The transformation of selling for value co-creation: Antecedents and boundary conditions
基于48位销售专家的定性研究，从服务生态系统视角揭示销售转型为价值共创的驱动因素，包括销售人员混合化、数字生态系统赋能两个前因，以及多主体整合与加速两个边界条件，对管理者有实践指导。
The selling practice is facing an unprecedented process of change that is redefining the logic of value co-creation and disrupting the nature of B2B relationships across several industries. This phenomenon is well-known in managerial practice but under-investigated at a theoretical level. Sales literature aligns on acknowledging that selling and value co-creation unfold within broader service ecosystems. However, the changes occurring in sales have been predominantly studied by focusing on the single elements affecting them. Based on a qualitative study of 48 sales experts, this research draws on the service ecosystem theory to offer a holistic perspective of the factors driving the transformation of selling for value co-creation. The proposal from the study is that value co-creation through selling is a systemic and multi-actor phenomenon, including two antecedents: Hybridization of salespeople and Digital ecosystem empowerment, two boundary conditions: Multi-actor integration and Acceleration, and 23 sub-dimensions driving change in selling. The study also provides guidance for managerial practices, which is crucial due to the high failure rate of attempts at transforming sales.