Ambidestreza del vendedor, capacidades de la empresa y co-creación de valor: ¿factores clave en el comportamiento innovador en servicio de los vendedores?
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Publicado
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
Resumen
Este estudio examina cómo la capacidad de innovación y la capacidad de marketing de una empresa, junto con la ambidestreza de los vendedores en ventas y servicio, influyen en la co-creación de valor con los clientes, y cómo esta co-creación y las dimensiones de la ambidestreza impactan directamente en el comportamiento innovador en servicio de los vendedores. El trabajo contribuye a la literatura de ventas abordando aspectos relativamente inexplorados hasta la fecha. Se desarrolla un estudio cuantitativo utilizando una muestra de 91 vendedores de Reino Unido y USA, que abarcan tanto el mercado de consumo (B2C) como industrial (B2B), lo que proporciona una perspectiva diversa. Utilizando la metodología PLS-SEM, los hallazgos revelan que (a) la co-creación de valor, impulsada por las capacidades de innovación y marketing de la empresa, afecta positivamente el comportamiento innovador en servicios de los vendedores, y (b) el desarrollo de habilidades ambidiestras de ventas y servicio entre los empleados de primera línea también fomenta comportamientos innovadores en el equipo de ventas. Basada en la lógica del servicio dominante, esta investigación proporciona nuevos conocimientos sobre la co-creación de valor como motor del comportamiento innovador en servicio de los vendedores y amplía investigaciones previas al considerar la ambidestreza en ventas y servicio como un factor clave para impulsar este comportamiento innovador. Estos hallazgos destacan la necesidad de co-crear valor con los clientes y mejorar las competencias individuales de los vendedores para impulsar su comportamiento innovador en servicio dentro del actual contexto de mercado competitivo y en constante evolución.
Cómo citar
Badenas-Boldó, . M., Berenguer-Contri, G., & Gil-Saura, . I. (2025). Ambidestreza del vendedor, capacidades de la empresa y co-creación de valor: ¿factores clave en el comportamiento innovador en servicio de los vendedores?. Cuadernos De Gestión, 25(1), 7–18. https://doi.org/10.5295/cdg.242260gb
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Keywords
Comportamiento Innovador en Servicio de los Vendedores, Capacidad de Marketing, Capacidad de Innovación, Co-creación de Valor, Ambidestreza de Venta y Sevicio
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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
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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
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