First, this research addresses whether salespeople generally have greater or lesser strategic significance in more complex markets. Second, this research addresses the role salespeople play in facilitating service-for-service exchange, bringing about institutionalization, and aligning narratives of actors across service ecosystems. This research offers insights into how salespeople should identify and propose solutions to buyers, how salespeople can maintain business, how salesperson performance should be conceptualized, and how salespeople, among other actors, bring about institutionalization.
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