• Emphasis on aligning selling with customer needs and satisfaction through validated Selling Orientation–Customer Orientation (SOCO) concepts, linking orientation to performance outcomes and loyalty; measurement via SOCO scales; antecedents include organizational variables and customer-centric practices [2], [19], [10], [12].

• Relationship selling as a strategic stance in B2B contexts, examining how contextual influences shape adoption, practice, and the shift toward relationship marketing across the early millennium [5], [1], [13].

• Focus on capability development and governance in selling: training impact on activity and performance, salesperson knowledge, and management control/consulting programs shaping outcomes [18], [17], [9], [8].

• Ethics, tactics, and stress in selling, including how SOCO relates to coercive tactics, internalization vs compliance, influence tactics, and emotional intelligence in salesperson outcomes [2], [4], [20], [10].