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Stratégies compétitives, contrôle des vendeurs et performance de la force de vente

Author

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  • 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.

Suggested Citation

  • Pierre-Antoine Sprimont, 2003. "Stratégies compétitives, contrôle des vendeurs et performance de la force de vente," Revue Finance Contrôle Stratégie, revues.org, vol. 6(3), pages 137-159, September.
    • Handle: RePEc:dij:revfcs:v:6:y:2003:i:q3:p:137-159
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    References listed on IDEAS

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    1. Challagalla, Goutam N. & Shervani, Tasadduq A., 1997. "A measurement model of the dimensions and types of output and behavior control: An empirical test in a salesforce context," Journal of Business Research, Elsevier, vol. 39(3), pages 159-172, July.
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    4. Behrman, Douglas N. & Perreault, William Jr., 1982. "Measuring the performance of industrial salespersons," Journal of Business Research, Elsevier, vol. 10(3), pages 355-370, September.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    ajustement; contrôle; force de vente; performance; stratégie de différenciation; control; differentiation strategy; fit; performance; sales force.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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