Working Papers
20.4.2018
This article deals with value creation through the integration of sales and marketing in business-to-business sales. With research funding from the Finnish Funding Agency for Technology and Innovation (TEKES), five companies and four research institutions formed the DIVA project. The project sought to understand and support the business-to-business customer’s journey through the purchasing process, to […]
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23.11.2017
Changing perspectives on professional selling: How buyers and sellers perceive each other’s role
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The Academy has widely recognized dramatic changes in the field of professional selling over the past decade. Sales approaches evolved from an early transactional sales process, then to need satisfaction and relationship selling models, and most recently to a more complex collaborative and value co-creating sales process (Borg & Young 2014, Haas et al. 2012; […]
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