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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? The research team extends a dual agency framework to the sales domain and examines the salesperson s role throughout the three stages of the discount process: (a) the customer s discount request, (b) the seller s approval, and (c) the seller s post-approval profit. This framework is tested across three multimethod studies and provides the first empirical investigation that deco