Salesperson ambidexterity, firm capabilities, and value co-creation: Key factors in salespeople’s innovative service behavior?
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Published
21-03-2025
María Badenas-Boldó
Gloria Berenguer-Contri
Irene Gil-Saura
https://orcid.org/0009-0003-5261-3706
Gloria Berenguer-Contri
Irene Gil-Saura
Abstract
This study examines how a firm’s innovation capability and marketing capability, as well as salespeople’s ambidexterity in sales and service, influence value co-creation with customers and how this co-creation and ambidexterity directly impact innovative service behavior in salespeople. The paper contributes to the literature by addressing certain aspects that have been relatively unexplored to date. A quantitative study is carried out using a sample consists of 91 sales professionals from the United Kingdom and the United States of America, spanning both consumer (B2C) and industrial market (B2B) salespeople, providing a diverse perspective. Using partial least squares (PLS-SEM) methodology, the findings reveal that (a) value co-creation, driven by the firm’s innovation capability and marketing capability, positively affects salespeople’s innovative service behavior, and (b) the development of ambidextrous sales and service skills among frontline employees also fosters innovative behaviors in service in the sales team. Based on service-dominant logic, this research provides novel insights into how value co-creation serves as a driver of innovative service behavior in salespeople. It further extends previous research by considering sales and service ambidexterity as a key factor in driving this innovative behavior. These findings highlight the need to co-create value with customers and enhance salespeople’s individual competencies to drive their innovative behavior in service within the current competitive and evolving market context.
How to Cite
Badenas-Boldó, . M., Berenguer-Contri, G., & Gil-Saura, . I. (2025). Salesperson ambidexterity, firm capabilities, and value co-creation: Key factors in salespeople’s innovative service behavior?. Cuadernos De Gestión, 25(1), 7–18. https://doi.org/10.5295/cdg.242260gb
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Keywords
Salespeople’s Innovative Service Behavior, Marketing Capability, Innovation Capability, Value Co-creation, Sales-Service Ambidexterity
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Alqhaiwi, Z.O., Koburtay, T. & Karatepe, O.M. (2023). Linking person–job fit and intrinsic motivation to salespeople’s service innovative behavior. Journal of Services Marketing, 37(9), 1186-1200. https://doi.org/10.1108/JSM-04-2023-0154
Alzghoul, A., Khaddam, A. A., Alshaar, Q., & Irtaimeh, H. J. (2024). Impact of knowledge‐oriented leadership on innovative behavior, and employee satisfaction: The mediating role of knowledge‐centered culture for sustainable workplace. Business Strategy & Development, 7(1), e304. https://doi.org/10.1002/bsd2.304
Amyx, D., Bhuian, S.N., & Shows, G.D. (2016). Customer-salespeople relationship: Influence of salespeople entrepre-neurial behaviours. Marketing Intelligence & Planning, 34(5), 586-604. https://doi.org/10.1108/MIP-09-2015-0170
Andrés, M. R., Broncano, S. G., & Monsalve, J. N. M. (2015). Could innovative teams provide the necessary flexibility to compete in the current context? Cuadernos de Gestión, 15(1), 145-163. https://doi.org/10.5295/cdg.130446mr
Bahadir, S. C., Bharadwaj, S. G., & Srivastava, R. K. (2008). Financial Value of Brands in Mergers and Acquisitions: Is Value in the Eye of the Beholder? Journal of Marketing, 72(6), 49-64. https://doi.org/10.1509/jmkg.72.6.049
Bani-Melhem, S., Zeffane, R., & Albaity, M. (2018). Determinants of employees’ innovative behavior. International Journal of Contemporary Hospitality Management, 30(3), 1601-1620. https://doi.org/10.1108/IJCHM-02-2017-0079
Barile, S., & Polese, F. (2010). Linking the viable system and many‐to‐many network approaches to service‐dominant logic and service science. International Journal of Quality and Service Sciences, 2(1), 23-42. https://doi.org/10.1108/17566691011026586
Batt-Rawden, V. H., Lien, G., & Slåtten, T. (2019). Team learning capability–an instrument for innovation ambidexter-ity?. International Journal of Quality and Service Sciences, 11(4), 473-486. https://doi.org/10.1108/IJQSS-02-2019-0026
Berenguer-Contrí, G., G. Gallarza, M., Ruiz-Molina, M. E., & Gil-Saura, I. (2020). Value co-creation in B-to-B environments. Journal of Business & Industrial Marketing, 35(7), 1251-1271. https://doi.org/10.1108/JBIM-01-2019-0061
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Calantone, R. J., Cavusgil, S. T., & Zhao, Y. (2002). Learning orientation, firm innovation capability, and firm perform-ance. Industrial marketing management, 31(6), 515-524. https://doi.org/10.1016/S0019-8501(01)00203-6
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