The divergent effects of organizational identification on salesperson and customer outcomes in a friend-selling context

The last decade has witnessed a rapid growth in the number of individuals who sell products and services to their friends. Despite this fast growth, there is scant research on the phenomenon of selling to friends, in general, and on the tension that may arise when salespeople attempt to simultaneously perform the role of salesperson and friend, specifically. To begin to remedy this knowledge gap, we build on transactional models of stress to...