Challenger sale: a dynamic method for customer engagement and value creation in business-to-business relationships

Talaibek D Osmonbekov, Brent Adamson, Matthew Dixon

Research output: Contribution to journalArticle

1 Scopus citations


Purpose: The purpose of this paper is to further explicate the notion of challenger sale. Design/methodology/approach: The method used for this article is a personal interview. Findings: The interview provides readers with insights and explanations of the challenger sale method from the authors of the book. Originality/value: The interview allows the readers to learn directly from the authors of the methodology.

Original languageEnglish (US)
JournalJournal of Business and Industrial Marketing
StateAccepted/In press - Jan 1 2018



  • Business strategy
  • Business-to-business marketing
  • Challenger sale
  • Selling

ASJC Scopus subject areas

  • Business and International Management
  • Marketing

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