[
Barney-McNamara, B., Peltier, J., Chennamaneni, P. R., and Niedermeier, K. E. (2020). A conceptual framework for understanding the antecedents and consequences of social selling: a theoretical perspective and research agenda. Journal of Research in Interactive Marketing, 15(1), 147-178. DOI: https://doi.org/10.1108/JRIM-05-2020-0108
]Search in Google Scholar
[
Bateman, C., & Valentine, S. (2015). The impact of salesperson customer orientation on the evaluation of a salesperson’s ethical treatment, trust in the salesperson, and intentions to purchase. Journal of Personal Selling & Sales Management, 35(2), 125-142. DOI: https://doi.org/10.1080/08853134.2015.1010538
]Search in Google Scholar
[
Belonax Jr, J. J., Newell, S. J., & Plank, R. E. (2007). The role of purchase importance on buyer perceptions of the trust and expertise components of supplier and salesperson credibility in business-to-business relationships. Journal of Personal Selling & Sales Management, 27(3), 247-258. DOI: https://doi.org/10.2753/PSS0885-3134270304
]Search in Google Scholar
[
Boles, J., Brashear, T., Bellenger, D. and Barksdale, H. (2000). Relationship selling behav-iors: antecedents and relationship with performance. Journal of Business & Industrial Marketing, 15(2/3), 141-153. DOI: https://doi.org/10.1108/08858620010316840
]Search in Google Scholar
[
Brown, T. J., Mowen, J. C., Donavan, D. T., & Licata, J. W. (2002). The customer orienta-tion of service workers: Personality trait effects on self-and supervisor performance ratings. Journal of marketing research, 39(1), 110-119. DOI: https://doi.org/10.1509/jmkr.39.1.110.18928
]Search in Google Scholar
[
Bursk, E.C. (1947), ‘Low-pressure selling’, Harvard Business Review, 25(4), 227-242.
]Search in Google Scholar
[
de Ruyter, K., Keeling, D. I. & Yu, T. (2020). Service-Sales Ambidexterity: Evidence, Practice, and Opportunities for Future Research. Journal of Service Research, 23(1), 13–21. DOI: https://doi.org/10.1177/1094670519878880
]Search in Google Scholar
[
Goad, E.A. & Jaramillo, F. (2014). The good, the bad and the effective: a meta-analytic examination of selling orientation and customer orientation on sales performance. Journal of Personal Selling & Sales Management, 34(4), 285-301, DOI: https://doi.org/10.1080/08853134.2014.899471
]Search in Google Scholar
[
Google Scholar (2022a). Results for search term “B2C sales”. Available at https://scholar.google.com/scholar?hl=de&as_sdt=0%2C5&q=%22B2C+sales%22&btnG= (Accessed: 05 January 2022)
]Search in Google Scholar
[
Google Scholar (2022b). Results for search term “B2C marketing”. Available at https://scholar.google.com/scholar?hl=de&as_sdt=0%2C5&q=%22B2C+marketing%22&btnG= (Accessed: 05 January 2022)
]Search in Google Scholar
[
Google Scholar (2022c). Results for search term “customer orientation” sales”. Available at https://scholar.google.com/scholar?hl=en&as_sdt=0%2C5&q=%22customer+orientation%22+sales&oq=%22 (Accessed: 27 November 2022)
]Search in Google Scholar
[
Guenzi, P., De Luca, L. & Spiro, R. (2016). The combined effect of customer perceptions about a salesperson’s adaptive selling and selling orientation on customer trust in the salesperson: a contingency perspective. Journal of Business & Industrial Marketing, 31(4), 553-564, DOI: https://doi.org/10.1108/JBIM-02-2015-0037
]Search in Google Scholar
[
Güneş, E. D., Akşin, O. Z., Örmeci, E. L., & Özden, S. H. (2010). Modeling customer reactions to sales attempts: If cross-selling backfires. Journal of Service Research, 13(2), 168–183. DOI: https://doi.org/10.1177/1094670509352677
]Search in Google Scholar
[
Hennig-Thurau, T. (2004). Customer orientation of service employees: Its impact on customer satisfaction, commitment, and retention. International journal of service industry management, 15(5), 460-478. DOI: https://doi.org/10.1108/09564230410564939
]Search in Google Scholar
[
Hogan, J., Hogan, R., & Busch, C. M. (1984). How to measure service orientation. Journal of Applied Psychology, 69(1), 167–173. DOI: https://doi.org/10.1037/0021-9010.69.1.167
]Search in Google Scholar
[
Hohenschwert, L. & Geiger, S. (2015). Interpersonal influence strategies in complex B2B sales and the socio-cognitive construction of relationship value. Industrial Marketing Management, 49, 139-150. DOI: https://doi.org/10.1016/j.indmarman.2015.05.027
]Search in Google Scholar
[
Homburg, C., Müller, M. & Klarmann, M. (2011). When Should the Customer Really Be King? On the Optimum Level of Salesperson Customer Orientation in Sales Encounters. Journal of Marketing, 75(2), 55–74. DOI: https://doi.org/10.1509/jmkg.75.2.55
]Search in Google Scholar
[
Homburg, C., Hoyer, W. D., & Fassnacht, M. (2002). Service orientation of a retailer’s business strategy: Dimensions, antecedents, and performance outcomes. Journal of Marketing, 66(4), 86-101. DOI: https://doi.org/10.1509/jmkg.66.4.86.18511
]Search in Google Scholar
[
Jaramillo, F., Ladik, D. M., Marshall, G. W. & Mulki, J. P. (2007). A meta-analysis of the relationship between sales orientation-customer orientation (SOCO) and salesperson job performance. Journal of Business & Industrial Marketing, 22(5), 302-310. DOI: https://doi.org/10.1108/08858620710773431
]Search in Google Scholar
[
Johnson, C., Kaski, T., Karsten, Y., Alamäki, A. & Stack, S. (2021). The role of salesperson emotional behavior in value proposition co-creation. Journal of Services Marketing, 35(5), 617-633. DOI: https://doi.org/10.1108/JSM-11-2019-0455
]Search in Google Scholar
[
Jutkowitz, A. (2014). The content marketing revolution. Harvard Business Review, 1. Available at https://hbr.org/2014/07/the-content-marketing-revolution
]Search in Google Scholar
[
Kaski, T. A., Hautamaki, P., Pullins, E. B., & Kock, H. (2017). Buyer versus salesperson expectations for an initial B2B sales meeting. Journal of business & industrial mar-keting, 32(1), 46-56. DOI: https://doi.org/10.1108/JBIM-12-2015-0246
]Search in Google Scholar
[
Koponen, J., Julkunena, S. & Asaib, A (2019). Sales communication competence in international B2B solution selling. Industrial Marketing Management, 82, 238-252. DOI: https://doi.org/10.1016/j.indmarman.2019.01.009
]Search in Google Scholar
[
Le Meunier-FitzHugh, K., Baumann, J., Palmer, R., & Wilson, H. (2011). The implications of service-dominant logic and integrated solutions on the sales function. Journal of Marketing Theory and Practice, 19(4), 423-440. DOI: https://doi.org/10.2753/MTP1069-6679190405
]Search in Google Scholar
[
Ledinger, S. & Attila, F. (2022, in print), ‘Evolving success factors in B2B sales: how suc-cessful communication patterns in complex selling environments have changed’, in: Conference proceedings 2020, 6th International Scientific Conference for Doctoral Students and Early-Stage Researchers, University of Applied Science Burgenland.
]Search in Google Scholar
[
Lilien, G. L. (2016). The B2B knowledge gap. International Journal of Research in Marketing, 33(3), 543-556. DOI: https://doi.org/10.1016/j.ijresmar.2016.01.003
]Search in Google Scholar
[
Liu, Y. & Zhao, X. (2021). Successful implementation of value-based selling: a value co-creation and dynamic capabilities perspective. Journal of Business & Industrial Marketing, 36(3), 372-389. DOI: https://doi.org/10.1108/JBIM-05-2020-0240
]Search in Google Scholar
[
Luthia, M., & Strid, J. E. (2020). Communication Skills and Relational Outcomes: The Mediating Impact of Customer Orientation. International Journal of Management, 11(8), 2020, 798-814. http://iaeme.com/Home/issue/IJM?Volume=11&Issue=8
]Search in Google Scholar
[
Lytle, R. S., Hom, P. W., & Mokwa, M. P. (1998). SERV* OR: A managerial measure of organizational service-orientation. Journal of retailing, 74(4), 455-489. DOI: https://doi.org/10.1016/S0022-4359(99)80104-3
]Search in Google Scholar
[
Ohiomah, A., Benyoucef, M., & Andreev, P. (2020). A multidimensional perspective of business-to-business sales success: A meta-analytic review. Industrial Marketing Management, 90, 435-452. DOI: https://doi.org/10.1016/j.indmarman.2020.08.011
]Search in Google Scholar
[
Peñalba-Aguirrezabalaga, C., Sáenz, J., Ritala, P., & Vanhala, M. (2021). Putting knowledge to work: the combined role of marketing and sales employees’ knowledge and motivation to produce superior customer experiences. Journal of Knowledge Management, 25(10), 2484-2505. DOI: https://doi.org/10.1108/JKM-09-2020-0727
]Search in Google Scholar
[
Periatt, J. A., LeMay, S. A., & Periatt, S. C. (2004). The Selling Orientation–Customer Orientation (Soco) Scale: cross-validation of the revised version. Journal of Personal Selling & Sales Management, 24(1), 49-54. DOI: https://doi.org/10.1080/08853134.2004.10749016
]Search in Google Scholar
[
Sampson, S. E. & Froehle, C. M. (2006). Foundations and Implications of a Proposed Unified Services Theory. Production and Operations Management, 15(2), 329-343. DOI: https://doi.org/10.1111/j.1937-5956.2006.tb00248.x
]Search in Google Scholar
[
Saxe, R. & Weitz, B. A. (1982). The SOCO Scale: A Measure of the Customer Orientation of Salespeople. Journal of Marketing Research, 19(3), 343–351. DOI: https://doi.org/10.1177/002224378201900307
]Search in Google Scholar
[
Schwepker, C. H. (2003). Customer-oriented selling: A review, extension, and directions for future research. Journal of Personal Selling & Sales Management, 23(2), 151–71.
]Search in Google Scholar
[
Sharma, A. (1990). The persuasive effect of salesperson credibility: Conceptual and empirical examination. Journal of Personal Selling and Sales Management, 10(4), 71-80.
]Search in Google Scholar
[
Sharma, A., Tzokas, N., Saren, M., & Kyziridis, P. (1999). Antecedents and consequences of relationship marketing: Insights from business service salespeople. Industrial Marketing Management, 28(6), 601-611. DOI: https://doi.org/10.1016/S0019-8501(98)00034-0.
]Search in Google Scholar
[
Spiro, R. L., & Weitz, B. A. (1990). Adaptive selling: Conceptualization, measurement, and nomological validity. Journal of Marketing Research, 27(1), 61–69. DOI: https://doi.org/10.2307/3172551
]Search in Google Scholar
[
Smith, M.F. & Hunt, J.M. (1987). Disconfirmation of expectations: A method for enhancing the effectiveness of customer communications. Journal of Personal Selling & Sales Management, 7(1), 9-20.
]Search in Google Scholar
[
Terho, H., Haas, A., Eggert, A., & Ulaga, W. (2012). ‘It’s almost like taking the sales out of selling’—Towards a conceptualization of value-based selling in business markets. Industrial Marketing Management, 41(1), 174-185. DOI: https://doi.org/10.1016/j.indmarman.2011.11.011
]Search in Google Scholar
[
Thomas, R. W., Soutar, G. & Ryan, M. M. (2001). The Selling Orientation-Customer Orientation (S.O.C.O.) Scale: A Proposed Short Form. The Journal of Personal Selling & Sales Management, 21(1), 63-69. DOI: https://doi.org/10.1080/08853134.2004.10749016
]Search in Google Scholar
[
Töytäri, P., Alejandro, T. B., Parvinen, P., Ollila, I., & Rosendahl, N. (2011). Bridging the theory to application gap in value-based selling. Journal of Business and Industrial Marketing, 26(7), 493-502. DOI: https://doi.org/10.1108/08858621111162299
]Search in Google Scholar
[
Vargo, S. L. & Lusch, R. F. (2004). Evolving to a New Dominant Logic for Marketing. Journal of Marketing, 68(1), 1–17. DOI: https://doi.org/10.1509/jmkg.68.1.1.24036
]Search in Google Scholar
[
Walter, A., & Ritter, T. (2003). The influence of adaptations, trust, and commitment on value-creating functions of customer relationships. Journal of Business & Industrial Marketing, 18(4/5), 353-365 DOI: https://doi.org/10.1108/08858620310480250
]Search in Google Scholar
[
Wright, N. D., Pearce, J. W., & Busbin, J. W. (1997). Linking customer service orientation to competitive performance: Does the marketing concept really work? Journal of Marketing Theory and Practice, 5(4), 23-34. DOI: https://doi.org/10.1080/10696679.1997.11501777
]Search in Google Scholar
[
Zerbini, F., Golfetto, F., & Gibbert, M. (2007). Marketing of competence: Exploring the resource-based content of value-for-customers through a case study analysis. Industrial Marketing Management, 36(6), 784-798. DOI: https://doi.org/10.1016/j.indmarman.2006.06.005
]Search in Google Scholar
