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

Chen, A; Peng, NS; Hung, K

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.

Citation

products : incorporating market orientation into a sales management control framework. Industrial Marketing Management, 47, 147-155. https://doi.org/10.1016/j.indmarman.2015.02.041

• Journal Article Type: Article
• Acceptance Date: Jan 26, 2015
• Online Publication Date: Mar 5, 2015
• Publication Date: May 1, 2015
• Deposit Date: Jul 22, 2015
• Journal: Industrial Marketing Management
• Print ISSN: 0019-8501
• Publisher: Elsevier
• Peer Reviewed: Peer Reviewed
• Volume: 47
• Pages: 147-155
• DOI: https://doi.org/10.1016/j.indmarman.2015.02.041
• Publisher URL: http://dx.doi.org/10.1016/j.indmarman.2015.02.041
• Related Public URLs: http://www.journals.elsevier.com/industrial-marketing-management
• Additional Information: Funders : Ministry of Science and Technology of Taiwan (ROC); Grant Number: NSC 101-2410-H-130-005