Industrial selling processes are complex phenomena. The involvement of diverse
persons and the prevalence of service elements in integrated sales offerings
have meant that collaboration and dialogue are now essential aspects of any
successful selling process. The present study is based on the premise that these
essential aspects of contemporary industrial selling processes have not been
sufficiently conceptualised in the extant literature and that new concepts are
therefore required. In particular, relevant new concepts that are based on the
personal experiences of the actors involved in the selling process are urgently
needed.
Grounded-theory methodology was chosen for this inductive study because this
approach is especially suitable for the development of empirically based
concepts derived from the real-life experiences of involved actors who are
addressing their issues of concern. The substantive theory that is subsequently
produced by this grounded-theory approach posits a core category of ‘business
manoeuvring’ as the basic social process whereby the involved actors resolve
their main concern—which is the conduct of effective business. This resolution
is achieved within the core category of ‘business manoeuvring’ by the judicious
management of mutually dependent and complementary activities, which are
reflected in the other categories of the substantive theory—(i) ‘business
standardisation’; (ii) ‘business fraternisation’; (iii) ‘personalisation’; and (iv)
‘probationary business rationalisation’.
A comparison of the present study’s substantive theory with alternative models
in the literature reveals that the broader scope and integration of the proposed
substantive theory provides it with greater explanatory power than extant models;
however, it is acknowledged that the proposed theory lacks the detailed depth of
other models.
The successful development of a substantive theory that grasps the main concern
of the involved actors and adequately describes its continuous resolution means
that this study has achieved its primary purpose of developing empirically based,
actor-related concepts that provide an enhanced understanding of the theory and
practice of complex selling processes in contemporary industrial markets.
Publication no
803, Price SEK
300:- + moms (VAT)
