Background and Purpose: Innovativeness and new product commercialization are highly important for companies. Therefore, a deep understanding of the impact of all potentially influential drivers of success is critical. The purpose of the paper is to explore the impact of internal knowledge sharing on new product selling and sales innovativeness as well as the impact of empowerment on internal knowledge sharing and, indirectly, on new product selling and sales innovativeness. Design/Methodology/Approach: The research encompassed 101 salespeople working at the top 1000 value added creators in Croatia. The questionnaire was developed and adapted using four scales, to assess internal knowledge sharing, new product selling, sales innovativeness, and empowerment. The data was analyzed by using the PLS-SEM method to examine the relationships between constructs. Results: As evidenced by the survey results, internal knowledge sharing positively impacts new product selling and sales department’s innovativeness, and empowerment is positively linked to internal knowledge sharing and, indirectly, to new product selling and sales department’s innovativeness. Conclusion: Managers should underpin different activities in order to enhance empowerment and internal knowledge sharing with the aim to affect companies’ performance in commercialization of a new product and sales department’s innovativeness. Future research could include moderator variables between the empowerment construct and the internal knowledge sharing construct and deepen the insight into the type of information shared, the dynamics of sharing and the barriers in the process, and other factors that positively affect knowledge sharing.
Purpose-The purpose of this paper is to investigate the impact of internal marketing and empowerment on new product selling and sales innovativeness. The link between sales innovativeness and new product selling was examined as well. Design/Methodology/Approach-Data was collected through a questionnaire aimed at sales professionals. PLS structural equation modeling was applied to analyze the data. Findings and implications-The results show that internal marketing (IM) and empowerment positively aff ect new product selling and sales innovativeness. No link was found between sales innovativeness and new product selling. The current study highlights new relationships among diff erent constructs (e.g. internal marketing, empowerment, new product selling, and innovativeness) in the sales context. Due to the above-mentioned linkages, top management, as well as sales and new product development managers can plan internal marketing activities and empower their salesforce to achieve better new product commercialization and enhance their innovativeness. Sažetak Svrha-Cilj je rada istražiti utjecaj internog marketinga i osnaživanja na prodaju novog proizvoda i prodajnu inovativnost. Isto tako, istražuje se i veza između prodajne inovativnosti i prodaje novog proizvoda. Metodološki pristup-Podatci su prikupljeni anketnim upitnikom namijenjenim prodajnim profesionalcima. Podatci su analizirani korištenjem PLS modeliranja strukturnih jednadžbi. Rezultati i implikacije-Rezultati pokazuju da interni marketing (IM) i osnaživanje pozitivno utječu na prodaju novog proizvoda i prodajnu inovativnost. Veza između prodajne inovativnosti i prodaje novog proizvoda nije dokazana. Istraživanje upućuje na odnose među različitim konstruktima (interni marketing, osnaživanje, prodaja novog proizvoda, inovativnost) u području prodaje. Temeljem gore navedenih odnosa, vrhovni prodajni i menadžeri za razvoj novog proizvoda mogu planirati aktivnosti internog marketinga te osnažiti prodajnu silu kako bi na kraju poboljšali komercijalizaciju novog proizvoda i potaknuli svoju inovativnost.
The paper is based on the assumption that the participants in an exchange process can positively influence many aspects of their own businesses, if they master the knowledge and skills in the field of business negotiation. The aim of the paper is to contribute to the knowledge of the specific characteristics of negotiation in the corporate banking market and of the impact of individual sources of negotiation power on the agreed terms of exchange between the banking customer and the bank. The conducted research has shown that banking customers can directly influence the terms of exchange in the corporate banking market. Furthermore, the research has shown the influence that the individual sources of negotiation power have on the achievement of more favourable terms of exchange for corporate banking customers. Implications of the conducted research are multiple. For instance, the results of the research provide guidelines to corporate banking customers as to how to develop an effective negotiation strategy in the corporate banking market, thus helping them to ach ieve higher business competitiveness.
U suvremenom, na znanju baziranom gospodarstvu, zaposlenici igraju iznimno važnu ulogu te mogu pridonijeti postizanju konkurentske prednosti. Upravo iz navedenih razloga poduzeća nastoje privući kvalitetne, vješte i znanjem oboružane zaposlenike te istovremeno potaknuti predanost kod postojećih. U tom se naporu sve više koriste marketinške tehnike i pristupi koji se temelje na poznavanju želja i potreba zaposlenika i potencijalnih zaposlenika. Provedeno istraživanje imalo je za cilj utvrditi važnost pojedinih faktora atraktivnosti poslodavaca u očima budućih posloprimaca i to u specifičnostima hrvatske nacionalne kulture. Povrh toga, istraživanjem se ukazalo na odnose i veze među pojedinim faktorima atraktivnosti te su prepoznate percepcije ispitanika prema obilježjima posla. Istraživanje je provedeno na uzorku od 72 ispitanika. Radi utvrđivanja međuovisnosti između pojedinih varijabli izračunat je Pearsonov koeficijent korelacije. Kako bi se bolje objasnile percepcije mladih prema obilježjima posla provedena je eksplorativna faktorska analiza. Provedenim istraživanjem prepoznati su najvažniji te najmanje važni faktori atraktivnosti, prepoznate su signifikantne razlike prema spolu, te veze među pojedinim varijablama. Povrh toga, istraživanjem su prepoznata tri faktora atraktivnosti, a to su sadržajna atraktivnost radnog mjesta, materijalni uvjeti rada te sloboda u obavljanju posla. Doprinos ovoga rada sagledava se u prepoznavanju veza među pojedinim varijablama ali i prepoznavanjem faktora atraktivnosti radnog mjesta u specifičnostima Republike Hrvatske te kod mlađe generacije koja ulazi na tržište rada. Sve navedeno može pomoći praktičarima osobito menadžerima marketinga i menadžerima ljudskih resursa u oblikovanju atraktivnih radnih okolina, sa dimenzijama koje će predstavljat adekvatan odgovor na potrebe korisnika.
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