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Oliver Malms
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Item type:Publication, Antecedents of a cross-functional orientation and the effect on cross-selling success(2009-05-26); This study investigates the antecedents of a cross-functional orientation and its effect on cross-selling success from the selling firm's point of view. Two complementary studies were carried out. In the first study qualitative research techniques were used to explore indicators of sales-personnel influencing cross-selling success. Results of study I were used for hypothesis building and the development of measurement scales. In a second study the developed hypotheses were tested indicating a strong effect of cross-functional orientation on cross-selling success. Moreover, results show a strong influence of three employee based traits on cross-functional orientation - brand identity, cross-selling motivation, and cross-selling readiness - implying that sales managers should carefully concentrate on developing personal employee specific traits to enhance sales success.Type:conference paper