What is it about?
The purpose of this study is to examine the role of salesperson moral identity centrality in value cocreation. This study identified and tested an extended identity-based formation process of selling orientation, customer orientation and value co-creation. This was accomplished by examining the role of inclusion of others in the self and circle of moral regard in the mechanism through which moral identity centrality impacts selling orientation, customer orientation and value co-creation, taking into account the contingency role of salesperson self-construal.
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Why is it important?
To the best of the authors’ knowledge, this study is the first to uncover the vital impacts of salesperson moral identity centrality on selling orientation, customer orientation and value cocreation. Through the conceptualized and tested framework, the study opens the door for additional research to inspect the role of moral identity centrality in sales.
Perspectives
The results show that a central moral identity to a salesperson’s self-drives higher expansion of the salesperson’s circle of moral regard. This process facilitates the mechanisms for salesperson moral identity centrality to decrease selling orientation and increase customer orientation and value co-creation, leading to higher sales performance. Independent self-construal is found to deteriorate the positive effects of salesperson moral identity centrality on the inclusion of others in the self, expansion of the circle of moral regard and customer orientation.
Dr Omar S. Itani
Univeristy of texas at arlington
Read the Original
This page is a summary of: Salesperson moral identity and value co-creation, European Journal of Marketing, January 2022, Emerald,
DOI: 10.1108/ejm-06-2020-0431.
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