Creating discursive channels: generating and disseminating impactful research insights into the strategic sales enablement of retail technology

Matteo Montecchi, Francesca Bonetti, Kirk Plangger, Hope Jensen Schau

Research output: Contribution to journalArticlepeer-review

1 Scopus citations


Purpose: To meet the complex technology needs of retail clients, technology providers must work in a close partnership with their clients and co-envisage a strategic vision for the role that technology should play in the client’s value chain. However, many providers lack the sales capabilities needed to do this. This study aims to examine the need for providers to transition from transaction-oriented to solution selling-oriented approaches. To do so, this study explores the impact outcomes of a knowledge-exchange intervention co-designed with a partner from industry. Design/methodology/approach: Building on empirical insights from an ongoing research programme that examines retail technology implementations, this study developed a knowledge exchange intervention consisting of planning discursive channels, co-defining the scope, co-developing knowledge, executing the intervention and assessing impact outcomes. Discursive channels – multi-lateral communication channels that allow researchers to work collaboratively with the research partner and other stakeholders – emerge as a critical knowledge-exchange mechanism to generate impact outcomes. Findings: The knowledge-exchange intervention provides impact by enabling the industry partner to establish cross-functional solutions teams, assess retail clients’ technological needs, aid decision-making, define barriers to implementation and develop a coaching approach to support clients’ technological investments. Impact outcomes vary in magnitude, intensity, scope and duration and can also be unintentional where unplanned changes are embedded into practice. Originality/value: This impact framework offers a roadmap to orchestrate impact outcomes that emerge from academic enquiries.

Original languageEnglish (US)
Pages (from-to)2515-2532
Number of pages18
JournalEuropean Journal of Marketing
Issue number9
StatePublished - Nov 21 2022
Externally publishedYes


  • Discursive channels
  • Impact outcomes
  • Knowledge-exchange intervention
  • Retail technology
  • Sales capabilities
  • Solution selling

ASJC Scopus subject areas

  • Marketing


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