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Boundary Work and Customer Connectivity in B2B Front Lines - Abstract


Jagdip Singh (, Case Western University
Detelina Marinova (, University of Missouri-Columbia
Steven Brown (, University of Houston


At organizational frontlines, salespeople are critical to effective connectivity with business customers and offer an inimitable source of competitive advantage and sustained revenue flows. This chapter will aim to bring coherence to the sales management research around boundary role theory, and critically review the theoretical and empirical contributions of this work. Thereafter, we will challenge the premises and predictions of boundary role theory research by considering emerging market realities including customer-driven focus on cocreation and solution selling, competition-driven pressure on value creation and innovation in dynamic markets, and organizational-driven emphasis on sales productivity and interfunctional cooperation. Finally, the chapter will outline a new theory of boundary work in B2B frontlines.

    The Handbook of Business-to-Business Marketing

    This chapter is part of the ISBM Handbook of Business-to-Business Marketing, edited by Professors Gary Lilien and Raj Grewal. The Handbook of Business-to-Business Marketing is available from Edward Elgar Publishing and other online book retailers.

    As the authors retain the copyright to their chapters, only they have the right to use or distribute their chapter. If you would like a copy of this chapter, please contact the author or authors directly through their emails included above.

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