chapter  11
22 Pages


Our discussion throughout this book has focused on the topic of selling and sales management. Based on the X-Be framework, a comprehensive roadmap to effectively manage the sales activities from the low-level interactions between the involved people all the way to the overall and strategic planning of corporate sales was presented. But, when we were developing the ideas that underlie this framework and the corresponding roadmap, our thoughts were not limited to selling. They were much broader than that, as they were concerned with the fundamentals of reward-oriented behaviors in social interactions in general. As discussed in social exchange theory, the analysis of these behaviors can further refine our understanding of a variety of social situations in which exchange takes place. We wanted to gain some insights into the intrinsic characteristics of social interactions, and we wanted to do it by imposing the principle of parsimony on us.