TY - JOUR
T1 - Knowledge-based sales management strategy and the grafting metaphor
T2 - Implications for theory and practice
AU - Madhavaram, Sreedhar
AU - McDonald, Robert E.
PY - 2010/10
Y1 - 2010/10
N2 - An assessment of sales research reveals limited theoretical sophistication and grounding, less focus on intraorganizational issues, over emphasis on the micro (salesperson) versus the macro (sales function) aspects in sales management, and the criticality of knowledge to sales management. Although marketing literature draws on metaphors for theory development, there is very little sales management research that relies on metaphors for theory. In addition, reflecting the recent changes in the external environment, there have been several calls to research knowledge-based sales management. Therefore, this article explores knowledge grafting - a new theoretical metaphor - in the context of knowledge-based sales management. In doing so, first, we briefly overview the metaphor literature. Second, we introduce and evaluate the grafting metaphor. Third, we discuss the important issues of knowledge-based sales management. Fourth, we describe the knowledge grafting process and develop a knowledge grafting based conceptual framework in the context of sales management. Fifth, we discuss the strategic normative imperatives for practice. Finally, we conclude with a call for future research.
AB - An assessment of sales research reveals limited theoretical sophistication and grounding, less focus on intraorganizational issues, over emphasis on the micro (salesperson) versus the macro (sales function) aspects in sales management, and the criticality of knowledge to sales management. Although marketing literature draws on metaphors for theory development, there is very little sales management research that relies on metaphors for theory. In addition, reflecting the recent changes in the external environment, there have been several calls to research knowledge-based sales management. Therefore, this article explores knowledge grafting - a new theoretical metaphor - in the context of knowledge-based sales management. In doing so, first, we briefly overview the metaphor literature. Second, we introduce and evaluate the grafting metaphor. Third, we discuss the important issues of knowledge-based sales management. Fourth, we describe the knowledge grafting process and develop a knowledge grafting based conceptual framework in the context of sales management. Fifth, we discuss the strategic normative imperatives for practice. Finally, we conclude with a call for future research.
KW - Knowledge grafting
KW - Knowledge-based sales management
KW - Metaphors
KW - Strategic normative imperatives
KW - Theory development
UR - http://www.scopus.com/inward/record.url?scp=77956879327&partnerID=8YFLogxK
U2 - 10.1016/j.indmarman.2009.12.009
DO - 10.1016/j.indmarman.2009.12.009
M3 - Article
AN - SCOPUS:77956879327
SN - 0019-8501
VL - 39
SP - 1078
EP - 1087
JO - Industrial Marketing Management
JF - Industrial Marketing Management
IS - 7
ER -