Researchers from Oklahoma State University, University of Missouri, Iowa State University, and University of Georgia published a new paper in the Journal of Marketing that investigates the question of how salespeople should balance advocacy for the seller with advocacy for the customer.
The study, forthcoming in the Journal of Marketing, is titled “Salesperson Dual Agency in Price Negotiations” and is authored by Justin Lawrence, Lisa Scheer, Andrew Crecelius, and Son Lam.
How should salespeople represent both the seller and the customer when their interests diverge, as in pricing negotiations? [Read more…] about When salespeople advocate for sellers and customers