Organizing for cross-selling: Do it right, or not at all

Homburg, Christian ; Böhler, Sina ; Hohenberg, Sebastian

Document Type: Article
Year of publication: 2020
The title of a journal, publication series: International Journal of Research in Marketing : IJRM
Volume: 37
Issue number: 1
Page range: 56-73
Place of publication: Amsterdam
Publishing house: Elsevier
ISSN: 0167-8116
Publication language: English
Institution: Business School > Business-to-Business Marketing, Sales & Pricing (Homburg 1998-)
Subject: 650 Management
Abstract: 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.

Dieser Eintrag ist Teil der Universitätsbibliographie.

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