Roberta J. Schultz

Technological teaming as a marketing strategy

Abstract The use of information technology offers industrial marketers considerable potential for cultivating strategic advantages. This article investigates the concept of “technological teaming,” where information technology is coupled with an emerging marketplace strategy, marketing teams. The managerial implications for industrial marketers adopting this approach are also presented.

Intercultural Interaction Strategies and Relationship Selling in Industrial Markets

Abstract The academic literature has convincingly noted the growing importance and impact that corporate culture has on the behavior of firms. Correspondingly, industrial sellers are increasingly relying on relationship selling as a key marketing strategy. In conjunction with these two issues, this article demonstrates how capitalizing on an effective understanding of the buyers corporate culture can be used by sellers to achieve a competitive advantage in developing and maintaining long-term buyer–seller relationships. The implications of this approach are also discussed.

Examining the Process by Which Salespeople Determine Buying Firm’s Corporate Culture

The designation of a ‘culture’ to an organization is a relatively recent phenomenon. From the organizational culture craze of the early 1980’s, the concept has gone from fad to management tool. This article extends the application of this concept into the marketing discipline by proposing relationships between the buyer’s corporate culture and the industrial salesperson’s job performance and satisfaction. The process of acquiring relevant cultural information is explored through a proposed salesperson enculturation curve. Managerial and research implications are advanced.