Sales Force Performance: A Typology and Future Research Priorities

ISBM BUSINESS-TO-BUSINESS MARKETING HANDBOOK, Gary L. Lilien and Rajdeep Grewal, eds., Edward Elgar Publishing, 2011

39 Pages Posted: 3 Apr 2011

See all articles by Michael Ahearne

Michael Ahearne

University of Houston - C.T. Bauer College of Business

Son K. Lam

University of Georgia - Department of Marketing

Date Written: April 2, 2011

Abstract

Sales force performance is predominant in the B2B marketing literature. This chapter reviews how sales force performance has been defined, operationalized and measured. By providing a typology of sales force performance along two dimensions - namely positive versus negative performance and behavioral versus outcome performance - we outline some important gaps in this body of literature and propose avenues for further research. Much emphasis is placed on contemporary topics that are managerially relevant, including team selling, sales force performance during times of change and salespeople as brand ambassadors. We also provide brief methodological notes for exploring these topics.

Keywords: sales force performance, in-role and extra-role performance, positive and negative performance, behavior- and outcome-based control systems, sales teams, multilevel analysis, internal marketing

JEL Classification: M30, M31, M10, M13

Suggested Citation

Ahearne, Michael and Lam, Son K., Sales Force Performance: A Typology and Future Research Priorities (April 2, 2011). ISBM BUSINESS-TO-BUSINESS MARKETING HANDBOOK, Gary L. Lilien and Rajdeep Grewal, eds., Edward Elgar Publishing, 2011, Available at SSRN: https://ssrn.com/abstract=1801404

Michael Ahearne (Contact Author)

University of Houston - C.T. Bauer College of Business ( email )

334 Melcher Hall
Houston, TX 77204-6021
United States
713-743-4155 (Phone)
713-743-4572 (Fax)

HOME PAGE: http://www.bauer.uh.edu/Directory/profile.asp?firstname=Michael&lastname=Ahearne

Son K. Lam

University of Georgia - Department of Marketing ( email )

GA
United States

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