From products to solutions: the role of salesperson opportunity recognition

摘要

Purpose - This paper seeks to define a new construct, salesperson opportunity recognition, whichrncontributes to solutions selling effectiveness and efficiency.rnDesign/methodology/approach - A framework for the composition of salesperson opportunityrnrecognition as well as antecedents and outcomes is constructed from an analysis and synthesis of thernextant literature on entrepreneurial cognition and creativity.rnFindings - The paper identifies salesperson opportunity recognition as a distinct, multi-dimensionalrnconstruct that mediates the relationship between key organizational variables and solutions sellingrnoutcomes.rnResearch limitations/implications - The paper is conceptual and requires empiricalrndevelopment.rnOriginality/value - This paper describes key cognitive processes necessary for salespeople tornsucceed in today's solutions-oriented, customer-centric environment. The discussion should help salesrnscholars embark on new research into salesperson cognition.