The role of the sales force in multichannel distribution: Organizational determinants and consequences
Type
conference paper
Date Issued
2009-05-26
Author(s)
Abstract
Companies have to choose not only an appropriate organization of sales force activities but also an optimal level of integration in order to align the sales force with other channels. Based on an exploratory qualitative study, a conceptual model for determining sales force activities is developed and tested empirically. We found a positive impact of using the sales force in a target-oriented way, and strong support that a relational selling strategy enhances the performance of the sales force as well as the total distribution success. Furthermore, we were able to identify channel interference as an important contingency factor for sales force integration.
Language
English
HSG Classification
contribution to scientific community
Refereed
Yes
Publisher
European Marketing Association
Start page
5
Event Title
38th European Marketing Academy (EMAC) Annual Conference
Event Location
Nantes
Event Date
26.-29.05.2009
Subject(s)
Division(s)
Eprints ID
52067
File(s)![Thumbnail Image]()
Name
The role of the sales force in multichannel distribution - Organizational determinants and consequences.pdf
Size
80.25 KB
Format
Adobe PDF
Checksum (MD5)
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