When Sales Becomes Service: The Evolution of the Professional Selling Role and an Organic Model of Frontline Ambidexterity

Authors

Douglas E. Hughes, University of South FloridaFollow
Jessica Ogilvie, Marquette UniversityFollow

Document Type

Article

Language

eng

Publication Date

2-1-2020

Publisher

SAGE Publications

Source Publication

Journal of Service Research

Source ISSN

1094-6705

Abstract

Building on new theoretical foundations in the professional selling domain, growing bodies of research on frontline ambidexterity, and an increasingly demanding and dynamic frontline role, this article advances frontline ambidexterity through three focal goals. We first provide an in-depth discussion of the evolution of the professional selling role. This foundation allows us to identify and explore the implications of a market-driven model of ambidexterity that can manifest organically within certain professional selling contexts. In so doing, we espouse a new model of individual-level ambidexterity—organic frontline ambidexterity. Next, we discern existing models of frontline ambidexterity (characterized as inorganic) and compare these to the organic model proposed. Finally, we provide an organizational framework of frontline ambidexterity enablement to provide context for organizations to best align and enable ambidexterity as a dynamic capability. We provide corresponding research questions in an effort to aid in the systematic expansion of frontline ambidexterity research.

Comments

Accepted version. Journal of Service Research, Vol. 23, No. 1 (February 1, 2020): 22-32. DOI. © 2020 SAGE Publications. Used with permission.

Recommended Citation

Hughes, Douglas E. and Ogilvie, Jessica, "When Sales Becomes Service: The Evolution of the Professional Selling Role and an Organic Model of Frontline Ambidexterity" (2020). Marketing Faculty Research and Publications. 282.
https://epublications.marquette.edu/market_fac/282