The influence of formal and informal sales controls on customer-directed selling behaviors and sales unit effectiveness

Guenzi, Paolo; Baldauf, Artur; Panagopoulos, Nikolaos G. (2014). The influence of formal and informal sales controls on customer-directed selling behaviors and sales unit effectiveness. Industrial Marketing Management, 43(5), pp. 786-800. Elsevier 10.1016/j.indmarman.2014.04.014

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Adaptive selling (AS) and customer-oriented selling (COS) constitute two key customer-directed selling behaviors for the success of the modern sales force. However, knowledge regarding the organizational factors that can induce salespeople to engage in those behaviors is strikingly limited. Against this background, we develop a comprehensive model that delineates the influences of formal and informal sales controls on AS and COS and, through them, on sales unit effectiveness. Based on a sample of sales managers in a major European Union country, we present new evidence that (a) formal and informal sales controls exert differential impact on salespeople's AS and COS behaviors; (b) AS directly and positively influences sales unit effectiveness; (c) COS affects sales unit effectiveness only indirectly, i.e. by fostering AS; and (d) outcome and cultural controls directly improve sales unit effectiveness. We conclude with a discussion of our findings for academics and practitioners.

Item Type:

Journal Article (Original Article)

Division/Institute:

03 Faculty of Business, Economics and Social Sciences > Department of Business Management > Institute of Innovation Management > Management

UniBE Contributor:

Baldauf, Artur

Subjects:

600 Technology > 650 Management & public relations

ISSN:

0019-8501

Publisher:

Elsevier

Language:

English

Submitter:

Tatiana Romanova Stettler

Date Deposited:

22 May 2015 10:12

Last Modified:

11 Sep 2017 17:13

Publisher DOI:

10.1016/j.indmarman.2014.04.014

BORIS DOI:

10.7892/boris.68876

URI:

https://boris.unibe.ch/id/eprint/68876

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