Can New Product Selling and Innovation in Sales Be Improved by Using Internal Marketing and Empowerment?

Erik Ružić () and Dragan Benazić ()
Additional contact information
Erik Ružić: Juraj Dobrila University of Pula
Dragan Benazić: Juraj Dobrila University of Pula

Tržište/Market, 2018, vol. 30, issue 1, 61-75

Abstract: Purpose – The purpose of this paper is to investigate the impact of internal marketing and empowerment on new product selling and sales innovativeness. The link between sales innovativeness and new product selling was examined as well. Design/Methodology/Approach – Data was collected through a questionnaire aimed at sales professionals. PLS structural equation modeling was applied to analyze the data. Findings and implications – The results show that internal marketing (IM) and empowerment positively affect new product selling and sales innovativeness. No link was found between sales innovativeness and new product selling. The current study highlights new relationships among different constructs (e.g. internal marketing, empowerment, new product selling, and innovativeness) in the sales context. Due to the above-mentioned linkages, top management, as well as sales and new product development managers can plan internal marketing activities and empower their salesforce to achieve better new product commercialization and enhance their innovativeness.Limitations – The current study has few limitations. Due to the survey sample size, it was not tested for unobserved heterogeneity. With regard to the link between sales innovativeness and new product selling, it is recommended to include moderator and mediator variables. Other antecedents of new product selling and sales innovativeness should be investigated as well. Originality – The paper identifies the relationships among constructs in the sales context which, to the best of the authors’ knowledge, have not been subject of previous research and have received limited attention in the literature.

Keywords: new product selling; sales innovativeness; internal marketing; empowerment (search for similar items in EconPapers)
Date: 2018
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
https://hrcak.srce.hr/file/296930 (application/pdf)
None

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:zag:market:v:30:y:2018:i:1:p:61-75

Ordering information: This journal article can be ordered from
Tržište/Market, Faculty of Economics and Business, Trg J. F. Kennedy 6, 10000 Zagreb, Croatia.
http://www.efzg.unizg.hr/trziste

Access Statistics for this article

Tržište/Market is currently edited by Đurđana Ozretić Došen

More articles in Tržište/Market from Faculty of Economics and Business, University of Zagreb Contact information at EDIRC.
Bibliographic data for series maintained by Tanja Komarac ( this e-mail address is bad, please contact ).