Three Studies of B2B Salespeople as Collectors of Competitive Intelligence

Abstract

B2B salespeople’s ability to collect competitive intelligence from the marketplace affects organizational and individual competitive advantage and, in turn, firm and salesperson performance. The collection, sharing and use of this information are of potential strategic interest, and individual information collection is an important part of market orientation. The complexity and rate of change of industrial markets are increasing due to factors such as rapid technological development, and firms need to adapt to shifting market conditions faster than ever before, heightening the need for CI collection. Boundary spanners like salespeople spend a large part of their time outside their organizations meeting customers and competitors and thus are in a unique position to collect information from the market. The overall objective of this thesis is to increase the understanding of different aspects of salesperson information collection. This is addressed through three subobjectives: one, investigating what motivates salespeople to collect information beyond factors with a direct effect; two, determining how information collection leads to salesperson learning in a digital setting; and three, identifying the types of information collected by salespeople and strategies for motivating salespeople to collect information needed by the organization. The main contribution of subobjective one is the finding that the effects of known drivers of motivation for collecting information may vary with the salesperson’s personality characteristics, which are represented here by the personality trait locus of control. This variation might explain, at least in part, why only a few salespeople consistently collect information, despite attempts to include all salespeople. The main contribution of subobjective two is the development of a theoretical framework for listening in a digital setting before meeting customers physically. A model of how social media affects salesperson learning and knowledge building is presented, thus adding to the growing effort to understand how salespeople can use social media to increase their knowledge from the information they collect. The main contribution of subobjective three is the finding that the information salespeople collect is tactical, for their own interest, and of little value to customers and the sales organization. To increase the value of the type of information salespeople collect, this thesis argues for a stronger focus on the relationship between sales managers and their salespeople. The use of sales managers as a motivational factor for collecting more specific information through the sales force has received scarce treatment in the literature on the motivation of salespeople to collect information.