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

Chen, A, Peng, NS and Hung, K 2015, 'Managing salespeople strategically when promoting new products : Incorporating market orientation into a sales management control framework' , Industrial Marketing Management, 47 , pp. 147-155.

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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
Schools: Schools > Salford Business School > Business and Management Research Centre
Journal or Publication Title: Industrial Marketing Management
Publisher: Elsevier
Refereed: Yes
ISSN: 0019-8501
Related URLs:
Funders: Ministry of Science and Technology of Taiwan (ROC)
Depositing User: Dr. Norman Peng
Date Deposited: 22 Jul 2015 09:02
Last Modified: 29 Oct 2015 00:46
URI: http://usir.salford.ac.uk/id/eprint/35898

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