Researchers from Oklahoma State University, University of Missouri, Iowa State University, and University of Georgia published a new paper in the Journal of Marketing that investigates the question of how salespeople should balance advocacy for the seller with advocacy for the customer. The study, forthcoming in the Journal of Marketing, is titled “Salesperson Dual Agency in Price Negotiations” and Read more about How should salespeople represent both the seller and the customer when their interests diverge, as in pricing negotiations[…]