Managing salespeople strategically when promoting new products- incorporating market orientation into a sales management control framework

Annie Chen, Norman Peng, Kuang-Peng Hung

Research output: Contribution to journalArticle

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.
Original languageEnglish
Pages (from-to)147-155
Number of pages9
JournalIndustrial Marketing Management
Volume47
Early online date5 Mar 2015
DOIs
Publication statusPublished - May 2015

Keywords

  • new product sales performance
  • knowledge-based control
  • market orientation
  • sales promotion

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