Salesperson ambidexterity, firm capabilities, and value co-creation: Key factors in salespeople’s innovative service behavior?

María Badenas-Boldó, Gloria Berenguer-Contri and Irene Gil-Saura

Cuadernos de Gestión, 2025

Abstract: [EN] This study examines how a firm’s innovation capability and marketing capability, as well as salespeople’s ambidexterity in sales and service, influence value co-creation with customers and how this co-creation and ambidexterity directly impact innovative service behavior in salespeople. The paper contributes to the literature by addressing certain aspects that have been relatively unexplored to date. A quantitative study is carried out using a sample consists of 91 sales professionals from the United Kingdom and the United States of America, spanning both consumer (B2C) and industrial market (B2B) salespeople, providing a diverse perspective. Using partial least squares (PLS-SEM) methodology, the findings reveal that (a) value co-creation, driven by the firm’s innovation capability and marketing capability, positively affects salespeople’s innovative service behavior, and (b) the development of ambidextrous sales and service skills among frontline employees also fosters innovative behaviors in service in the sales team. Based on service-dominant logic, this research provides novel insights into how value co-creation serves as a driver of innovative service behavior in salespeople. It further extends previous research by considering sales and service ambidexterity as a key factor in driving this innovative behavior. These findings highlight the need to co-create value with customers and enhance salespeople’s individual competencies to drive their innovative behavior in service within the current competitive and evolving market context.

Keywords: salespeople’s innovative service behavior; marketing capability; innovation capability; value co-creation; sales-service ambidexterity; comportamiento innovador en servicio de los vendedores; capacidad de marketing; capacidad de innovación; co-creación de valor; ambidestreza de venta y sevicio (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
https://addi.ehu.eus/handle/10810/73228 (application/pdf)

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:ehu:cuader:73228

Ordering information: This journal article can be ordered from
Instituto de Economía Aplicada a la Empresa, Revista Cuadernos de Gestión, Facultad de CC. Económicas y Empresariales, Universidad del País Vasco, Avda. Lehendakari Aguirre 83, 48015 Bilbao, Spain
https://ojs.ehu.eus/index.php/CG

Access Statistics for this article

Cuadernos de Gestión is currently edited by Pilar Fernández

More articles in Cuadernos de Gestión from Universidad del País Vasco - Instituto de Economía Aplicada a la Empresa (IEAE) Instituto de Economía Aplicada a la Empresa Avda Lehendakari Aguirre 83 CP 48015 Bilbao (Vizcaya) Spain. Contact information at EDIRC.
Bibliographic data for series maintained by Alcira Macías Redondo ().