IDEAS home Printed from https://ideas.repec.org/a/zag/market/v30y2018i1p61-75.html
   My bibliography  Save this article

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

Author

Listed:
  • 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
    as

    Download full text from publisher

    File URL: https://hrcak.srce.hr/file/296930
    Download Restriction: None
    ---><---

    References listed on IDEAS

    as
    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, April.
    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.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    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.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Chatterjee, Sheshadri & Chaudhuri, Ranjan & Vrontis, Demetris, 2022. "Managing knowledge in Indian Organizations: An empirical investigation to examine the moderating role of jugaad," Journal of Business Research, Elsevier, vol. 141(C), pages 26-39.
    2. Cheah, Jun-Hwa & Lim, Xin-Jean & Ting, Hiram & Liu, Yide & Quach, Sara, 2022. "Are privacy concerns still relevant? Revisiting consumer behaviour in omnichannel retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    3. Sarstedt, Marko & Hair, Joseph F. & Cheah, Jun-Hwa & Becker, Jan-Michael & Ringle, Christian M., 2019. "How to specify, estimate, and validate higher-order constructs in PLS-SEM," Australasian marketing journal, Elsevier, vol. 27(3), pages 197-211.
    4. Jun-Hwa Cheah & Hiram Ting & T. Ramayah & Mumtaz Ali Memon & Tat-Huei Cham & Enrico Ciavolino, 2019. "A comparison of five reflective–formative estimation approaches: reconsideration and recommendations for tourism research," Quality & Quantity: International Journal of Methodology, Springer, vol. 53(3), pages 1421-1458, May.
    5. Seles, Bruno Michel Roman Pais & Lopes de Sousa Jabbour, Ana Beatriz & Jabbour, Charbel Jose Chiappetta & Latan, Hengky & Roubaud, David, 2019. "Do Environmental Practices Improve Business Performance Even in an Economic Crisis? Extending the Win-Win Perspective," Ecological Economics, Elsevier, vol. 163(C), pages 189-204.
    6. Sheshadri Chatterjee & Kalyan Kumar Bhattacharjee & Chia-Wen Tsai & Amit Kumar Agrawal, 2021. "Impact of peer influence and government support for successful adoption of technology for vocational education: A quantitative study using PLS-SEM technique," Quality & Quantity: International Journal of Methodology, Springer, vol. 55(6), pages 2041-2064, December.
    7. Chatterjee, Sheshadri & Chaudhuri, Ranjan & Vrontis, Demetris & Jabeen, Fauzia, 2022. "Digital transformation of organization using AI-CRM: From microfoundational perspective with leadership support," Journal of Business Research, Elsevier, vol. 153(C), pages 46-58.
    8. Siew Chin Wong & Jia Ying Lim & Chui Seong Lim & Kay Tze Hong, 2019. "An Empirical Study on Career Choices Among Undergraduates: A PLS-SEM Hierarchical Component Model (HCM) Approach," International Journal of Human Resource Studies, Macrothink Institute, vol. 9(2), pages 276-298, December.
    9. Anca-Maria Clipa & Cătălin-Ioan Clipa & Magdalena Danileț & Andreia Gabriela Andrei, 2019. "Enhancing Sustainable Employment Relationships: An Empirical Investigation of the Influence of Trust in Employer and Subjective Value in Employment Contract Negotiations," Sustainability, MDPI, vol. 11(18), pages 1-16, September.
    10. Chatterjee, Sheshadri & Chaudhuri, Ranjan & Vrontis, Demetris, 2022. "AI and digitalization in relationship management: Impact of adopting AI-embedded CRM system," Journal of Business Research, Elsevier, vol. 150(C), pages 437-450.
    11. Hair, Joseph F. & Astrachan, Claudia Binz & Moisescu, Ovidiu I. & Radomir, Lăcrămioara & Sarstedt, Marko & Vaithilingam, Santha & Ringle, Christian M., 2021. "Executing and interpreting applications of PLS-SEM: Updates for family business researchers," Journal of Family Business Strategy, Elsevier, vol. 12(3).
    12. Dalal Bamufleh & Amani Saud Alshamari & Asrar Saud Alsobhi & Hanan Hisham Ezzi & Waad Sultan Alruhaili, 2021. "Exploring Public Attitudes toward E-Government Health Applications Used During the COVID-19 Pandemic: Evidence from Saudi Arabia," Computer and Information Science, Canadian Center of Science and Education, vol. 14(3), pages 1-1, August.
    13. Chatterjee, Sheshadri & Chaudhuri, Ranjan & Vrontis, Demetris, 2022. "Examining the role of cross-cultural factors in the international market on customer engagement and purchase intention," Journal of International Management, Elsevier, vol. 28(3).
    14. Caputo, Andrea & Ayoko, Oluremi B. & Amoo, Nii & Menke, Charlott, 2019. "The relationship between cultural values, cultural intelligence and negotiation styles," Journal of Business Research, Elsevier, vol. 99(C), pages 23-36.
    15. Rahman, Shaikh Moksadur, 2020. "Relationship between Job Satisfaction and Turnover Intention: Evidence from Bangladesh," Asian Business Review, Asian Business Consortium, vol. 10(2), pages 99-108.
    16. Wang Kai, 2019. "Towards a Taxonomy of Idea Generation Techniques," Foundations of Management, Sciendo, vol. 11(1), pages 65-80, January.
    17. Danilo Soares‐Silva & Gustavo Hermínio Salati Marcondes de Moraes & Alexandre Cappellozza & Cristiano Morini, 2020. "Explaining library user loyalty through perceived service quality: What is wrong?," Journal of the Association for Information Science & Technology, Association for Information Science & Technology, vol. 71(8), pages 954-967, August.
    18. Bridgelall, Raj & Stubbing, Edward, 2021. "Forecasting the effects of autonomous vehicles on land use," Technological Forecasting and Social Change, Elsevier, vol. 163(C).
    19. Al-Baraa Abdulrahman Al-Mekhlafi & Ahmad Shahrul Nizam Isha & Nicholas Chileshe & Mohammed Abdulrab & Anwar Ameen Hezam Saeed & Ahmed Farouk Kineber, 2021. "Modelling the Relationship between the Nature of Work Factors and Driving Performance Mediating by Role of Fatigue," IJERPH, MDPI, vol. 18(13), pages 1-17, June.
    20. Bevilacqua, Maurizio & Ciarapica, Filippo Emanuele, 2018. "Human factor risk management in the process industry: A case study," Reliability Engineering and System Safety, Elsevier, vol. 169(C), pages 149-159.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:zag:market:v:30:y:2018:i:1:p:61-75. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Tanja Komarac (email available below). General contact details of provider: https://edirc.repec.org/data/fefzghr.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.