Hogeschool van Amsterdam


The role of Sales in Entrepreneurial Failure

3 years

The personal selling role is a crucial role for owner-managers to let their businesses survive and become successful. Entrepreneurs are often struggling with this role. Based on the (re)analysis of the Fenix data we have concluded that ineffective selling actions contribute to business failure. The reasons are the lack of time and personal selling skills. Furthermore, some owner-managers simply dislike the fact that they have to sell. Based on these results twelve in-depth interviews were held with owner-managers of (b-to-b) SME’s, specifically about their selling role. The data from these interviews are used to understand how owner-managers behave in this role. Because of this dissertation we hopefully gain the lessons the coming years on how owner-managers carry out personal selling activities and what is needed to improve in this role to increase the chance of recovery from difficulties in their existence. The aim is to support (future) entrepreneurs, students in entrepreneurship, policymakers and professionals who are advising entrepreneurs on the cutting edge of Sales and Entrepreneurship.


Maurik Groot (PD)

Published by  Entrepreneurship 11 May 2021