Strategic Issue Selling conceptualization and development: literature review and future agenda

Objective: Proactive behavior is one of the main tools for influencing strategy. However, when this influence comes from lower-level individuals in organizations, it tends to be underestimated, requiring better structuring to be effective. The issue selling theory proposed by Dutton and Ashford (1993) addresses this topic. This study aimed to review the literature to demonstrate the current state of the art and create a map of its development. Methodology: This research conducted a structured literature review from the seminal publication (1993) to 2025 using the TCCM (Theory, Context, Characteristics, and Method) framework to breakdown the concepts and systematic literature review to understand its evolution, propose a future research agenda, and make propositions for the theory's development regardless of the field. Originality/Relevance: Since the release of the seminal article, its evolution has been sporadic over time and dispersed across various lines of study, hindering a clear consolidation of the state of the art of this literature, which helps to understand the effects of proactive manager behavior, thus demonstrating the need for this research. Main Results: The results show that fundamental theories (theoretical building blocks) were crucial for the rapid practical development of issue selling theory, but standardization is still needed. I also propose a framework for a processual view of issue selling, suggesting the Attention-Based View as a fourth fundamental theory for understanding issue selling. Theoretical/Methodological Contributions: This research resumes the discussion of issue selling, a theory that helps understand the effects of proactive behavior on business strategy, through the consolidation of its state-of-the-art.