Purpose – This paper analyzed the effect of a long-term strategic orientation and selling capability on three selling strategies, and their effect on the social impact of hybrid social enterprises.
Theoretical framework – This study relied on the conceptual effect of a long-term orientation and selling capability on selling strategies, as well as the influence of these on the impact of the social enterprise.
Design/methodology/approach – A quantitative and cross-sectional study was conducted. Telephone and online surveys were used to collect data from 100 sales or general managers in Mexican social enterprises. The partial least squares approach
and bootstrapping re-sampling method were used to test the nine hypotheses posited.
Findings – The results supported seven hypotheses and confirmed that the long-term strategic orientation and selling capability influence the adaptive, customer-oriented and relational selling strategies. Furthermore, of the three
selling strategies studied, only the relational selling strategy increased the impact of the social enterprise.
Practical & social implications of research – This research showed that a focus on a long-term strategic orientation and the development of selling capability was mainly articulated with a relational selling strategy in social enterprises that
seek to achieve a better social impact.
Originality/value – This research contributed to the advancement of knowledge in the field of social enterprise management, as it deepened the understanding of the long-term strategic orientation and selling capabilities and strategies, as key aspects for the generation of a social impact. This study also provided empirical evidence that the relational selling strategy performed a key role in the social impact of the companies studied.
Keywords: Long-term strategic orientation, selling capability, selling strategies, social impact.
If a paper is approved for publication, its copyright has to be transferred by the author(s) to the Review of Business Management – RBGN.
Accordingly, authors are REQUIRED to send RBGN a duly completed and signed Copyright Transfer Form. Please refer to the following template: [Copyright Transfer]
The conditions set out by the Copyright Transfer Form state that the Review of Business Management – RBGN owns, free of charge and permanently, the copyright of the papers it publishes. Although the authors are required to sign the Copyright Transfer Form, RBGN allows authors to hold and use their own copyright without restrictions.
The texts published by RBGN are the sole responsibility of their authors.
The review has adopted the CC-BY Creative Commons Attribution 4.0 allowing redistribution and reuse of papers on condition that the authorship is properly credited.