Managing salespeople strategically when promoting new products—Incorporating market orientation into a sales management control framework

CHEN, Annie, PENG, Norman and HUNG, Kuang-Peng (2015). Managing salespeople strategically when promoting new products—Incorporating market orientation into a sales management control framework. Industrial Marketing Management, 47, 147-155.

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Link to published version:: 10.1016/j.indmarman.2015.02.041

Abstract

Salespeople play a pivotal role in promoting new products. Therefore, managers need to know what control mechanism (i.e., output-based control, behavior-based control, or knowledge-based control) can improve their salespeople’s new product sales performance. Furthermore, managers may be able to assist salespeople in performing better by having a strong market orientation. The literature has been inconsistent regarding the effects of sales management control mechanisms and has not yet incorporated market orientation into a sales management control framework. The current study surveyed 315 Taiwanese salespeople from publicly traded electronics companies with the aim of contributing to the sales management literature. The results show that sales management controls can directly affect salespeople’s innovativeness, which, in turn, affects new product sales performance. However, sales management controls cannot affect performance directly. Furthermore, market orientation can positively moderate the relationship between salespeople’s innovativeness and new product sales performance.

Item Type: Article
Research Institute, Centre or Group: Sheffield Business School Research Institute > Marketing and Strategy
Identification Number: 10.1016/j.indmarman.2015.02.041
Depositing User: Annie Chen
Date Deposited: 17 Dec 2015 13:38
Last Modified: 20 Oct 2016 00:15
URI: http://shura.shu.ac.uk/id/eprint/11047

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