Pierre-Antoine Sprimont () (Université de Lille 1)
Abstract
(VF)Cet article analyse le contrôle des forces de vente comme déterminant de leur performance. Trois stratégies de différenciation sont mobilisées en tant que facteurs explicatifs du contrôle et de la performance des vendeurs. Les résultats obtenus auprès d'un échantillon de 182 entreprises françaises soulignent plusieurs relations significatives permettant d'expliquer la performance de la force de vente. Les implications managériales proposées visent à accompagner la réflexion des praticiens pour améliorer la performance de leurs commerciaux.(VA)This article examines sales-forces control as determinant for their performance. Three differentiation strategies are mobilized as explanatory factors of salesmen control and performance. The results obtained from a sample of 182 French companies underline several significant relations that explain sales-force performance. The proposed managerial implications aim at accompanying the reflection of practitioners to improve the performance of their salespersons.
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Find related papers by JEL classification: M31 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - Marketing
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