A permaculture primer: Using eco-theory to promote knowledge acquisition, dissemination and use in the sales organization

Responding to evidence in Dixon and Adamson's (2011) “Challenger Sale” that the sales management system employed by most of today's sales organizations failed to detect and respond to significant changes in the sales environment years ago, this research examines the concept of sales system sustainability. Borrowing from the field of eco-science where the concept of sustainability has been largely developed, this theoretical research introduces Holmgren's (2002) permaculture principles to the sales literature and offers a conceptual application of these principles in the context of industrial selling. It posits that application of these principles will aid the sales organization's acquisition, dissemination and application of knowledge, effectively positioning the organization for greater endurance and sustainability going forward. In addition to offering managerial implications throughout, this paper concludes by providing a road map for future research inquiry.