Emerging tensions in selling sustainable solutions: a future research agenda
In this article, we examine how the transition to selling sustainable solutions creates tensions within the sales organization and across associated organizations, including suppliers and customers. Specifically, we examine the existing literature that has focused on how tensions arise within an org...
محفوظ في:
| المؤلف الرئيسي: | |
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| مؤلفون آخرون: | , , , , |
| التنسيق: | article |
| منشور في: |
2025
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| الوصول للمادة أونلاين: | http://hdl.handle.net/10725/17747 https://doi.org/10.1080/08853134.2025.2608588 http://libraries.lau.edu.lb/research/laur/terms-of-use/articles.php https://www.tandfonline.com/doi/full/10.1080/08853134.2025.2608588 |
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| الملخص: | In this article, we examine how the transition to selling sustainable solutions creates tensions within the sales organization and across associated organizations, including suppliers and customers. Specifically, we examine the existing literature that has focused on how tensions arise within an organization during times of change and use this lens to identify potential challenges facing the sales function when tasked with selling sustainable solutions. We analyze how tensions manifest within the sales function (vertical tensions) and between sales and other departments, as well as between suppliers and buyers (horizontal tensions). The article demonstrates that sustainability tensions, unlike other literature streams, are an underexplored topic in the B2B sales literature, presenting avenues for future research. Building on a review of the literature on sustainability in other disciplines, we develop a research agenda that can inform future sales research on selling sustainable solutions. The identified set of research questions was evaluated by 40 academics and 30 business professionals from around the world, and a prioritized set of research questions relevant to both academic and practitioner audiences is presented. We discuss the theoretical implications of our research and offer some implications for practitioners. |
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