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The relationship between digital solution selling and value-based selling: a motivation-opportunity-ability (MOA) perspective by Paolo Guenzi; Edwin J. Nijssen is a Business, Management and Accounting article available to read on EtoBox.

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## Purpose Value-based selling (VBS) is increasingly a key success factor in business to business (B2B) settings, but its relationship with digital solutions selling (DSS) has not been explored. This study aims to develop a motivation-opportunity-ability (MOA)-based model that shows how an individual salesperson’s task-specific motivation to implement DSS affects personal capabilities to engage in DSS-related internal coordination, customer networking and ultimately VBS behavior. The authors also account for the supervisor’s DSS-focused behavioral control as the opportunity variable, potentially influencing all other variables in the framework. ## Design/methodology/approach The authors test the model and hypotheses using data of 178 salespeople from a B2B company growing its digital solutions business. Path modeling and SmartPLS software are used to estimate the model. ## Findings The results demonstrate the key importance of DSS implementation motivation to implement VBS. The findings emphasize the mediating role of salespeople’s ability to collaborate with colleagues and engage in customer networking to configure the right idiosyncratic digital solutions and demonstrate these so

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Author

Paolo Guenzi; Edwin J. Nijssen

Publisher

Emerald

Published

2022

Language

EN

Field

Business, Management and Accounting (Social Sciences)