Research
This is a showcase of the thought leadership from ECU’s faculty and students in the areas of sales, marketing, and technology innovation. Explore published articles, research projects, and abstracts that advance sales education and practice.
By Michael Rodriguez, PhD; Scott Cohen; Dena Breece; Chelsea Schrader
Abstract: With the exodus of accounting professionals due to retirement, firms are challenged to replace skilled employees with a newer generation, Millennials and Generation Z (CPA Practice Advisor, 2024). To bridge the gap, the authors explore how soft skills (communication and relationship management) are necessary for newer accounting professionals to not only fill the talent gap but also help them be promoted to senior-level positions in their firms. Using Human Capital Theory (HCT) as our foundation, a content analysis using responses from 30 accounting leaders found unique skills such as communication, presentation, and relationship building are crucial in the development of an accounting professional to be promoted to partner. Based on the analysis and the literature review, we propose a conceptual framework that includes these constructs which are outside the usual characteristics of accountants. We propose that these soft skills, though outside the scope of most accounting curricula, will play an important role in today’s accounting professional’s career development and career progression.
Abstract: With the exodus of accounting professionals due to retirement, firms are challenged to replace skilled employees with a newer generation, Millennials and Generation Z (CPA Practice Advisor, 2024). To bridge the gap, the authors explore how soft skills (communication and relationship management) are necessary for newer accounting professionals to not only fill the talent gap but also help them be promoted to senior-level positions in their firms. Using Human Capital Theory (HCT) as our foundation, a content analysis using responses from 30 accounting leaders found unique skills such as communication, presentation, and relationship building are crucial in the development of an accounting professional to be promoted to partner. Based on the analysis and the literature review, we propose a conceptual framework that includes these constructs which are outside the usual characteristics of accountants. We propose that these soft skills, though outside the scope of most accounting curricula, will play an important role in today’s accounting professional’s career development and career progression.
By Michael Rodriguez, PhD & Kevin J. Trainor
Abstract: As the adoption of Generative Artificial Intelligence (GenAI) gains momentum in both academic institutions and the business sector, the imperative for future sales professionals to harness technologies like ChatGPT is becoming increasingly pronounced within marketing curricula. This paper introduces an experiential learning innovation that empowers sales students to utilize GenAI effectively within the sales process, focusing on the nuanced art of “prompt engineering.” This technique involves crafting specific inputs to elicit desired outputs from an AI model, a skill vital for navigating the complexities of modern sales environments. The authors detail a structured experiential learning exercise, highlighting how students were tasked with refining their prompts to achieve more precise outcomes in several stages of the sales process. This hands-on approach not only bridges the Theory-Practice Gap by grounding students in both the theoretical underpinnings and practical applications of Generative AI but also underscores the relevance of generative AI in
the marketing curriculum. We also employ Algorithmic and Data Dependency Theories in evaluating the role of GenAI in sales education. Participant feedback underscores significant gains in understanding and applying GenAI in sales, affirming the curriculum’s role in equipping a future-ready salesforce. The paper concludes with insights into the ongoing integration of GenAI into sales education, advocating for a curriculum that is both technologically advanced and practically Oriented.
Abstract: As the adoption of Generative Artificial Intelligence (GenAI) gains momentum in both academic institutions and the business sector, the imperative for future sales professionals to harness technologies like ChatGPT is becoming increasingly pronounced within marketing curricula. This paper introduces an experiential learning innovation that empowers sales students to utilize GenAI effectively within the sales process, focusing on the nuanced art of “prompt engineering.” This technique involves crafting specific inputs to elicit desired outputs from an AI model, a skill vital for navigating the complexities of modern sales environments. The authors detail a structured experiential learning exercise, highlighting how students were tasked with refining their prompts to achieve more precise outcomes in several stages of the sales process. This hands-on approach not only bridges the Theory-Practice Gap by grounding students in both the theoretical underpinnings and practical applications of Generative AI but also underscores the relevance of generative AI in
the marketing curriculum. We also employ Algorithmic and Data Dependency Theories in evaluating the role of GenAI in sales education. Participant feedback underscores significant gains in understanding and applying GenAI in sales, affirming the curriculum’s role in equipping a future-ready salesforce. The paper concludes with insights into the ongoing integration of GenAI into sales education, advocating for a curriculum that is both technologically advanced and practically Oriented.
By Michael Rodriguez, PhD; Dawn R. Deeter-Schmelz Corresponding Author; Michael T. Krush
Abstract: Purpose –This paper aims to address the research gap in the use of Generative AI (GenAI) technology by empirically testing a model that explores the effects of upper management support and technology self-efficacy on GenAI technology use and its impact on sales outcomes. Design/methodology/approach – The sample consisted of sales representatives from a health-care company that used GenAI as part of their sales process. The pretest included in-depth interviews and feedback from leadership to develop a preliminary questionnaire, followed by a survey assessmentwith a pilot sample. The main study used an online survey distributed to a larger sample. Data were analyzed using partial least squares (PLS). Findings – The results indicate that GenAI technology has a positive impact on the effectiveness of the sales process, administrative efficiency and sales performance. Furthermore, upper management support influences the use of GenAI technology and positively moderates the relationship between technology self-efficacy and the use of GenAI technology. Research limitations/implications – Drawing on the Technology Acceptance Model (TAM), the study contributes to existing research by empirically testing the value of GenAI in enhancing sales process effectiveness, administrative efficiency and sales performance. The study focuses on a single health-care company, which may limit its generalizability to other health-care companies. Additionally, it relies on self-reported data from sales professionals. Practical implications – The findings underscore the significance of upper management support in successfully adopting and using GenAI technology within the B2B sales process. Originality/value –This study addresses a significant research gap by empirically testing a model that examines the use of GenAI technology. It extends prior studies on AI in sales by investigating the underexplored domain of GenAI and highlights the impact of GenAI on key sales outcome variables.
Abstract: Purpose –This paper aims to address the research gap in the use of Generative AI (GenAI) technology by empirically testing a model that explores the effects of upper management support and technology self-efficacy on GenAI technology use and its impact on sales outcomes. Design/methodology/approach – The sample consisted of sales representatives from a health-care company that used GenAI as part of their sales process. The pretest included in-depth interviews and feedback from leadership to develop a preliminary questionnaire, followed by a survey assessmentwith a pilot sample. The main study used an online survey distributed to a larger sample. Data were analyzed using partial least squares (PLS). Findings – The results indicate that GenAI technology has a positive impact on the effectiveness of the sales process, administrative efficiency and sales performance. Furthermore, upper management support influences the use of GenAI technology and positively moderates the relationship between technology self-efficacy and the use of GenAI technology. Research limitations/implications – Drawing on the Technology Acceptance Model (TAM), the study contributes to existing research by empirically testing the value of GenAI in enhancing sales process effectiveness, administrative efficiency and sales performance. The study focuses on a single health-care company, which may limit its generalizability to other health-care companies. Additionally, it relies on self-reported data from sales professionals. Practical implications – The findings underscore the significance of upper management support in successfully adopting and using GenAI technology within the B2B sales process. Originality/value –This study addresses a significant research gap by empirically testing a model that examines the use of GenAI technology. It extends prior studies on AI in sales by investigating the underexplored domain of GenAI and highlights the impact of GenAI on key sales outcome variables.
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