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Keywords: Creative selling
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning 1–21.
Published: 03 July 2026
... customer solutions. This study examines whether a perceived sales innovativeness climate enables persistence and entrepreneurial self-efficacy (ESE) and, in turn, creative selling, driving B2B sales performance. Design/methodology/approach An online survey of 346 US-based B2B salespeople was analyzed...
