and international sales. The study aims to combine both distinct research areas in order to understand how changes in the sales network influence the sales strategy of the firm. The focus is hereby on born global companies respectively international new ventures. For this reason a framework is introduced that explains the inherent dynamics between sales network and sales strategy with a cycle model. Hereby it is argued that sales network characteristics have influence on specific dimensions of the sales strategy. The sales strategy itself apparently affects the firm’s performance which in turn is argued to influence the sales network. This framework is further on tested with the help of propositions. The empirical basis is provided by a qualitative single case study that is conducted with observations and interviews. The empirical data shows the influence between sales network characteristics and sales strategy components. Whereas no significant empirical proof can be granted to the introduced framework there is evidence that it should be tested with a bigger sample of firms in order to check its validity. Therefore this study contributes to theory in providing a framework for researching dynamics in sales network and sales strategy context. As is this research combines international network and sales literature it is adding to a more holistic understanding of international business. It is also contributing to managerial knowledge in a way that it adds to an understanding of how the sales environment of a firm influences the sales strategy and what impact is expected on the performance of the company.
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