دانلود مقاله ISI انگلیسی شماره 27749
ترجمه فارسی عنوان مقاله

نفوذ رسمی و غیر رسمی کنترل های فروش بر روی رفتارهای فروش مشتری هدایت و اثربخشی واحد فروش

عنوان انگلیسی
The influence of formal and informal sales controls on customer-directed selling behaviors and sales unit effectiveness
کد مقاله سال انتشار تعداد صفحات مقاله انگلیسی
27749 2014 15 صفحه PDF
منبع

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

Journal : Industrial Marketing Management, Volume 43, Issue 5, July 2014, Pages 786–800

ترجمه کلمات کلیدی
کنترل های فروش - رفتار فروش مشتری - هدایت - فروش مشتری محور - فروش تطبیقی
کلمات کلیدی انگلیسی
Sales controls, Customer-directed selling behaviors,Customer-oriented selling,Adaptive selling
پیش نمایش مقاله
پیش نمایش مقاله  نفوذ رسمی و غیر رسمی کنترل های فروش بر روی رفتارهای فروش مشتری هدایت و اثربخشی واحد فروش

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.