Antecedents and Consequences of Three Selling Strategies in Social Enterprises

• Autor(a) principal: Cavazos-Arroyo, Judith
• Data de Publicação: 2023
• Outros Autores: Puente-Diaz, Rogelio
• Tipo de documento: Artigo
• Idioma: eng
• Título da fonte: Revista Brasileira de Gestão de Negócios (Online)
• Texto Completo: https://rbgn.fecap.br/RBGN/article/view/4210
• topic: Long-term strategic orientation; selling capability; selling strategies; social impact.; Orientação estratégica de longo prazo; capacidade de venda; estratégias de venda; impacto social.

Purpose – This paper analyzed the effect of a long-term strategic orientation and selling capability on three selling strategies, and their effect on the social impact of hybrid social enterprises.Theoretical framework – This study relied on the conceptual effect of a long-term orientation and selling capability on selling strategies, as well as the influence of these on the impact of the social enterprise.Design/methodology/approach – A quantitative and cross-sectional study was conducted. Telephone and online surveys were used to collect data from 100 sales or general managers in Mexican social enterprises. The partial least squares approachand bootstrapping re-sampling method were used to test the nine hypotheses posited.Findings – The results supported seven hypotheses and confirmed that the long-term strategic orientation and selling capability influence the adaptive, customer-oriented and relational selling strategies. Furthermore, of the threeselling strategies studied, only the relational selling strategy increased the impact of the social enterprise.Practical & social implications of research – This research showed that a focus on a long-term strategic orientation and the development of selling capability was mainly articulated with a relational selling strategy in social enterprises thatseek to achieve a better social impact.Originality/value – This research contributed to the advancement of knowledge in the field of social enterprise management, as it deepened the understanding of the long-term strategic orientation and selling capabilities and strategies, as key aspects for the generation of a social impact. This study also provided empirical evidence that the relational selling strategy performed a key role in the social impact of the companies studied.Keywords: Long-term strategic orientation, selling capability, selling strategies, social impact.