<span>Succeeding in a business-to-business context requires sellers to clearly articulate the business value of their relationships to their customers. To achieve this, salespeople often have to overcome the internal shortcomings of their organization. This research proposes to study how salespeople handle business opportunities and develop proposals that bridge an organization’s offerings to their customers’ expectations. The goal of the research is to develop insights into how salespeople vary their work processes to overcome any organizational </span><span>challenges they may face. The research suggests sales opportunity crafting, which is an extension of the job crafting concept applied to the marketing domain, allows salespeople to selectively employ pre-established routines or improvise a task by reconfiguring its boundaries- physically, cognitively, and relationally. This research posits that the improvisation levels used by salespeople are determined collectively by their cognitive assumptions about the customer’s needs and their interaction levels with the customer.Doctorate of Management Programs</span>
