Working Papers

Changing perspectives on professional selling: How buyers and sellers perceive each other’s role premium
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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