Listening to Unheard Voices: Exploring Salespeople’s Perspective on The Value of Corporate Heritage

Journal article


Al-Amad, A., Ali, S. and Haddad, H 2023. Listening to Unheard Voices: Exploring Salespeople’s Perspective on The Value of Corporate Heritage. Qualitative Market Research: an International Journal. pp. 1-44. https://doi.org/10.1108/QMR-03-2023-0036
AuthorsAl-Amad, A., Ali, S. and Haddad, H
Abstract

Purpose
This study aims to examine salespeople’s perspectives on the value of corporate heritage to relationship selling and the issue of trust in personal selling situations in the context of emerging markets.

Design/methodology/approach
An interpretive approach was adopted, and 16 semi-structured interviews were conducted with senior salespeople in heritage institutions operating in Jordan.

Findings
This study reveals that corporate heritage is a valuable organizational resource for relationship selling. Reflecting the values of “trust” and “affinity,” corporate heritage confers trust to salespeople and their products in personal selling situations. Sales managers are advised to use corporate heritage to strengthen sales activities and empower salespeople.

Originality/value
While previous research has explained the significance of corporate heritage to relationship marketing, the significance of corporate heritage to relationship selling and the issue of trust in personal selling situations remain unexplored. Jordan represents a context that has been largely neglected despite being typical of the corporate heritage phenomenon.

KeywordsCorporate heritage; Personal selling; Salespeople; Relationship selling; Emerging markets; Jordan
Year2023
JournalQualitative Market Research: an International Journal
Journal citationpp. 1-44
PublisherEmerald Publishing
ISSN1352-2752
Digital Object Identifier (DOI)https://doi.org/10.1108/QMR-03-2023-0036
Web address (URL)https://www.emerald.com/insight/content/doi/10.1108/QMR-03-2023-0036/full/html
Accepted author manuscript
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Open
Publisher's version
File Access Level
Restricted
Output statusPublished
Publication dates
Online01 Dec 2023
Publication process dates
Accepted2023
Deposited04 Dec 2023
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