Book Reviews |
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| Authors: | Mary J Molenaar Donald R Self Robert Olsen Leslie E Martin Jr |
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| Institution: | 1. San Diego State University;2. Georgia Southern College;3. California State University, Fullerton;4. Marketing Department University of Wisconsin-Whitewater |
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| Abstract: | For inexperienced sales representatives, success provides an important learning opportunity from which to build confidence and hone strategies. Such learning is derived from the attributions one makes for success and how those attributions shape future behavior. This research investigates the interpretation and behavioral intentions of inexperienced sales representatives following a successful sales call using a sample of financial services representatives. Surprisingly, we found that achieving success did not assure the adoption or future use of the strategy that garnered that success. These results suggest that inexperienced sales representatives may require managerial attention to fully understand and appropriately assimilate their sales successes. Implications for managers and future research are discussed. |
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