How Integrated Product-Service Offerings Impact B2B Sales Practice – Towards a Research Agenda

Rikke Carlé; Poul Houman Andersen

doi:10.1007/978-3-658-48325-8_22

How Integrated Product-Service Offerings Impact B2B Sales Practice – Towards a Research Agenda

Rikke Carlé^*, Poul Houman Andersen

^*Corresponding author for this work

Research output: Contribution to book/anthology/report/conference proceeding › Book chapter › Research › peer-review

Abstract

Understanding how integrated product-service offerings impact sales practices is an understudied area. The transition towards integrated product-service offerings, ranging from simple services to advanced digital solutions, changes not only the market offer but also sales practices. The dynamics shaping sales organizations and their roles remain largely unexplored, presenting a significant challenge for sales organizations as current sales practices often prove ineffective. This paper investigates these dynamics by identifying central concepts and establishing a research agenda to explore how this transition in sales tasks impacts the interplay between sales roles, sales management, and sales enablement in B2B sales practice. We provide a conceptual framework and derive a research agenda that identifies the interrelations in sales practices that are pivotal for transitioning from conventional sales to product-service offerings.

Translated title of the contribution	Hvordan integrerede produkt-service-tilbud påvirker B2B-salgspraksis – Mod en forskningsagenda
Original language	English
Title of host publication	Digital Analytics im Dienstleistungsmanagement : Customer Insights, Prozesse der Künstlichen Intelligenz, Digitale Geschäftsmodelle
Editors	Manfred Bruhn, Karsetn Hadwich
Publisher	Springer
Publication date	31 May 2025
Pages	647-672
ISBN (Print)	978-3-658-48324-1
ISBN (Electronic)	978-3-658-48325-8
DOIs	https://doi.org/10.1007/978-3-658-48325-8_22
Publication status	Published - 31 May 2025

Series	Forum Dienstleistungsmanagement
Volume	2025
ISSN	2662-3390

Access to Document

10.1007/978-3-658-48325-8_22

AUB Link

Search for the material in Aalborg University Library's search engine

Cite this

Carlé, R., & Andersen, P. H. (2025). How Integrated Product-Service Offerings Impact B2B Sales Practice – Towards a Research Agenda. In M. Bruhn, & K. Hadwich (Eds.), Digital Analytics im Dienstleistungsmanagement : Customer Insights, Prozesse der Künstlichen Intelligenz, Digitale Geschäftsmodelle (pp. 647-672). Springer. https://doi.org/10.1007/978-3-658-48325-8_22

Carlé, Rikke ; Andersen, Poul Houman. / How Integrated Product-Service Offerings Impact B2B Sales Practice – Towards a Research Agenda. Digital Analytics im Dienstleistungsmanagement : Customer Insights, Prozesse der Künstlichen Intelligenz, Digitale Geschäftsmodelle. editor / Manfred Bruhn ; Karsetn Hadwich. Springer, 2025. pp. 647-672 (Forum Dienstleistungsmanagement, Vol. 2025).

@inbook{9a67a64e07154ed48d978e34f73c39ba,

title = "How Integrated Product-Service Offerings Impact B2B Sales Practice – Towards a Research Agenda",

abstract = "Understanding how integrated product-service offerings impact sales practices is an understudied area. The transition towards integrated product-service offerings, ranging from simple services to advanced digital solutions, changes not only the market offer but also sales practices. The dynamics shaping sales organizations and their roles remain largely unexplored, presenting a significant challenge for sales organizations as current sales practices often prove ineffective. This paper investigates these dynamics by identifying central concepts and establishing a research agenda to explore how this transition in sales tasks impacts the interplay between sales roles, sales management, and sales enablement in B2B sales practice. We provide a conceptual framework and derive a research agenda that identifies the interrelations in sales practices that are pivotal for transitioning from conventional sales to product-service offerings.",

keywords = "salg, B2B, Produkt-service integration",

author = "Rikke Carl{\'e} and Andersen, \{Poul Houman\}",

year = "2025",

month = may,

day = "31",

doi = "10.1007/978-3-658-48325-8\_22",

language = "English",

isbn = "978-3-658-48324-1",

series = "Forum Dienstleistungsmanagement",

publisher = "Springer",

pages = "647--672",

editor = "Manfred Bruhn and Karsetn Hadwich",

booktitle = "Digital Analytics im Dienstleistungsmanagement",

address = "Germany",

}

Carlé, R & Andersen, PH 2025, How Integrated Product-Service Offerings Impact B2B Sales Practice – Towards a Research Agenda. in M Bruhn & K Hadwich (eds), Digital Analytics im Dienstleistungsmanagement : Customer Insights, Prozesse der Künstlichen Intelligenz, Digitale Geschäftsmodelle. Springer, Forum Dienstleistungsmanagement, vol. 2025, pp. 647-672. https://doi.org/10.1007/978-3-658-48325-8_22

How Integrated Product-Service Offerings Impact B2B Sales Practice – Towards a Research Agenda. / Carlé, Rikke ; Andersen, Poul Houman.
Digital Analytics im Dienstleistungsmanagement : Customer Insights, Prozesse der Künstlichen Intelligenz, Digitale Geschäftsmodelle. ed. / Manfred Bruhn; Karsetn Hadwich. Springer, 2025. p. 647-672 (Forum Dienstleistungsmanagement, Vol. 2025).

Research output: Contribution to book/anthology/report/conference proceeding › Book chapter › Research › peer-review

TY - CHAP

T1 - How Integrated Product-Service Offerings Impact B2B Sales Practice – Towards a Research Agenda

AU - Carlé, Rikke

AU - Andersen, Poul Houman

PY - 2025/5/31

Y1 - 2025/5/31

N2 - Understanding how integrated product-service offerings impact sales practices is an understudied area. The transition towards integrated product-service offerings, ranging from simple services to advanced digital solutions, changes not only the market offer but also sales practices. The dynamics shaping sales organizations and their roles remain largely unexplored, presenting a significant challenge for sales organizations as current sales practices often prove ineffective. This paper investigates these dynamics by identifying central concepts and establishing a research agenda to explore how this transition in sales tasks impacts the interplay between sales roles, sales management, and sales enablement in B2B sales practice. We provide a conceptual framework and derive a research agenda that identifies the interrelations in sales practices that are pivotal for transitioning from conventional sales to product-service offerings.

AB - Understanding how integrated product-service offerings impact sales practices is an understudied area. The transition towards integrated product-service offerings, ranging from simple services to advanced digital solutions, changes not only the market offer but also sales practices. The dynamics shaping sales organizations and their roles remain largely unexplored, presenting a significant challenge for sales organizations as current sales practices often prove ineffective. This paper investigates these dynamics by identifying central concepts and establishing a research agenda to explore how this transition in sales tasks impacts the interplay between sales roles, sales management, and sales enablement in B2B sales practice. We provide a conceptual framework and derive a research agenda that identifies the interrelations in sales practices that are pivotal for transitioning from conventional sales to product-service offerings.

KW - salg

KW - B2B

KW - Produkt-service integration

UR - https://link.springer.com/chapter/10.1007/978-3-658-48325-8_22#citeas

U2 - 10.1007/978-3-658-48325-8_22

DO - 10.1007/978-3-658-48325-8_22

M3 - Book chapter

SN - 978-3-658-48324-1

T3 - Forum Dienstleistungsmanagement

SP - 647

EP - 672

BT - Digital Analytics im Dienstleistungsmanagement

A2 - Bruhn, Manfred

A2 - Hadwich, Karsetn

PB - Springer

ER -

Carlé R , Andersen PH. How Integrated Product-Service Offerings Impact B2B Sales Practice – Towards a Research Agenda. In Bruhn M, Hadwich K, editors, Digital Analytics im Dienstleistungsmanagement : Customer Insights, Prozesse der Künstlichen Intelligenz, Digitale Geschäftsmodelle. Springer. 2025. p. 647-672. (Forum Dienstleistungsmanagement, Vol. 2025). doi: 10.1007/978-3-658-48325-8_22

How Integrated Product-Service Offerings Impact B2B Sales Practice – Towards a Research Agenda

Abstract

Access to Document

AUB Link

Other files and links

Fingerprint

PhD projekt "salg og salgsledelse" - UCN Professionshøjskolen

Cite this

How Integrated Product-Service Offerings Impact B2B Sales Practice – Towards a Research Agenda

Abstract

Access to Document

AUB Link

Other files and links

Fingerprint

Projects

PhD projekt "salg og salgsledelse" - UCN Professionshøjskolen

Cite this