Performance Impact of Selling and Customer Orientation:Literature Review

Seminar paper from the year 2019 in the subject Business economics - General, grade: 1,0, language: English, abstract: In this paper, the relationship between SOCO and performance will be examined. In addition, also other influences and mediators such as selling skills, job engagement and adaptive selling will be discussed. Therefore, the research question is as follows: What is the performance impact of selling and customer orientation? In the course of globalization, immense economic growth and new communication technologies, companies are more and more challenged when it comes to the acquisition of customers. Especially, the developments in the communication technology made it a requirement to be present in multiple marketplaces also in foreign countries which raises the question which sales strategies are particularly effective. As sales are the backbone of almost every company and a first estimator of firm performance and profitability, it has major practical implications for managers. There have been many suggestions regarding the benefits of conducting business in a customer-centered fashion. Indeed, in recent years, customer orientation has been the preferred way of handling customers in order to secure orders and elevate customer satisfaction.