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Collectivizing Sales Experience: An Organizational Learning Approach

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  • Communication


Translating outcomes from descriptive network research into general normative theories has up to now remained largely unresolved. In this paper I shall describe and discuss an empirical case: the process of translating a network approach for the marketing of corporate financial services into a workable theory-in-use. Over a period of twelve months ten regional managers and sixty salespeople studied only one research question: "How do our salespeople establish new relationships with customers under norms of already existing long-term relationships with competitors?" It appeared that the total relevant knowledge already existed in the organization. It "just" needed to be dug out, sorted and interpreted, shared and stored for future use.

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