Deva Rangarajan

Deva Rangarajan is Director of the Sales Excellence Centre at Vlerick Business School, where he teaches in all the programme formats. His research and teaching are mainly focused on the areas of sales force management and customer experience management. Deva has experience in offering customised programmes for Atlas Copco, AGC,Vesuvius, KBC, BNP Paribas, Belfius, SWIFT, 3M, Umicore, Electrabel, Johnson Controls, Doosan, Daikin and Eandis among others. He is also currently working on setting up a sales role-play competition for the young graduates of Vlerick.

In 2012 Deva was granted the IBM Faculty Award in the expertise domain of Sales and Marketing for his work on sales especially focusing on solution selling. This sales technique focuses on offering solutions rather than highlighting the product features.

Expert in
Sales Team Learning
Marketing & Sales
Customer Experience Management
Servitisation of Product Companies
The move from Product Selling to Solution Selling
Managing the Sales Force
Marketing of Services
Customer Co-creation of Services


Professor Rangarajan is Professor and Partner at Vlerick Business School. He holds a PhD in Marketing (C. T. Bauer College of Business, University of Houston) and a Bachelor's degree in Mechanical Engineering (University of Madras). In 2003 he was awarded "the AMA Sales SIG Doctoral Dissertation Award" by the Direct Selling Educational Foundation and "the Direct Selling Educational Foundation Award for Doctoral Research" at the National Conference in Sales Management. His research interests focus on sales team composition, sales team effectiveness and sales team learning. In 2012  Deva  was granted the IBM Faculty Award in the expertise domain of Sales and Marketing for his work on sales especially focusing on solution selling. This sales technique focuses on offering solutions rather than highlighting the product features.



Articles in refereed journals with impact

  • Paesbrugghe B. Rangarajan D. Syam N. Jha S.  forthcoming. Purchasing-Driven Sales: Matching Sales Strategies to the Evolution of the Purchasing Function. Industrial Marketing Management,

  • Rangarajan D.  forthcoming. Strategic Personal Branding – And How it Pays Off. Business Horizons,

  • Verleye K. Gemmel P. Rangarajan D.  forthcoming. Engaged Customers as Job Resources or Demands for Frontline Employees?. Journal of Service Theory and Practice,

  • Dubois Gelb B. Rangarajan D.  2014. Employee Contributions to Brand Equity. California Management Review, 56(2 (Winter)): 95-112.

  • Verleye K. Gemmel P. Rangarajan D.  2014. Managing Engagement Behaviors in a Network of Customers and Stakeholders: Evidence from the Nursing Home Sector. Journal of Service Research, 17(1): 68-84.

  • Muylle S. Dawar N. Rangarajan D.  2012. B2B Brand Architecture. California Management Review, 54(2 (Winter)): 58-71.

  • De Clercq D. Rangarajan D.  2008. The role of perceived relational support in entrepreneur-customer dyads. Entrepreneurship: theory and practice, 32(4): 659-683.

  • Srivastava R. Rangarajan D.  2008. Understanding the salespeople's "feedback-satisfaction" linkage: What role does job perceptions play?. Journal of Business and Industrial Marketing, 23(3)

  • Vandaele D. Rangarajan D. Gemmel P. Lievens A.  2007. How to govern business services exchanges: contractual and relational issues. International Journal of Management Reviews, 9(3): 237-258.

  • Weijters B. Rangarajan D. Falk T. Schillewaert N.  2007. Determinants and outcomes of customers' use of self-service technology in a retail setting. Journal of Service Research, 10(1): 3-21.

  • Jones E. Chono L. Rangarajan D. Roberts J.  2007. The role of overload on job attitudes, turnover intentions, and salesperson performance. Journal of Business Research, 60(7): 663-671.

  • De Wulf K. Schillewaert N. Muylle S. Rangarajan D.  2006. The role of pleasure in web site success. Information and Management, 43(4): 434-446.

  • Rangarajan D. Jones E. Wynne C.  2005. Impact of sales force automation on technology-related stress, effort, and technology usage among salespeople. Industrial Marketing Management, 34(4): 345-354.

  • Rangarajan D. Chonko L. Jones E. Roberts J.  2004. Organizational variables, sales force perceptions of readiness for change learning, and performance among boundary-spanning teams: a conceptual framework and propositions for research. Industrial Marketing Management, 33(4): 289-305.

  • Srivastava R. Rangarajan D.  . The mediating effect of job perceptions on the feedback-satisfaction linkage. Journal of Business and Industrial Marketing,

Book Chapters

  • Muylle S. Rangarajan D.  2005. Electronische aan- en verkoop: blind date?. In: Ed. Management Jaarboek (pp. 83-85).

  • Rangarajan D. Muylle S.  2005. Enkel prijs brengt geld in het laatje. In: Ed. Management Jaarboek 2005 Lead-In.

  • Muylle S. Rangarajan D.  2004. Sales teams: één voor allen, allen voor één!. In: Ed. Management Jaarboek 2004 (pp. 62-64). Lead-In.

Conference Presentations

  • Paesbrugghe B. Rangarajan D.  2015. The End of Avoiding Procurement in a Buyer-Seller Relationship: a Qualitative Study from an Empowered Buyer's Perspective. Paper presented at EMAC 2015 - 44th Annual Conference of the European Marketing Academy, May 26-29, Leuven, Belgium.

  • Rangarajan D. Bouters R. Weijters B. Paesbrugghe B.  2015. Sales And Operation Integration: The Role Of Collaboration And Alignment. Paper presented at GSSI 2015 - 9h Annual Conference Global Sales Science Institute, June 12-15, Hiroshima, Japan.

  • Verleye K. Gemmel P. Rangarajan D.  2012. Designing Service Interfaces in Co-Creation Situations. Paper presented at La Londe Conference, May 29-June 1, France.

  • Verleye K. Gemmel P. Rangarajan D.  2011. Why indirect customers deserve managers' attention: a quantitative and qualitative study on indirect customer engagement behavior. Paper presented at QUIS Conference 2011, New York,

  • Schillewaert N. Weijters B. Rangarajan D.  2005. An Attitudinal Model of Self-Service Technology: Moderating Effects of Social Demographics. Paper presented at 34th EMAC Annual Conference 2005, May 24-27, Milan, Italy.

  • Rangarajan D. Muylle S.  2005. Sales team effectiveness: A conceptual model. Paper presented at 34th EMAC Annual Conference 2005, May 24-27, Milan, Italy.

  • Rangarajan D. Srivastava R.  2004. Role of job perceptions on the feedback satisfaction linkage. Paper presented at National Conference in Sales Management (NCSM), April 14-17, Reno, NV, United States.

  • Rangarajan D.  2004. The mediating roles of work involvement and job challenge in the feedback performance relationship of salespeople. 

  • Rangarajan D.  2003. Impact of sales force automation technology on salespeople: role of stress. Paper presented at National Conference in Sales and Sales Management, April 10-12, Cincinnati, Ohio, United States.

  • Rangarajan D.  2003. Salesperson Usage of Technology: Going Beyond TAM. Paper presented at American Marketing Association Sales SIG, February 13-15, Orlando, Florida, United States.

  • Rangarajan D.  2002. A Dual Process Model of Technology Adoption by the Sales Force. Paper presented at National Conference in Sales Management, April 4-6, Atlanta, Georgia, United States.

  • Rangarajan D. Jones E.  2001. Antecedents of Sales Team Effectiveness. Paper presented at 2001 National Conference in Sales Management, March 29-31, Dallas, TX, United States.

Research reports

  • Debruyne M. Rangarajan D. Baert C.  2012. From caterpillar to butterfly. How to transform your business model to turn into a solution provider. Flanders DC. (82 p.)

  • Cools E. Van den Broeck H. Vermeulen S. Crijns H. Rangarajan D.  2007. Hoe ondernemers in Vlaanderen opportuniteiten identificeren: een rapport met tips en tools voor de ondernemers in de praktijk. Flanders DC. (159 p.)

Vlerick cases

  • De Cock F. Rangarajan D.  2012. Value Added Services at ABC Industries - part A. ECCH Case Study. Reference no. 512-018-1 (C) + 512-018-8 (TN).

  • De Cock F. Rangarajan D.  2012. Value Added Services at ABC Industries - Part B. ECCH Case Study. Reference no. 512-019-1 (C) + 512-018-8 (TN).

  • Rangarajan D.  2012. Distributor Management at Atlas Copco. ECCH Case Study. Reference no. 512-027 (C) + 512-027-8 (TN).

  • Rangarajan D. Lubner G.  2011. Delivering Exceptional Service: The Belron® Experience. ECCH Case Study. Reference no. 511-080-1 (C) + 511-080-8 (TN).

  • Muylle S. Rangarajan D. Dom A.  2007. 3M Automotive Aftermarket Division. ECCH Case Study. Reference no. 508-009-1 (C) + 508-009-8 (TN).

Vlerick working papers

  • Weijters B. Schillewaert N. Rangarajan D. Falk T.  2005. Customers' usage of self service technology in a retail setting. 2005/19 (37p.).