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Relationships that Expand Markets: Commercial Development and Market Expansion through Relationships
Subject area: Management and Commerce · Area of research: Technology
Abstract
This essay discusses sustainable commercial development as the result of a deliberate combination of opening new markets, strengthening presence where the company already operates, close coaching of sales teams and continuous training. Drawing on the strategy and relationship-marketing literature published up to 2023 and on the author's professional experience in commercial management, territorial expansion and coordination of sales promoters, the text argues that structured relationships — with clients, institutional partners and the company's own teams — are a strategic resource that is hard to imitate and therefore a source of lasting competitive advantage. It presents a map of growth options, a method for client visits, a reflection on the limits of sales-force reach, feedback and training practices, and a virtuous growth cycle, together with indicators for management.
Keywords
commercial development, competitive advantage, market expansion, relationship marketing, sales team management, sales-force reach, training
References
[1] Ansoff, H. I. (1957). Strategies for diversification. Harvard Business Review, 35(5), 113–124.
[2] Barney, J. (1991). Firm resources and sustained competitive advantage. Journal of Management, 17(1), 99–120.
[3] Grönroos, C. (1994). From marketing mix to relationship marketing: Towards a paradigm shift in marketing. Management Decision, 32(2), 4–20.
[4] Kirkpatrick, D. L., & Kirkpatrick, J. D. (2006). Evaluating training programs: The four levels (3rd ed.). Berrett-Koehler.
[5] Kotler, P., & Keller, K. L. (2019). Administração de marketing [Marketing management] (15th ed.). Pearson.
[6] Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20–38.
[7] Reichheld, F. F. (2003). The one number you need to grow. Harvard Business Review, 81(12), 46–54.
[8] Zoltners, A. A., Sinha, P., & Lorimer, S. E. (2009). Building a winning sales force: Powerful strategies for driving high performance. AMACOM.
How to cite this paper
@article{1724179,
author = {Regiane Aparecida de Castro},
title = {Relationships that Expand Markets: Commercial Development and Market Expansion through Relationships},
journal = {Iconic Research And Engineering Journals},
year = {2023},
volume = {7},
number = {6},
pages = {703-709},
issn = {2456-8880},
url = {https://www.irejournals.com/formatedpaper/1724179.pdf},
abstract = {This essay discusses sustainable commercial development as the result of a deliberate combination of opening new markets, strengthening presence where the company already operates, close coaching of sales teams and continuous training. Drawing on the strategy and relationship-marketing literature published up to 2023 and on the author's professional experience in commercial management, territorial expansion and coordination of sales promoters, the text argues that structured relationships — with clients, institutional partners and the company's own teams — are a strategic resource that is hard to imitate and therefore a source of lasting competitive advantage. It presents a map of growth options, a method for client visits, a reflection on the limits of sales-force reach, feedback and training practices, and a virtuous growth cycle, together with indicators for management.},
keywords = {commercial development, competitive advantage, market expansion, relationship marketing, sales team management, sales-force reach, training},
month = {December},
}