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Deliberate Learning as a Strategic Mechanism in Enabling Channel Partner Sales Performance

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Deliberate Learning as a Strategic Mechanism in Enabling Channel Partner Sales Performance. / Keeling, Debbie Isobel; Cox, David; de Ruyter, Ko.

In: INDUSTRIAL MARKETING MANAGEMENT, Vol. 90, 10.2020, p. 113-123.

Research output: Contribution to journalArticle

Harvard

Keeling, DI, Cox, D & de Ruyter, K 2020, 'Deliberate Learning as a Strategic Mechanism in Enabling Channel Partner Sales Performance', INDUSTRIAL MARKETING MANAGEMENT, vol. 90, pp. 113-123. https://doi.org/10.1016/j.indmarman.2020.07.005

APA

Keeling, D. I., Cox, D., & de Ruyter, K. (2020). Deliberate Learning as a Strategic Mechanism in Enabling Channel Partner Sales Performance. INDUSTRIAL MARKETING MANAGEMENT, 90, 113-123. https://doi.org/10.1016/j.indmarman.2020.07.005

Vancouver

Keeling DI, Cox D, de Ruyter K. Deliberate Learning as a Strategic Mechanism in Enabling Channel Partner Sales Performance. INDUSTRIAL MARKETING MANAGEMENT. 2020 Oct;90:113-123. https://doi.org/10.1016/j.indmarman.2020.07.005

Author

Keeling, Debbie Isobel ; Cox, David ; de Ruyter, Ko. / Deliberate Learning as a Strategic Mechanism in Enabling Channel Partner Sales Performance. In: INDUSTRIAL MARKETING MANAGEMENT. 2020 ; Vol. 90. pp. 113-123.

Bibtex Download

@article{ae3d8de1179f4a408ef18ea08e6cf7b4,
title = "Deliberate Learning as a Strategic Mechanism in Enabling Channel Partner Sales Performance",
abstract = "As suppliers increasingly depend on their indirect sales channel, enablement of channel partners has become a strategic asset. We focus on the central role of deliberate learning within strategic enablement strategy. Specifically, we conceptualize deliberate sales learning as a three-dimensional construct (knowledge articulation, knowledge codification, knowledge certification) and identify the mechanisms through which it impacts on channel partner sales performance. Based on a survey of channel partners (N=383) of an FT100 company, we establish exploitative and explorative learning orientations as antecedents of deliberate sales learning, where this relationship is moderated by channel partners’ preference for online learning formats. The relatively weaker relationship between explorative learning orientation and deliberate sales learning is positively enhanced for those channel partners with a preference for interactive online modules. Further, we demonstrate that deliberate sales learning and deliberate sales practice act in serial mediation to positively impact sales performance. In addition to future research opportunities, we identify three core implications for the practice of strategic sales enablement; enhancing return on investment, managing learner motivation and activating learning engagement of channel partners.",
keywords = "Channel partners, Deliberate learning, Learning orientation, Sales performance, Strategic enablement",
author = "Keeling, {Debbie Isobel} and David Cox and {de Ruyter}, Ko",
year = "2020",
month = "10",
doi = "10.1016/j.indmarman.2020.07.005",
language = "English",
volume = "90",
pages = "113--123",
journal = "INDUSTRIAL MARKETING MANAGEMENT",
issn = "0019-8501",
publisher = "Elsevier Inc.",

}

RIS (suitable for import to EndNote) Download

TY - JOUR

T1 - Deliberate Learning as a Strategic Mechanism in Enabling Channel Partner Sales Performance

AU - Keeling, Debbie Isobel

AU - Cox, David

AU - de Ruyter, Ko

PY - 2020/10

Y1 - 2020/10

N2 - As suppliers increasingly depend on their indirect sales channel, enablement of channel partners has become a strategic asset. We focus on the central role of deliberate learning within strategic enablement strategy. Specifically, we conceptualize deliberate sales learning as a three-dimensional construct (knowledge articulation, knowledge codification, knowledge certification) and identify the mechanisms through which it impacts on channel partner sales performance. Based on a survey of channel partners (N=383) of an FT100 company, we establish exploitative and explorative learning orientations as antecedents of deliberate sales learning, where this relationship is moderated by channel partners’ preference for online learning formats. The relatively weaker relationship between explorative learning orientation and deliberate sales learning is positively enhanced for those channel partners with a preference for interactive online modules. Further, we demonstrate that deliberate sales learning and deliberate sales practice act in serial mediation to positively impact sales performance. In addition to future research opportunities, we identify three core implications for the practice of strategic sales enablement; enhancing return on investment, managing learner motivation and activating learning engagement of channel partners.

AB - As suppliers increasingly depend on their indirect sales channel, enablement of channel partners has become a strategic asset. We focus on the central role of deliberate learning within strategic enablement strategy. Specifically, we conceptualize deliberate sales learning as a three-dimensional construct (knowledge articulation, knowledge codification, knowledge certification) and identify the mechanisms through which it impacts on channel partner sales performance. Based on a survey of channel partners (N=383) of an FT100 company, we establish exploitative and explorative learning orientations as antecedents of deliberate sales learning, where this relationship is moderated by channel partners’ preference for online learning formats. The relatively weaker relationship between explorative learning orientation and deliberate sales learning is positively enhanced for those channel partners with a preference for interactive online modules. Further, we demonstrate that deliberate sales learning and deliberate sales practice act in serial mediation to positively impact sales performance. In addition to future research opportunities, we identify three core implications for the practice of strategic sales enablement; enhancing return on investment, managing learner motivation and activating learning engagement of channel partners.

KW - Channel partners

KW - Deliberate learning

KW - Learning orientation

KW - Sales performance

KW - Strategic enablement

UR - http://www.scopus.com/inward/record.url?scp=85087976415&partnerID=8YFLogxK

U2 - 10.1016/j.indmarman.2020.07.005

DO - 10.1016/j.indmarman.2020.07.005

M3 - Article

VL - 90

SP - 113

EP - 123

JO - INDUSTRIAL MARKETING MANAGEMENT

JF - INDUSTRIAL MARKETING MANAGEMENT

SN - 0019-8501

ER -

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