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      Antecedents and Consequences of Three Selling Strategies in Social Enterprises

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          Abstract

          Abstract Purpose This paper analyzed the effect of a long-term strategic orientation and selling capability on three selling strategies, and their effect on the social impact of hybrid social enterprises. Theoretical framework This study relied on the conceptual effect of a long-term orientation and selling capability on selling strategies, as well as the influence of these on the impact of the social enterprise. Design/methodology/approach A quantitative and cross-sectional study was conducted. Telephone and online surveys were used to collect data from 100 sales or general managers in Mexican social enterprises. The partial least squares approach and bootstrapping re-sampling method were used to test the nine hypotheses posited. Findings The results supported seven hypotheses and confirmed that the long-term strategic orientation and selling capability influence the adaptive, customer-oriented and relational selling strategies. Furthermore, of the three selling strategies studied, only the relational selling strategy increased the impact of the social enterprise. Practical & social implications of research This research showed that a focus on a long-term strategic orientation and the development of selling capability was mainly articulated with a relational selling strategy in social enterprises that seek to achieve a better social impact. Originality/value This research contributed to the advancement of knowledge in the field of social enterprise management, as it deepened the understanding of the long-term strategic orientation and selling capabilities and strategies, as key aspects for the generation of a social impact. This study also provided empirical evidence that the relational selling strategy performed a key role in the social impact of the companies studied.

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          Most cited references94

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          Dynamic capabilities and strategic management

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            Explicating dynamic capabilities: the nature and microfoundations of (sustainable) enterprise performance

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              Market Orientation: The Construct, Research Propositions, and Managerial Implications

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                Author and article information

                Journal
                rbgn
                Revista Brasileira de Gestão de Negócios
                Rev. bras. gest. neg.
                Fundação Escola de Comércio Álvares Penteado (São Paulo, SP, Brazil )
                1806-4892
                1983-0807
                January 2023
                : 25
                : 1
                : 2-17
                Affiliations
                [02] Huixquilucan State of Mexico orgnameUniversidad Anahuac México Norte orgdiv1Faculty of Economics and Business Mexico
                [01] Puebla Puebla orgnamePopular Autonomous University of the State of Puebla orgdiv1Science Departments Economic-Administrative Mexico
                Article
                S1806-48922023000100002 S1806-4892(23)02500100002
                10.7819/rbgn.v25i1.4210
                8fa15dac-0b52-4cc9-980a-4e216c5a4e5a

                This work is licensed under a Creative Commons Attribution 4.0 International License.

                History
                : 29 June 2022
                : 30 December 2022
                Page count
                Figures: 0, Tables: 0, Equations: 0, References: 95, Pages: 16
                Product

                SciELO Brazil

                Categories
                Articles

                Long-term strategic orientation,selling strategies,social impact,selling capability

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