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Organizing for cross-selling: Do it right, or not at all
Homburg, Christian
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Böhler, Sina
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Hohenberg, Sebastian
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DOI:
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https://doi.org/10.1016/j.ijresmar.2019.04.002
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URL:
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https://www.sciencedirect.com/science/article/abs/...
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Dokumenttyp:
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Zeitschriftenartikel
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Erscheinungsjahr:
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2020
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Titel einer Zeitschrift oder einer Reihe:
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International Journal of Research in Marketing : IJRM
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Band/Volume:
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37
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Heft/Issue:
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1
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Seitenbereich:
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56-73
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Ort der Veröffentlichung:
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Amsterdam
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Verlag:
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Elsevier
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ISSN:
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0167-8116
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Sprache der Veröffentlichung:
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Englisch
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Einrichtung:
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Fakultät für Betriebswirtschaftslehre > Business-to-Business Marketing, Sales & Pricing (Homburg 1998-)
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Fachgebiet:
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650 Management
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Abstract:
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This study draws on the structural perspective of organization theory to investigate how firms can organize for cross-selling. Specifically, it analyzes how configurations of organizational structures and steering instruments are associated with cross-selling performance. Results show that mechanistic and organic organizational cross-selling structures should be closely aligned with financial and nonfinancial steering instruments: while the interactions between mechanistic cross-selling structures and non-financial steering instruments are likely to result in high levels of cross-selling performance, organic cross-selling structures should be combined with financial steering via cross-selling incentives. Findings also reveal a U-shaped relationship between cross-selling performance and firm EBITDA. These results suggest that to enhance profits, firms should either organize for very high levels of cross-selling performance or refrain entirely from investing in cross-selling structures or steering instruments.
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 | Dieser Eintrag ist Teil der Universitätsbibliographie. |
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