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Organizing for cross-selling: Do it right, or not at all

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  • Homburg, Christian
  • Böhler, Sina
  • Hohenberg, Sebastian

Abstract

This study draws on the structural perspective of organization theory to investigate how firms can organize for cross-selling. Specifically, it analyzes how configurations of organizational structures and steering instruments are associated with cross-selling performance. Results show that mechanistic and organic organizational cross-selling structures should be closely aligned with financial and nonfinancial steering instruments: while the interactions between mechanistic cross-selling structures and non-financial steering instruments are likely to result in high levels of cross-selling performance, organic cross-selling structures should be combined with financial steering via cross-selling incentives. Findings also reveal a U-shaped relationship between cross-selling performance and firm EBITDA. These results suggest that to enhance profits, firms should either organize for very high levels of cross-selling performance or refrain entirely from investing in cross-selling structures or steering instruments.

Suggested Citation

  • Homburg, Christian & Böhler, Sina & Hohenberg, Sebastian, 2020. "Organizing for cross-selling: Do it right, or not at all," International Journal of Research in Marketing, Elsevier, vol. 37(1), pages 56-73.
    • Handle: RePEc:eee:ijrema:v:37:y:2020:i:1:p:56-73
    DOI: 10.1016/j.ijresmar.2019.04.002
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    References listed on IDEAS

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