Rodríguez Herrera, Rocío

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Rodríguez Herrera, Rocío

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Rodríguez Herrera, Rocío

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Universidad de Murcia. Departamento de Comercialización e Investigaciónde Mercados

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Organisational and environmental indicators of B2B sales performance
(Emerald, 2022-01-17) Høgevold, Nils M.; Svensson, Göran; Roberts Lombard, Mornay; Rodríguez Herrera, Rocío; Comercialización e Investigación de Mercados
Purpose The purpose of the study is to confirm a conceptualised framework regarding organizational and environmental indicators of sales performance on sellers in a business-to-business environment. The study is based on the meta-analyses of sales performance by Churchill et al. (1985) and Verbeke et al. (2011). Design/methodology/approach A research instrument was used to establish whether three categories that were positioned into a framework of six dimensions can be perceived as valid and reliable. These categories related to organization and environmental indicators of sales performance. A wide variety of organization that are representative of different sectors and organizational sizes were included in the study. These industries and sectors are representative of the commercial sector of Norway. Findings A six-dimensional framework of organizational and environmental indicators was tested with success in the study. The different dimensions encompass a focus on the external environment, market orientation (internal environment), teamwork (internal environment), positive behavioral feedback (supervisory leadership), transformational leadership (supervisory leadership) and positive feedback (supervisory leadership). Originality/value A foundation is provided to structure the assessment of sales performance in business-to-business settings through the development of a business-to-business framework of organisational and environmental indicators in sales performance. In addition, a foundation for further studies on sales performance is delivered. Therefore, the study secures a practical orientation to organise and structure the process of business-to-business environmental and organisational planning through verified categories of organisational and environmental indicators, divided into six categories.
Open Access
Framing sustainable development through descriptive determinants in private hospitals – Orientation and organization
(Elsevier, 2019-08) Svensson, Göran; Otero Neira, Carmen; Rodríguez Herrera, Rocío; Comercialización e Investigación de Mercados
Purpose To frame the sustainable development in private hospitals, based on descriptive determinants of orientation and organization from the past to the present. Design/methodology/approach Based on an inductive approach, judgmental sampling was used to target relevant health care organizations. Informants were assessed according to their knowledge of their organizations’ sustainability initiatives. Findings Report the main determinants of orientation and organization revealed in relation to the hospitals’ past and present sustainability initiatives, providing a foundation for describing their sustainable development. Research limitations/implications Reveals a selection of descriptive determinants of sustainable development in private hospitals, all of which offers a basis for assessing whether the evolution of organizational sustainability initiatives is major, minor or non-existent. Managerial implications The sustainability orientation has changed from value-based initiatives to business-based ones. It has also resulted in the orientation changing from environmental initiatives to social ones, as well as a change from reactive initiatives to proactive ones. Originality/value Contributes to framing sustainable development through descriptive determinants in private healthcare organizations. It also divides these determinants into two categories, namely the orientation and organization of sustainability initiatives.
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Framing sustainable development through descriptive determinants in private hospitals. Orientation and organization
(Elsevier, 2019-08) Svensson, Göran; Otero Neira, Carmen; Rodríguez Herrera, Rocío; Comercialización e Investigación de Mercados
Purpose:To frame the sustainable development in private hospitals, based on descriptive determinants of or-ientation and organization from the past to the present.Design/methodology/approach:Based on an inductive approach, judgmental sampling was used to target relevanthealth care organizations. Informants were assessed according to their knowledge of their organizations’sus-tainability initiatives.Findings:Report the main determinants of orientation and organization revealed in relation to the hospitals’pastand present sustainability initiatives, providing a foundation for describing their sustainable development.Research limitations/implications:Reveals a selection of descriptive determinants of sustainable development inprivate hospitals, all of which offers a basis for assessing whether the evolution of organizational sustainabilityinitiatives is major, minor or non-existent.Managerial implications:The sustainability orientation has changed from value-based initiatives to business-based ones. It has also resulted in the orientation changing from environmental initiatives to social ones, as wellas a change from reactive initiatives to proactive ones.Originality/value:Contributes to framing sustainable development through descriptive determinants in privatehealthcare organizations. It also divides these determinants into two categories, namely the orientation andorganization of sustainability initiatives
Open Access
Predictability of COVID-19-related morbidity and mortality based on model estimations to establish proactive protocols of countermeasures
(Springer Nature, 2021-07-21) Svensson, Göran; Padín, Carmen; Rodríguez Herrera, Rocío; Comercialización e Investigación de Mercados
The COVID-19 pandemic (SARS-CoV-2) has revealed the need for proactive protocols to react and act, imposing preventive and restrictive countermeasures on time in any society. The extent to which confirmed cases can predict the morbidity and mortality in a society remains an unresolved issue. The research objective is therefore to test a generic model’s predictability through time, based on percentage of confirmed cases on hospitalized patients, ICU patients and deceased. This study reports the explanatory and predictive ability of COVID-19-related healthcare data, such as whether there is a spread of a contagious and virulent virus in a society, and if so, whether the morbidity and mortality can be estimated in advance in the population. The model estimations stress the implementation of a pandemic strategy containing a proactive protocol entailing what, when, where, who and how countermeasures should be in place when a virulent virus (e.g. SARS-CoV-1, SARS-CoV-2 and MERS) or pandemic strikes next time. Several lessons for the future can be learnt from the reported model estimations. One lesson is that COVID-19-related morbidity and mortality in a population is indeed predictable. Another lesson is to have a proactive protocol of countermeasures in place.
Open Access
Business-to-business sellers’ motivations in sales performance – A six-dimensional framework proposition
(AOSIS Publishing, 2023-09-15) Roberts Lombard, Mornay; Høgevold, Nils; Svensson, Göran; Rodríguez Herrera, Rocío; Comercialización e Investigación de Mercados
Background: Whether internal or external, motivational factors serve as stimulants influencing individual ability to execute sales tasks. A meta-analysis was conducted highlighting three broad categories of individual motivations that are imperative within the context of sales performance, namely cognitive choice, goal orientation, and work engagement. However, marketing and sales management scholars argue that there is a need for further research exploring the influence of intrinsic and extrinsic motivational factors on overall sales performance in multiple business settings. Aim: The aim of the study is to test a six-dimensional framework of business-to-business (B2B) sellers’ motivations in sales performance. Setting: The application of a six-dimensional framework on sales performance within a Norwegian context. Different companies from multiple industries operating in the product-orientated sector of Norway were selected to measure the relevance of the six-dimensional framework to sales performance in these companies. Method: In total, 236 usable questionnaires representing multiple industries of different sizes across Norway were used. Data were collected using self-administered questionnaires. Results: The findings indicate that the dimensions of B2B sellers’ motivations are relevant in a B2B sales setting. Therefore, sales businesses operating in a B2B environment need to become increasingly aware that motivations drive sellers to achieve their goals. Conclusion: The study offers an increased understanding on how to structure B2B sellers’ motivations in a six-dimensional framework, including cognitive choice, goal orientation, and work engagement. Contribution: The study develops an improved understanding of the intrinsic and extrinsic motivational factors that influence the sales performance of B2B sellers. Furthermore, it contributes to an increased understanding of how to structure B2B sellers’ motivations in a six-dimensional framework.
Open Access
Enterprise resource planning and business model innovation: process, evolution and outcome
(Emerald, 2020-06-15) Molina Castillo, Francisco José; Svensson, Göran; Rodríguez Herrera, Rocío; Comercialización e Investigación de Mercados
Purpose The purpose of this paper is to focus on the implementation process of enterprise resource planning (ERP), the evolution of business model innovation (BMI) and the organizational outcome. This research analyses how ERP and BMI are related and, in turn, what is the final the impact on organizational performance. Design/methodology/approach The sample consisted on 104 organizations from different industries, all of which used an ERP software. A structural equation model was used to test the six hypotheses. Findings The results indicate that the BMI constructs considered (i.e. value-generation and organizational complexity) mediate the impact of the ERP constructs (organizational adaptation and organizational resistance), in organizational performance. Successful ERP implementation is not an end itself for this companies, but merely a path and a process for improving the business model with the aim improving performance in the marketplace. Research limitations/implications This study offers a new outlook on how a company should leverage the ERP adaptation, and any resistance in the organization to innovating in the business model. This study is rooted in the evolutionary perspective of BMI, but it also integrates into an overall model other points of view such as the rational positioning view and cognitive view. Practical implications Organizations must understand the ERP flows in depth, each ERP flow is the work result of a multitude of companies over several years. All departments, and in particular the research and development department must participate actively in the ERP implementation. Organised complexity means opportunities for success in the market. Organizations must train their departments in ERP and not just teach them how the ERP works. ERP implementation needs consider improvements to the business model and ultimately the performance, but not separately. Originality/value BMI has received contributions from several domains such as entrepreneurship, management organization and strategic management among others. Nonetheless, the role of ERP in BMI is far from being understood and the few contributions focus only on technology per se. To the best of our knowledge this is the first study that has explored the connections of ERP and BMI and in turn the final outcome in organizational performance.
Open Access
Proposing a sales performance motivational framework for B2B sellers in services firms.
(Elsevier, 2024-01-04) Roberts-Lombard, Mornay; Høgevold, Nils M.; Svensson, Goran; Rodríguez Herrera, Rocío; Comercialización e Investigación de Mercados
This study tests a framework of business-to-business (B2B) sellers’ sales performance motivations in services firms. An exploratory-descriptive research design was used and data was collected from 389 respondents working in the services-orientated business sector of Norway. The study's results verify that B2B service sales are complex contexts and situations for B2B seller services firms and their B2B customers to handle. Many elements are required to reach a final deal. Therefore, services firms must maintain seller motivation throughout the B2B services sales process, which is usually hard and may involve psychological wear-out. Consequently, this study examines and verifies an important area of sales performance indicators, namely B2B sellers’ motivations in services firms, and explains B2B sellers’ intrinsic and extrinsic motivations.
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Digitalization process of complex B2B sales processes. Enablers and obstacles
(Elsevier, 2020-08) Svensson, Göran; Mehl, Erik Jens; Rodríguez Herrera, Rocío; Comercialización e Investigación de Mercados
The purpose of this study is to shed light on the extent to which salespeople use technology throughout complex B2B sales processes. The research on technology in society considers specifically which enablers and obstacles are most prominent in driving the digitalization of complex B2B sales processes. This research applies a post-positivism approach based on a qualitative design, using insights from case studies. Data collection is based on an in-depth series of interviews with salespeople in several companies, in order to collect information about the digitalization of complex B2B sales processes. Findings indicate that a complex B2B sales process is not easily digitalized. On the contrary, there are a number of hurdles to overcome. General results reported contextualize the major specific one, while the specific ones focus on enablers and obstacles in complex B2B sales processes. The research aids our understanding of the process of obtaining valid information in this context. It also helps to classify and organize different kinds of analog and digital sources and channels of information. Provides suggestions for further research. This study proposes using a mixed structure in the sales department to obtain benefits of communication technologies and to use what advantages digitalization provides. This may start by dividing digitalization process into functions and after that, using the remaining possibilities, by territory, accounts or products, depending on the company. The study reveals dimensions (indicators and context) and sub-dimensions (organizational, technological, cultural and security issues) of relevance in the digitalization of complex B2B sales process.
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Assessing corporate planning of future sustainability initiatives in private healthcare organizations
(Elsevier, 2020-12) Svensson, Göran; Wood, Greg; Rodríguez Herrera, Rocío; Comercialización e Investigación de Mercados
Purpose The research objective is to assess the corporate planning of future sustainability initiatives in private healthcare organizations. Design/methodology/approach Private hospital organizations have been selected using a judgmental sampling. A qualitative case study was followed in this research. Findings The findings shed light on corporate planning of future sustainability initiatives in private healthcare organizations. Research limitations/implications The diversity of similarities and differences that has been uncovered between private healthcare organizations on corporate planning, reveals the complexity faced in trying to achieve sector-wide and or industry-wide uniformity of sustainability initiatives. Managerial implications These findings offer opportunities to examine criteria to examine the corporate planning of future efforts and priorities in private healthcare sectors across countries and continents. Originality/value This paper distinguishes between corporate planning approaches in relation to the assessment criteria to examine future sustainability initiatives in private hospitals.
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The mediating role of organizational complexity between enterprise resource planning and business model innovation
(Elsevier, 2020-01) Molina Castillo, Francisco José; Svensson, Göran; Rodríguez Herrera, Rocío; Comercialización e Investigación de Mercados
Almost anyfirm faces a change during its life that requires a redefinition of the business model to be moreinnovative, namely business model innovation (BMI) that designs an architecture to create, capture and delivervalue to customers in the marketplace and society. These changes are a great opportunity to improve revenueand costs, but the associated organizational complexity also has drawbacks, due to the set of interrelationshipsand linkages within thefirm. This situation could be even more relevant forfirms that implement EnterpriseResource Planning (ERP), due to the complexity of the software and also the difficult implementation process inthe organization. In order tofill this gap, this study analyses 104firms that have implemented ERP and dealsimultaneously with BMI. The research objective is therefore to test the role of organizational complexity be-tween ERP and BMI. Specifically, the aim is to test the mediating role of organizational complexity between ERPand BMI. Ourfindings reveal that organizational complexity mediates between ERP and BMI. Important im-plications for researchers and managers are provided to optimize ERP implementation so as to obtain a higherreturn on the costs and revenue associated with BMI.