Gabriel R. Gonzalez

• Thunderbird School of Global Management

This article explores the impact of key salesperson-to-salesperson relationship characteristics on the success of salespeople as they gain tenure in their firm. Focusing on newcomer salespeople and leveraging socialization theory, the authors investigate the influence of relational exchanges that salespeople engage in with their peers (unilateral a...

Little research attention has been devoted to the impact of salesperson failure and recovery management on customer relationship development. This paper develops a theoretically anchored and externally validated sales recovery audit for the purpose of assessing sales organization performance in these matters. Results based on a survey of 177 sales...

This article integrates relationship marketing and social network perspectives to develop and test a model that links objective sales performance with the informational and cooperative benefits that stem from relationship managers' (RMs') social capital structure (brokerage and density) and relations (formal and informal networks). The authors demo...

Despite widespread recognition that relationship selling should focus on long-term, mutually satisfying buyer–seller relationships, current conceptualizations overlook two important components: salesperson failure analysis and recovery efforts. This paper proposes that salespeople should be trained in five intertwined skill set areas of failure ana...

Network literature suggests that individual embeddedness leads to performance. The authors argue that resources from intra-firm social networks are critical for gaining advantages. The contribution of the paper lies at the performance impact of the network position. Previous studies have considered two alternative views, degree and closeness, of ne...

This study investigates the trusted advisor in the context of relationships that form between salespeople and inter-firm relationship partners. Fieldwork indicates that salespeople who evolve their role to that of a trusted advisor provide inter-firm relationship partners with information that is characterized on seven dimensions, and they form and...

This article reports on an experiment conducted that tested anti-tobacco advertising strategies aimed at a bicultural Mexican-American youth audience. The direct effects of three advertising themes (negative health consequences, social norms against smoking, and tobacco industry manipulation) and three language executions (English, Spanish, and "Sp...

This paper presents and tests a model of recovery management practices in business-to-business (B2B) sales organizations. The linkages between organic and mechanistic approaches are integrated to provide a more comprehensive conceptualization of sales organization recovery management relationships than currently exists in the literature. Responses...

Purpose This paper aims to explore whether demographic differences between diverse customers and service providers impact service failure and recovery perceptions. Design/methodology/approach The critical incidents technique was used to gather data on service failures and recovery. Chi‐square test of independence and analysis of variance was used...

The growing population of Mexican American youth and the increasing smoking rates in this population present a considerable public health challenge. Tobacco counteradvertisements have demonstrated their ability to shape attitudes, behavior, and public policy, but little is known about the most effective ways to adapt messages aimed at this audience...

Students were surveyed to determine their beliefs and expectations prior to taking their Principles of Marketing class. The students were surveyed on the first day of class before any introduction to the course. The students were asked eight open-ended questions to determine their knowledge and awareness about marketing as a field of study. The res...

Marketing educators have responded to trends affecting marketing education by expanding the emphasis in marketing education to helping students develop new skills and capabilities. Achieving these new educational objectives requires more of a focus on a learning-oriented perspective toward marketing education. The success of a learning-oriented edu...