Salesperson Dual Agency in Price Negotiations

When should business-to-business firms encourage their salespeople to advocate for the customer in pricing negotiations? This research extends dual agency theory to the sales domain to address this question. In Study 1, the authors examine discount negotiations with secondary data from a major U.S....

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Veröffentlicht in:	Journal of marketing 2021-03, Vol.85 (2), p.89-109
Hauptverfasser:	Lawrence, Justin M., Scheer, Lisa K., Crecelius, Andrew T., Lam, Son K.
Format:	Artikel
Sprache:	eng
Schlagworte:	Advocacy Agency theory Business to business commerce Negotiations Sales management
Online-Zugang:	Volltext
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