Listening to unheard voices: exploring salespeople’s perspectives on the value of corporate heritage
ISSN: 1352-2752
Article publication date: 1 December 2023
Issue publication date: 5 January 2024
Abstract
Purpose
This study aims to examine salespeople’s perspectives on the value of corporate heritage to relationship selling and the issue of trust in personal selling situations in the context of emerging markets.
Design/methodology/approach
An interpretive approach was adopted, and 16 semi-structured interviews were conducted with senior salespeople in heritage institutions operating in Jordan.
Findings
This study reveals that corporate heritage is a valuable organizational resource for relationship selling. Reflecting the values of “trust” and “affinity,” corporate heritage confers trust to salespeople and their products in personal selling situations. Sales managers are advised to use corporate heritage to strengthen sales activities and empower salespeople.
Originality/value
While previous research has explained the significance of corporate heritage to relationship marketing, the significance of corporate heritage to relationship selling and the issue of trust in personal selling situations remain unexplored. Jordan represents a context that has been largely neglected despite being typical of the corporate heritage phenomenon.
Keywords
Acknowledgements
This work was supported by the Scientific Research and Graduate Studies Deanship at Yarmouk University, Irbid, Jordan, under grant BD/119/12/1392/.
On behalf of all authors, the corresponding author states that there is no conflict of interest.
Citation
Al-Amad, A.H., Ali, S. and Al-Haddad, H.B. (2024), "Listening to unheard voices: exploring salespeople’s perspectives on the value of corporate heritage", Qualitative Market Research, Vol. 27 No. 1, pp. 83-107. https://doi.org/10.1108/QMR-03-2023-0036
Publisher
:Emerald Publishing Limited
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