A systematic literature review on the cluttered cross-selling and cross-buying subfield: A call to action

Matthias Eggenschwiler
Additional contact information
Matthias Eggenschwiler: University of St.Gallen

No 35kaj, OSF Preprints from Center for Open Science

Abstract: The concepts of cross-selling and cross-buying have gained significant attention in marketing research and practice, deemed crucial for driving business revenue and enhancing customer lifetime value. However, the two literature streams exhibit considerable ambiguity and conceptual overlap, hindering theoretical development and practical application. This integrative review addresses this challenge by systematically examining existing research through probabilistic topic modeling, bibliometric analyses, logical partitioning, and jangle and jingle fallacies analysis. By triangulating these methodologies, we shed light on the distinctions and commonalities between cross-selling and cross-buying, offering a typology of definitions validated through interviews with industry practitioners. This paper aims to foster academic discourse and provide actionable insights for future research in cross-selling and cross-buying. The paper also provides implications for retailing and service companies on how to profit from existing customer relationships.

Date: 2024-05-28
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://osf.io/download/6656e0e1d835c421264ce116/

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:osf:osfxxx:35kaj

DOI: 10.31219/osf.io/35kaj

Access Statistics for this paper

More papers in OSF Preprints from Center for Open Science
Bibliographic data for series maintained by OSF ().