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The role of leadership in salespeople’s price negotiation behavior
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Alavi, Sascha, Habel, Johannes, Guenzi, Paolo and Wieseke, Jan (2018) The role of leadership in salespeople’s price negotiation behavior. Journal of the Academy of Marketing Science, 46 (4). pp. 703-724. doi:10.1007/s11747-017-0566-1
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Official URL: http://dx.doi.org/10.1007/s11747-017-0566-1
Abstract
Salespeople assume a key role in defending firms’ price levels in price negotiations with customers. The degree to which salespeople defend prices should critically depend upon their leaders’ influence. However, the influence of leadership on salespeople’s price defense behavior is barely understood, conceptually or empirically. Therefore, building on social learning theory, the authors propose that salespeople might adopt their leaders’ price defense behavior given a transformational leadership style. Furthermore, drawing on the contingency leadership perspective, the authors argue that this adoption fundamentally depends on three variables deduced from the motivation–ability–opportunity (MAO) framework, that is, salespeople’s learning motivation, negotiation efficacy, and perceived customer lenience. Results of a multi-level model using data from 92 salespeople and 264 salesperson–customer interactions confirm these predictions. The first to explore contingencies of salespeople’s adoption of their transformational leaders’ price negotiation behaviors, this study extends marketing theory and provides actionable guidance to practitioners.
| Item Type: | Journal Article | ||||||
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| Subjects: | H Social Sciences > HF Commerce | ||||||
| Divisions: | Faculty of Social Sciences > Warwick Business School > Marketing Group Faculty of Social Sciences > Warwick Business School |
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| Library of Congress Subject Headings (LCSH): | Sales, Leadership, Sales personnel | ||||||
| Journal or Publication Title: | Journal of the Academy of Marketing Science | ||||||
| Publisher: | Springer | ||||||
| ISSN: | 0092-0703 | ||||||
| Official Date: | July 2018 | ||||||
| Dates: |
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| Volume: | 46 | ||||||
| Number: | 4 | ||||||
| Page Range: | pp. 703-724 | ||||||
| DOI: | 10.1007/s11747-017-0566-1 | ||||||
| Status: | Peer Reviewed | ||||||
| Publication Status: | Published | ||||||
| Publisher Statement: | This is a post-peer-review, pre-copyedit version of an article published in Journal of the Academy of Marketing Science. The final authenticated version is available online at: http://dx.doi.org/10.1007/s11747-017-0566-1 | ||||||
| Access rights to Published version: | Restricted or Subscription Access |
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