Meta-analyses in sales research

Meta-analytic inquiries enable researchers to synthesize empirical findings obtained over the evolution of a topic area and identify boundary conditions affecting the associations of key variables. Sales researchers can employ meta-analytic techniques to amalgamate empirical work conducted in a given topic area, and several sales researchers have effectively used meta-analyses to advance our understanding of the field. This article provides an exposition of this research design by analyzing its application in sales research. The authors review the meta-analytic studies in sales research and advance key considerations in topical foci, article selection, data coding and evaluation, and analytic approaches. An empirical example is provided to illustrate the power of meta-analysis in substantiating or refuting findings that diverge from accumulated insight in sales research. Results provide support for a positive effort–job satisfaction association in contrast to findings evidencing a negative association between these variables. A second empirical example is used to evaluate the nomological and discriminant validity of two related constructs: job involvement and organizational commitment. Results suggest that these two constructs may be empirically redundant. The authors also provide guidance for the future in regard to new substantive research areas, construct assessment, and additional types of meta-analytic approaches.     

Broadening the application of mixed methods in sales research

Mixed method research designs can be extremely useful in extending knowledge in the sales domain. A bevy of mixed method designs are at the disposal of sales researchers seeking to reap the benefits of this combination of research approaches. However, application of mixed methods in sales research has been rather limited, focusing primarily on exploratory sequential designs. The purpose of this article is to provide an exposition of mixed method research in the sales domain and offer avenues of extension that employ underutilized mixed methodological approaches. Accordingly, a definition of mixed methods along with its benefits and drawbacks is espoused followed by guidance in conducting mixed method research. A review of sales-related mixed method studies is then provided and articles containing both quantitative and qualitative methods are analyzed to glean insight on the state of mixed methods research in sales. Future avenues for mixed method research are then provided focusing on best practices and techniques that have yet to be embraced by sales researchers. This article aims to be a resource for sales scholars in expanding the mixed method research paradigm.     

Improving online panel data usage in sales research

The exponential expansion of the Internet has fundamentally altered the nature of personal selling and sales management. The Internet has also created significant change for sales researchers and proffered a bevy of new means of conducting research. Online panel data collection is one such means that has recently proliferated. Online panel data collection imbues a host of advantages sales researchers may reap. However, there are a proportionate number of disadvantages and concerns with collecting and using this type of data. This article delineates said benefits and drawbacks and also provides a review of recent sales-related examples employing this method of data collection. Furthermore, key considerations in utilizing online panel data are advanced. Importantly, several ways to maximize the benefits and minimize the drawbacks inherent to online panel data are provided. This article aims to provide a resource for sales scholars in optimizing their usage of online panel data.     

Qualitative sales research: an exposition of grounded theory

The dominant research paradigm in sales research involves testing theory through empirical research. Nascent or underdeveloped research areas, however, may lack or have inadequate existing theories to explain sales-related phenomena. In these cases, sales researchers require a theory-generating methodological approach. Qualitative research designs are useful in this pursuit. The purpose of this article is to provide an exposition of one such qualitative research design – grounded theory. To this end, the foundational processes of grounded theory methodology are discussed. The results of a review of grounded theory examinations conducted in sales research are also provided, and current practices utilized by sales grounded theorists are discussed. Based on this review, future directions in substantive areas and methodological practices are provided. This article aims to serve as a resource for sales scholars wishing to know what grounded theory examinations have been conducted, how to implement grounded theory research and what avenues are available for future grounded theory sales research.     

Sales profession and professionals in the age of digitization and artificial intelligence technologies: concepts,priorities, and questions

Recognizing the rapid advances in sales digitization and artificial intelligence technologies, we develop concepts, priorities, and questions to help guide future research and practice in the field of personal selling and sales management. Our analysis reveals that the influence of sales digitalization technologies, which include digitization and artificial intelligence, is likely to be more significant and more far reaching than previous sales technologies. To organize our analysis of this influence, we discuss the opportunities and threats that sales digitalization technologies pose for (a) the sales profession in terms of its contribution to creating value for customers, organizations, and society and (b) sales professionals, in terms of both employees in organizations and individuals as self, seeking growth, fulfillment, and status in the functions they serve and roles they live. We summarize our discussion by detailing specific research priorities and questions that warrant further study and development by researchers and practitioners alike.     

Creating research collaboration among the global community of sales scholars: key takeaways from the 2013 AMA faculty consortium

Within the contemporary business milieu, the discipline of selling and sales management has taken on a more prominent role in recent years. Myriad factors have contributed to the rise of interest in sales including globalization, technology, more sophisticated analytical approaches and new opportunities for co-creation of value between organizations and their customers. Over the past three decades, seven faculty consortia in sales have served as milestones to document the progress of the field, particularly the evolution of academic research. This article provides key takeaways from the most recent American Marketing Association (AMA) Faculty Consortium in Selling and Sales Management, which had the overarching goal of fostering new opportunities for building intercontinental research teams to effectively address the substantive issues for the future of the field.     

Hybrid sales structures in the age of e-commerce

Sales organizations continue to exhibit meaningful changes in their structures during the e-commerce era. This article examines the impact of Internet technology on the evolution of sales organizations and identifies key components underpinning a successful hybrid sales structure. A comprehensive review of sales organization studies leads to the derivation of a hybrid sales structure model, as well as a series of key recommendations pertaining to the organization and sales performance. These findings establish a platform for further research into the hybrid sales structure. The transition from a reliance on traditional, outside sales forces to a concomitant use of inside sales personnel produces hybrid sales structures that can accommodate online buyer–seller interactions and also leverage technological advances in sales automation and business intelligence to boost sales performance.     

The sales manager as a unit of analysis: a review and directions for future research

This article analyzes empirical research in which the sales manager is the unit of analysis to determine what knowledge has been generated by sales scholars about sales managers and sales management practice. It examines what we have learned from sales managers about their jobs and themselves with particular emphasis on the managerial relevance of the work. While the sales literature is vast and despite the importance of sales managers being widely recognized and accepted, an extensive search of the sales literature identified only 163 articles in which the sales manager was the focus of empirical research about what they do. To help better understand what has been discovered, these articles are examined and categorized according to the main focus of each article's research. The results show that with respect to sales managers, our knowledge is limited and substantial opportunities exist for additional research to expand our understanding of the nature, roles, and impact of sales managers as well as providing usable advice for the practice of sales management.     

Sales manager cost control engagement: antecedents and performance implications

Many organizations face competing agendas by which they are expected to simultaneously grow sales output while controlling associated costs. At the interface of this organizational pressure and the sales force’s implementation of such initiatives is the sales manager. However, questions with significant implications remain regarding how a sales manager’s requisite engagement with cost control affects sales performance. To address this issue, the authors conceptualize and operationalize the notion of sales manager cost control engagement. Results from a survey of 178 business-to-business sales managers show the antecedent and consequence effects of sales manager cost control engagement. A variety of organizational factors are shown to effectively direct the sales manager’s attention to cost control, which in turn has a positive impact on cost-related sales performance. These findings add to an emergent body of research aimed at understanding key skills required of sales managers for driving sales performance as well as provide a novel perspective for sales managers to consider when balancing pressures between cost inputs and sales outputs. Several theoretical and managerial implications are offered, as are future research directions.     

(Re) defining salesperson motivation: current status,main challenges,and research directions

The construct of motivation is one of the central themes in selling and sales management research. Yet, to-date no review article exists that surveys the construct (both from an extrinsic and intrinsic motivation context), critically evaluates its current status, examines various key challenges apparent from the extant research, and suggests new research opportunities based on a thorough review of past work. The authors explore how motivation is defined, major theories underpinning motivation, how motivation has historically been measured, and key methodologies used over time. In addition, attention is given to principal drivers and outcomes of salesperson motivation. A summarizing appendix of key articles in salesperson motivation is provided.     

Moving beyond ethical decision-making: a practice-based view to study unethical sales behavior

Changes in the business environment are rapidly transforming sales practice and pressuring the integrity of key actors in sales. Given that unethical sales behavior is a social activity produced and reproduced by various actors in a complex sales task environment, we introduce a novel research perspective to the study of unethical sales behavior, namely a practice-based view. With knowledge from a systematic literature review and a practice-based view from organization research, we suggest that unethical behavior should be studied as a practice formed through socialization and interaction with relevant others. This view provides an important alternative as well as a complementary perspective to the ethical decision-making paradigm that has dominated the field for several decades. The study answers scholars’ recent calls to strengthen the theoretical foundation of sales ethics research and further extend its perspective toward the social context of sales. With a focus on dynamics, social relations, and the enactment of practices, the practice-based view produces new types of knowledge on unethical behavior and potential new means for addressing it. The article makes suggestions for future practice-based research and proposes several theories for use in studying unethical behavior in currently important sales contexts.     

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 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.     

A qualitative study of leader behaviors perceived to enable salesperson performance

Abstract

This study builds on and extends previous sales leadership research by exploring sales professionals’ perceptions of effective leadership behaviors. Semistructured interviews with both sales leaders and salespeople working in a global enterprise software company were examined through a qualitative analysis. Results indicated that participants believed sales leadership played an important role in influencing sales performance. When asked to describe specific sales leader behaviors that best enable salesperson performance, sales professionals – both sales leaders and salespeople – overwhelmingly referenced coaching, followed by collaborating, championing, and customer engaging. We define and describe these four key sales leader behaviors and identify four potential mediating variables (trust, confidence, optimism, and resilience), from which emerges a conceptual framework of sales leader behaviors perceived to enable salesperson performance. We examine these four key sales leader behaviors and mediators in the broader context of leadership theory, particularly transformational, servant, authentic, and adaptive leadership theories. The key contribution of this study is the identification of a set of leader behaviors that are likely to be especially effective in modern sales organizations given that they originated from the perceptions of sales professionals themselves.     

Trends in optimization models of sales force management

In the last half-century, significant advances have been made in directing sales force behavior with the use of optimization and decision models. The present paper both presents the current state-of-the art in sales force decision modeling, and also discusses key issues and trends in contemporary modeling of relevance to sales force researchers. The paper begins by exploring critical concepts regarding the estimation of the sales response function, and then discusses critical problems of endogeneity, heterogeneity, and temporal variation that are faced by modelers in this task. Modern approaches to dealing with these issues are presented. We then discuss areas of importance concerning finding model solutions, including closed form versus simulation, and optimization versus heuristic solutions. The paper next moves to areas of practical importance where models can help, including call planning, sales force size, territory allocation, and compensation design. Finally, we discuss trends that will likely impact on sales force modeling in coming years, including the use of big data and data mining, the possible breakdown of rationality, the rise of the Internet and social media, and the potential of agent-based modeling.     

Understanding cross-cultural sales manager–salesperson relationships in the Asia-Pacific Rim region: a grounded theory approach

Abstract

As more organizations implement multinational strategies, sales managers leading sales forces encounter complex cultural challenges that affect relationships, processes, and outcomes. We undertake a qualitative study with the objective of understanding the sales manager–salesperson relationship when the sales manager is leading sales representatives located in other cultures. Because of the significant size and growth of Asian countries, we focus our study on the Asia-Pacific Rim region. In-depth interviews conducted with 21 sales managers working for a large multinational technology firm in our focal region provide the data for our analysis. Using a grounded theory approach, we identify five key themes: building and sustaining cross-cultural relationships, cross-cultural communication effectiveness, acquisition and maintenance of trust across cultures, language, and decision-making. From our findings, research propositions are offered and implications for researchers and practitioners are discussed.     

The Appeal of Personal Selling as a Career: A Decade Later

While students' attitudes and perceptions toward personal selling as a career have been discussed at length, the literature reflects remarkably little effort to understand students' preferences for sales careers. The authors synthesize extant knowledge on the subject and extend the knowledge base by conducting a time-series replication of an earlier study and by examining the relative importance of marketing-related career characteristics. Managerial implications of this research are discussed.