CConceptualización y desarrollo de Strategic Issue Selling: revisión de la literatura y agenda futura
DOI:
https://doi.org/10.5585/2025.26978Palabras clave:
comportamiento proactivo, venta de ideas, influencia estratégica, visión basada en la atenciónResumen
Objetivo: Entre las principales herramientas para influir en la estrategia se encuentra el comportamiento proactivo. Sin embargo, cuando esta influencia proviene de personas de nivel inferior en las organizaciones, tiende a ser subestimada, requiriendo una mejor estructuración para ser efectiva. La teoría de issue selling propuesta por Dutton & Ashford (1993) aborda este tema. El objetivo de esta investigación es revisar esta literatura para demostrar el estado actual del arte y crear un mapa a través de su desarrollo.
Metodología: En esta investigación, se llevó a cabo una revisión estructurada de la literatura desde la publicación seminal (1993) hasta 2025 utilizando el marco TCCM (Teoría, Contexto, Características y Método) para desglosar los conceptos, y una revisión sistemática de la literatura para comprender su evolución, proponer una agenda de investigación futura y hacer proposiciones para la evolución de la teoría independientemente del campo.
Originalidad/Relevancia: Desde el lanzamiento del artículo seminal, su evolución ha sido esporádica en el tiempo y dispersa entre diversas líneas de estudio, dificultando una consolidación clara del estado del arte de esta literatura, que ayuda a comprender los efectos del comportamiento proactivo de los gerentes, demostrando la necesidad de esta investigación.
Principales Resultados: Los resultados muestran que las teorías fundamentales (theoretical building blocks) fueron cruciales para el rápido desarrollo práctico de la teoría de issue selling, pero aún requiere estandarización. También propongo un marco para una visión procesual de issue selling sugiriendo la Attention-Based View como una cuarta teoría fundamental para entender issue selling.
Contribuciones Teóricas/Metodológicas: Esta investigación retoma la discusión sobre issue selling, una teoría que ayuda a comprender los efectos del comportamiento proactivo en la estrategia empresarial, a través de la consolidación de su estado del arte.
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