Strategic Issue Selling conceptualization and development: literature review and future agenda

Renato de Souza- Santos

doi:10.5585/2025.26978

Authors

Renato de Souza- Santos Escola de Administração de Empresas – Fundação Getulio Vargas - FGV-EAESP, São Paulo, Brasil https://orcid.org/0000-0002-1759-5640

DOI:

https://doi.org/10.5585/2025.26978

Keywords:

proactive behavior, issue selling, strategic influence, attention-based view

Abstract

Objective: Proactive behavior is one of the main tools for influencing strategy. However, when this influence comes from lower-level individuals in organizations, it tends to be underestimated, requiring better structuring to be effective. The issue selling theory proposed by Dutton and Ashford (1993) addresses this topic. This study aimed to review the literature to demonstrate the current state of the art and create a map of its development.

Methodology: This research conducted a structured literature review from the seminal publication (1993) to 2025 using the TCCM (Theory, Context, Characteristics, and Method) framework to breakdown the concepts and systematic literature review to understand its evolution, propose a future research agenda, and make propositions for the theory's development regardless of the field.

Originality/Relevance: Since the release of the seminal article, its evolution has been sporadic over time and dispersed across various lines of study, hindering a clear consolidation of the state of the art of this literature, which helps to understand the effects of proactive manager behavior, thus demonstrating the need for this research.

Main Results: The results show that fundamental theories (theoretical building blocks) were crucial for the rapid practical development of issue selling theory, but standardization is still needed. I also propose a framework for a processual view of issue selling, suggesting the Attention-Based View as a fourth fundamental theory for understanding issue selling.

Theoretical/Methodological Contributions: This research resumes the discussion of issue selling, a theory that helps understand the effects of proactive behavior on business strategy, through the consolidation of its state-of-the-art.

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Author Biography

Renato de Souza- Santos, Escola de Administração de Empresas – Fundação Getulio Vargas - FGV-EAESP, São Paulo, Brasil

Doutor e mestre em Administração de Empresas pela FGV EAESP, com bacharelado em Administração pela Faculdade Impacta. Atua na área de pesquisa em empreendedorismo, inovação e ação estratégica. Possui experiência profissional no setor financeiro, com passagem por empresas de pequeno, médio e grande porte. Desenvolve atividades acadêmicas voltadas à formação superior em negócios e tecnologia.

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