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)141-149
JournalIndustrial Marketing Management
Volume51
DOIs
Publication statusPublished - 21 May 2015

Fingerprint

Management control
New products
Product market
Market orientation
Salespeople
Sales management
Managers
Innovativeness
Sales performance
Control mechanism
Knowledge-based

Keywords

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

Cite this

@article{f76b8d5deac9481db4da3206dee3f711,
title = "Managing salespeople strategically when promoting new products- incorporating market orientation into a sales management control framework",
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 salesmanagement 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 productsales 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.",
keywords = "new product sales performance, knowledge-based control, market orientation, sales promotion",
author = "Annie Chen and Norman Peng and Kuang-peng Hung",
year = "2015",
month = "5",
day = "21",
doi = "10.1016/j.indmarman.2015.02.041",
language = "English",
volume = "51",
pages = "141--149",

}

Managing salespeople strategically when promoting new products- incorporating market orientation into a sales management control framework. / Chen, Annie; Peng, Norman; Hung, Kuang-peng.

In: Industrial Marketing Management, Vol. 51, 21.05.2015, p. 141-149.

Research output: Contribution to journalArticle

TY - JOUR

T1 - Managing salespeople strategically when promoting new products- incorporating market orientation into a sales management control framework

AU - Chen, Annie

AU - Peng, Norman

AU - Hung, Kuang-peng

PY - 2015/5/21

Y1 - 2015/5/21

N2 - 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 salesmanagement 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 productsales 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.

AB - 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 salesmanagement 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 productsales 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.

KW - new product sales performance

KW - knowledge-based control

KW - market orientation

KW - sales promotion

U2 - 10.1016/j.indmarman.2015.02.041

DO - 10.1016/j.indmarman.2015.02.041

M3 - Article

VL - 51

SP - 141

EP - 149

ER -