دانلود مقاله ISI انگلیسی شماره 103002
کد مقاله سال انتشار مقاله انگلیسی ترجمه فارسی تعداد کلمات
103002 2018 7 صفحه PDF سفارش دهید 4288 کلمه
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عنوان انگلیسی
Unleashing salesforce performance: The impacts of personal branding and technology in an emerging market
منبع

Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)

Journal : Technology in Society, Available online 2 February 2018

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چکیده انگلیسی

Today's sales force play crucial roles and are considered essential and strategic for enhancing competitiveness and sales growth. Thus, effective management of the sales force has assumed top priority for the marketing function in organizations, particularly in emerging markets to capture the millions of newly affluent consumers. This paper assesses how sales force management leverages the dynamics of personal branding and technology-enabled sales tools in the emerging market context to improve sales force productivity and performance. Using structural equation modelling with SmartPLS, responses from 209 sales executives in the insurance and fast moving consumer goods sector in the Greater Accra region of Ghana were analysed. Results highlight the relevance of appropriate training, motivation and recruitment processes on sales force ability to develop personal branding and use of technology to facilitate sales.

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