Macro sales force research

The call for more macro sales force research where the sales force as a whole is the unit of analysis, which was raised in "The Strategic Role of the Sales Force," is revisited in this article. Technology, consolidation, government policies, the evolution of organizational strategy are dra...

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Bibliographic Details
Published inThe Journal of personal selling & sales management Vol. 37; no. 3; pp. 188 - 197
Main Author Cron, William L.
Format Journal Article
LanguageEnglish
Published Abingdon Routledge 03.07.2017
Taylor & Francis, Ltd
Taylor & Francis Ltd
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Summary:The call for more macro sales force research where the sales force as a whole is the unit of analysis, which was raised in "The Strategic Role of the Sales Force," is revisited in this article. Technology, consolidation, government policies, the evolution of organizational strategy are dramatically changing the role of the sales force and the daily lives of salespeople. Yet, it is estimated that no more than 5%, and probably less, of sales and sales management research examines these developments. To shine a light on this, a case study of a health-care company that has changed its strategic focus from a product to a solutions provider is presented. Changes in the role of the sales force are examined within the five sales force capabilities identified in the "The Strategic Role" article. Research questions are raised about sales force capabilities.
ISSN:0885-3134
1557-7813
DOI:10.1080/08853134.2017.1352449