"Your most unhappy customers are your greatest source of learning."
~Bill Gates

The Customer is Always King. The Customer is Always Right. We hear so much about consumerism and the 'customer-first' economy. This is a major departure from traditional economics and business models. Colin's work in this area explores the juggling act that front-line employees manage while serving the demands (wants/needs) of multiple stakeholders. Things get interesting when those wants and needs are misaligned or even compete with one another.

Western Decision Sciences Institute Conference

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Marketing & Public Policy Conference

Frontline Strategy Publications

1. Vieira, Valter Afonso, Valter Faia, Juliano Domingues de Silva, and Colin B. Gabler (2024), "Drivers of Industrial Sales Performance in the Agent-Buyer Chat Channel: The Role of Social and Functional Content, Message Valence, and Synchronicity," Journal of Retailing and Consumer Services, forthcoming.
2. Gabler, Colin B., and Ashish Kalra (2024), "How Ethical Leaders Foster Salesperson Creativity: Exploring the Roles of Social Power, Job Autonomy, and Internal Competitive Work Environment," Journal of Marketing Theory and Practice, forthcoming.
3. de Silva, Valter F., Vieira, Valter A., and Colin B. Gabler (2023), "There's No 'I' in Team: Aligning Self- and Group-Efficacy to Optimize the Effects of Support on Sales Outcomes," Journal of Personal Selling & Sales Management, 1-29.
4. Gleim, Mark, Heath McCullough, O.C. Ferrell, and Colin B. Gabler (2024), "Metaverse: Shifting the Reality of Services," Journal of Services Marketing, 38 (1), 13-27.
5. Gabler, Colin B., V. Myles Landers, and Omar Itani (2023), "Sustainability and professional sales: a review and future research agenda," Journal of Personal Selling & Sales Management, forthcoming
6. Gabler, Colin B., Omar Itani, and Raj Agnihotri (2023), "Activating Corporate Environmental Ethics on the Frontline: A natural resource-based view," Journal of Business Ethics, 186 (1), 63-86.
7. Vieira, Valter A., Marcos Sevro, Colin B. Gabler, Ricardo Limongi, Milena Costa, and Miriam Pires (2021), "Optimizing Digital Marketing and Social Media Strategy: From Push to Pull to Performance," Journal of Marketing Management, 38 )7-8), 709-739.
8. Vieira, Valter A., Valter da Silva Faia, Colin B. Gabler, and Rosinaldo Nunes Cardoso (2020), "The Impact of Intuition and Deliberation on Acquisition-Retention Ambidexterity and Sales Performance: Comparing the Dual-Process and Uni-Process Models," Journal of Personal Selling & Sales Management, 41 (1), 56-69.
9. Rapp, Adam A., Colin B. Gabler, and Jessica Ogilvie (2020), "A Holistic Perspective of Sales Research: Areas of Consideration to Develop More Comprehensive Conceptual and Empirical Frameworks," Journal of Personal Selling & Sales Management, 40 (4), 227-233.
10. Gabler, Colin B., V. Myles Landers, and Adam Rapp (2020), "How Perceptions of Firm Environmental and Social Values Influence Frontline Employee Outcomes," Journal of Services Marketing, 34 (7), 999-1011.
11. Rostami, Amin, Colin B. Gabler, and Raj Agnihotri (2019), "Under Pressure: The Pros & Cons of Putting Time Pressure on your Salesforce," Journal of Business Research (forthcoming).
12. Gabler, Colin B., Valter Afonso Vieira, Karin Borges Senra, and Raj Agnihotri (2019), "Measuring and Testing the Impact of Interpersonal Mentalizing Skills on Retail Sales Performance," Journal of Personal Selling & Sales Management, (forthcoming).
13. Vieira, Valter Afonso, Juliano Domingues, and Colin B. Gabler (2019), "Overcoming Over-Identification: The Power of Organizational Prestige in Optimizing Sales Performance," Marketing Intelligence & Planning, 37 (3), 258-270.
14. Gabler, Colin B., Adam Rapp, R. Glenn Richey, and Frank G. Adams (2018), "Can Service Climate Detract from Employee Performance: The Role of Experience in Optimizing Satisfaction and Sales Performance," Decision Sciences, 49 (1), 7-24.
15. Gabler, Colin B., Jessica Ogilvie, Adam A. Rapp, and Daniel Bachrach (2017), "Is there a Dark Side of Ambidexterity? Implications of Dueling Sales and Service Orientations," Journal of Service Research, 20 (4), 379-392.
16. Gabler, Colin B., Raj Agnihotri and Omar Itani (2017), "Can Salesperson Guilt Lead to More Satisfied Customers? Findings from India," Journal of Business and Industrial Marketing, 32 (7), 951-961.
17. Agnihotri, Raj, Fernando Jamarillo, Colin B. Gabler, Omar Itani, and Michael Krush (2017), "Salesperson Ambidexterity and Customer Satisfaction: Examining the Role of Customer Demandingness, Adaptive Selling, and Role Conflict," Journal of Personal Selling & Sales Management, 37 (1), 27-41.
18. Agnihotri, Raj, Valter Alfonso Vieira, Karin Borges Senra, and Colin B. Gabler (2016), "Examining the Impact of Salesperson Interpersonal Mentalizing Skills on Performance: The Role of Attachment Anxiety and Subjective Happiness," Journal of Personal Selling & Sale Management, 16 (2), 174-189, special issue on Emerging Economies.
19. Gabler, Colin B. and Ronald Paul Hill (2015), "Abusive Supervision, Distributive Justice, and Work-Life Balance: Perspectives from Salespeople and Sales Managers," Journal of Personal Selling & Sale Management, 35 (3), 247-261.
20. Gabler, Colin B., Adam Rapp and R. Glenn Richey (2014), “The Effect of Environmental Orientation on Salesperson Effort and Participation: The Moderating Role of Organizational Identification,” Journal of Personal Selling & Sales Management, 34 (3), 173-187.
21. Agnihotri, Raj, Adam Rapp, James ‘Mick’ Andzulis and Colin B. Gabler (2014), “Examining the Drivers and Performance Implications of Boundary Spanner Creativity,” Journal of Service Research, 17 (2), 164-181.
22. Gabler, Colin B., Katy Nagy and Ronald Paul Hill (2014), “Abusive Leadership in Sales Organizations: Antecedents and Consequences,” Psychology & Marketing, 31 (4), 278-293.