Table of Contents (overview)

Table of Contents (overview) ............................................................................................

Table of Contents (detailed) ..............................................................................................
1 Relevance of Study ........................................................................................................ 1
2 Theoretical Background and Research Approach ......................................................... 11
3 Study I: Cross-Selling: Realizing Sustainable Growth ................................................. 23
4 Study II: A Salesperson's Cross-Functional Orientation:
Antecedents and Effects on Cross-Selling Success ......................................................... 33
5 Study III: Cross-Divisional Orientation:
Antecedents and Effects on Cross-Selling Success ......................................................... 43
6 Study IV: Cross-Selling: A Holistic Approach .............................................. 56
7 Concluding Observations ............................................................................................. 86
Appendix ........................................................................................................................ 96
References ....................................................................................................................... 97

Table of Contents (detailed)

1 Relevance of Study ...................................................................................................... 1
1.1Problem Definition and Practical Relevance ............................................................. 1
1.2 Purpose and Research Question ............................................................................... 4
1.3 Contribution .............................................................................................................. 8
1.3.1 Theoretical Contribution ....................................................................................... 8
1.3.2 Managerial Contribution ....................................................................................... 9
2 Theoretical Background and Research Approach ...................................................... 11
2.1 Theoretical Background .......................................................................................... 11
2.1.1 Cross-Selling Definition ....................................................................................... 11
2.1.1.1 Cross-Selling from a Semantic Perspective ...................................................... 12
2.1.1.2 Cross-Selling from an Organizational Perspective ........................................... 14
2.1.1.3 Cross-Selling from an Industry Perspective ..................................................... 17
2.1.1.4 Cross-Selling Defined for this Dissertation ...................................................... 19
2.2 Research Approach ................................................................................................. 21
2.2.1 Methodology ........................................................................................................ 21
3 Study I: Cross-Selling: Realizing Sustainable Growth .............................................. 23
3.1 Abstract ................................................................................................................... 23
3.2 Introduction ............................................................................................................ 23
3.3 Classification of Cross-Selling: Expanding Existing Customer Relationships .. 24
3.4 Two Alternatives for One Strategy:
Sector Internal and External Cross-Selling ................................................................... 25
3.5 Theory and Practice: Cross-Selling Potential Is Often Not Exploited .................... 28
3.5.1 Challenge 1: Incentives and Remuneration of Cross-Selling Activities ...... 28
3.5.2 Challenge 2: Make Use of Customer-Focused Pricing ........................................ 30
3.5.3 Challenge 3: Collaboration Between Product Management and Sales ................ 30
3.5.4 Challenge 4: Clear Responsibilities for the Customer ......................................... 31
3.5.5 Challenge 5: Realistic Investigation of Cross-Selling Probability ...................... 31
3.5.6 Challenge 6: Cultural Differences Between Organizational Units ..................... 32

4 Study II: A Salesperson's Cross-Functional Orientation:

Antecedents and Effects on Cross-Selling Success .................................................... 33
4.1 Abstract ................................................................................................................. 33
4.2 Introduction ........................................................................................................... 33
4.3 A Salesperson's Cross-Functional Orientation ..................................................... 35
4.4 Theory and Hypotheses ........................................................................................ 37
4.4.1 Organizational Commitment ............................................................................. 37
4.4.2 Corporate Brand Identity .................................................................................. 38
4.4.3 Cross-Selling Motivation ................................................................................. 38
4.4.4 Cross-Selling Readiness ................................................................................... 39
4.4.5 Cross-Selling Success ...................................................................................... 40
4.5 Discussion and Research Directions ................................................................... 40
5 Study III: Cross-Divisional Orientation:
Antecedents and Effects on Cross-Selling Success .................................................... 43
5.1 Abstract ................................................................................................................ 43
5.2 Introduction ........................................................................................................... 43
5.3 Conceptual Background ........................................................................................ 45
5.3.1 Cross-Selling ...................................................................................................... 45
5.3.2 Cross-Divisional Orientation .............................................................................. 45
5.3.3 Cross-Selling and Boundary-Spanning Roles .................................................... 46
5.4 Theory and Hypotheses ......................................................................................... 47
5.4.1 Cross-Selling Success ........................................................................................ 47
5.4.2 Cross-Divisional Orientation ............................................................................. 47
5.4.3 Cross-Divisional Sales Dispersion .................................................................... 48
5.4.4 Cross-Selling Motivation ................................................................................... 48
5.4.5 Cross-Selling Readiness ..................................................................................... 49
5.5 Discussion ............................................................................................................. 51
5.8 Limitations and Further Research ......................................................................... 53
5.9 Implications for Business Marketing Practice ...................................................... 54
5.10 Conclusion .......................................................................................................... 55
6. Study IV: Determining, Quantifying, and Weighting Critical
Cross-Selling Incidents: A Holistic Approach ........................................................... 56
6.1 Abstract ................................................................................................................ 56

6.2 Introduction .......................................................................................................... 56

6.3 Methodology ......................................................................................................... 59
6.3.1 External Validity ................................................................................................ 60
6.4 Results ................................................................................................................... 61
6.5 Cross-Selling Challenges for Top Management ................................................... 62
6.5.1 Company Image ................................................................................................. 62
6.5.2 Company Culture ............................................................................................... 67
6.5.3 Sales Training .................................................................................................... 68
6.5.4 Performance Management ................................................................................. 68
6.5.4.1 Customer's Education ..................................................................................... 68
6.5.4.2 Product Range ................................................................................................ 69
6.5.4.3 Payment Equity .............................................................................................. 71
6.5.4.4 Customer Satisfaction .................................................................................... 72
6.5.5 Discussion of Challenges for Top Management ............................................... 74
6.6 Cross-Selling Challenges for Sales Managers ..................................................... 74
6.6.1 Compensation ................................................................................................... 74
6.6.2 Sales Coordination ........................................................................................... 75
6.6.2.1 Coordination of Employees .......................................................................... 75
6.6.2.2 Coordination of Areas/Departments ............................................................. 76
6.7 Cross-Selling Challenges for Salespeople .......................................................... 78
6.7.1 Personality ....................................................................................................... 78
6.7.2 Attitude ............................................................................................................ 80
6.7.3 Skills ................................................................................................................ 81
6.7.3.1 Salesmanship Skills ...................................................................................... 82
6.7.3.2 Interpersonal Skills ....................................................................................... 82
6.7.3.3 Technical Skills ............................................................................................. 82
6.8 Conclusion ........................................................................................................... 84
7 Concluding Observations ....................................................................................... 86
7.1 Key Results ......................................................................................................... 86
7.2 Discussion of Key Results: An Integrative Cross-Selling Framework .............. 88
7.2.1 Foundation ...................................................................................................... 88
7.2.2 Action ............................................................................................................. 89
7.2.3 Realization ...................................................................................................... 89
7.2.4 Conclusion of Discussion of Key Results ...................................................... 90

7.3 Limitations and Further Research ...................................................................... 92

7.5 Conclusion .......................................................................................................... 93
Appendix ................................................................................................................. 96
References ................................................................................................................ 97