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Can New Product Selling and Innovation in Sales Be Improved by Using Internal Marketing and Empowerment?

Author

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  • Erik Ružić

    (Juraj Dobrila University of Pula)

  • Dragan Benazić

    (Juraj Dobrila University of Pula)

Abstract

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 affect new product selling and sales innovativeness. No link was found between sales innovativeness and new product selling. The current study highlights new relationships among different 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.Limitations – The current study has few limitations. Due to the survey sample size, it was not tested for unobserved heterogeneity. With regard to the link between sales innovativeness and new product selling, it is recommended to include moderator and mediator variables. Other antecedents of new product selling and sales innovativeness should be investigated as well. Originality – The paper identifies the relationships among constructs in the sales context which, to the best of the authors’ knowledge, have not been subject of previous research and have received limited attention in the literature.

Suggested Citation

  • Erik Ružić & Dragan Benazić, 2018. "Can New Product Selling and Innovation in Sales Be Improved by Using Internal Marketing and Empowerment?," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 30(1), pages 61-75.
    • Handle: RePEc:zag:market:v:30:y:2018:i:1:p:61-75
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    References listed on IDEAS

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    1. Rajagopal, 2014. "The Human Factors," Palgrave Macmillan Books, in: Architecting Enterprise, chapter 9, pages 225-249, Palgrave Macmillan.
    2. Necmi K. Avkiran & Christian M. Ringle (ed.), 2018. "Partial Least Squares Structural Equation Modeling," International Series in Operations Research and Management Science, Springer, number 978-3-319-71691-6, December.
    3. Clay M. Voorhees & Michael K. Brady & Roger Calantone & Edward Ramirez, 2016. "Discriminant validity testing in marketing: an analysis, causes for concern, and proposed remedies," Journal of the Academy of Marketing Science, Springer, vol. 44(1), pages 119-134, January.
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    Cited by:

    1. Kristina Črnjar & Jasmina Dlačić & Borut Milfelner, 2020. "Analysing the Relationship Between Hotels’ Internal Marketing and Employee Engagement Dimensions," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 32(SI), pages 49-65.

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