Personal selling and the purchasing function: where do we go from here?

Bert Paesbrugghe, Arun Sharma, Deva Rangarajan, Niladri Syam

Research output: Contribution to journalArticlepeer-review

21 Scopus citations


The business-to-business selling function has changed over the years, with more informed and demanding buyers, prompting firms to move toward a more consultative, solution-selling approach. While these changes have been the focus of extensive research in the personal selling and sales management domain, the customer side of the interaction dyad requires more examination. Even within the context of the customer side, insufficient attention has been paid to the purchasing function in business-to-business (B2B) selling research. Given the increased importance in customer organizations of the purchasing function, this article presents a literature review that highlights the purchasing function's personal selling and sales management needs and argues that, as the purchasing function becomes more important and its needs evolve, personal selling and sales strategies also need to evolve. The article highlights areas for future research in this domain.

Original languageEnglish (US)
Pages (from-to)123-143
Number of pages21
JournalJournal of Personal Selling and Sales Management
Issue number1
StatePublished - Jan 2 2018


  • purchasing function
  • purchasing maturity
  • sales strategies

ASJC Scopus subject areas

  • Business and International Management
  • Marketing


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