The Enhancing Impact of Friendship Networks on Sales Managers' Performance

AutorDanny Pimentel Claro - Sílvio Abrahão Laban Neto - Priscila Borin de Oliveira Claro
CargoInsper Instituto de Ensino e Pesquisa - Insper Instituto de Ensino e Pesquisa - Insper Instituto de Ensino e Pesquisa
Available online at
http://www.anpad.org.br/bar
BAR, Rio de Janeiro, v. 10, n. 2, art. 3,
pp. 158-175, Apr./June 2013
The Enhancing Impact of Friendship Networks on Sales
Managers’ Performance
Danny Pimentel Claro
E-mail address: danny@insper.edu.br
Insper Instituto de Ensino e Pesquisa
Insper, Rua Quatá, 300, São Paulo, SP, 04546-042, Brazil.
Silvio Abrahão Laban Neto
E-mail address: silvioaln@insper.edu.br
Insper Instituto de Ensino e Pesquisa
Insper, Rua Quatá, 300, São Paulo, SP, 04546-042, Brazil.
Priscila Borin de Oliveira Claro
E-mail address: priscila.claro@insper.edu.br
Insper Instituto de Ensino e Pesquisa
Insper, Rua Quatá, 300, São Paulo, SP, 04546-042, Brazil.
Received 26 January 2012; received in revised form 2 October 2012 (this paper has been with
the authors for two revisions); accepted 11 October 2012; published online 1st April 2013.
The Enhancing Impact of Friendship Networks 159
BAR, Rio de Janeiro, v. 10, n. 2, art. 3, pp. 158-175, Apr./June 2013 www.anpad.org.br/bar
Abstract
This paper examines how relationships with friends moderate the impact of professional networks on sales
performance. Based on a sample of 204 sales managers in a p rofessional service company, this study presents
evidence that friendship netwo rks amplify the effect of sales forces professional networks on new product sales
as well as on prospecting and converting new deals. Our results offer important insights into the socio-cognitive
perspective of sales management literature and suggest that firms should encourage managers to improve their
friendships in order to access valuable information that will enhance customer knowledge and support their sales
efforts.
Key words: networks; sales; relationship marketing.

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