A B S T R A C T
The pursuit of superior salesperson performance and higher levels of sales organization effectiveness is a
growing management priority. Management control is an important antecedent to several aspects of
salesperson performance and organizational effectiveness. However, prior research has neglected two
important issues. First, the impact of market orientation on sales manager control approaches has not been
previously considered. Second, sales manager competencies in behavior-based control have not been
examined, as research has focused on the level and form of control. Market orientation and the critical sales
skills required of salespeople have strong antecedent relationships with sales manager control. Also, sales
manager control competencies play a significant role in shaping salesperson performance, and the impact of
control competencies is larger than control level. Sales manager control competencies play an important
mediating role between sales manager control level and salesperson performance and sales organization
- Our findings are based on a study of British companies in which five hundred sales managers
were sent surveys and 300 usable responses (a response rate of 60%) were returned. Three important
implications derived from this study include: (1) sales managers need to translate market orientation into
sales force behaviors; (2) control strategy should be aligned with sales force priorities; and (3) time and
resources should be invested in training sales managers.
Keywords:
Market orientation
Critical sales skills
Sales management control
Control competencies
Salesperson performance
Sales unit effectiveness
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