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La Retribución Y El Rendimiento Empresarial Y Del Equipo De Ventas: Un Modelo Basado En La Teoría De Los Costes De Transacción /

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Author Info

  • Verano Tacoronte, D.

    ()
    (Universidad de Las Palmas de Gran Canaria (España))

  • Melián González, S.

    ()
    (Universidad de Las Palmas de Gran Canaria (España))

  • García Falcón, J. M

    ()
    (Universidad de Las Palmas de Gran Canaria (España))

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    Abstract

    La Teoría de los Costes de Transacción (TCT) ofrece un marco teórico interesante para el análisis del papel de los incentivos retributivos frente a la utilización del salario fijo. Sin embargo, no hay estudios que muestren el impacto que puede tener un plan retributivo diseñado según las pautas de la TCT. Analizamos esta influencia a través de una muestra de 108 equipos de ventas de empresas que operan en España. Consideramos variables como la dificultad para sustituir a los vendedores, la incertidumbre y la observabilidad de los resultados, para verificar la relación entre la retribución y el rendimiento de la empresa y de la fuerza de ventas. Nuestros resultados confirman que la TCT es apropiada para determinar el éxito de un plan retributivo para la fuerza de ventas, especialmente si se mide a través de sus por resultados. / Transaction Cost Analysis provides an appealing framework for examining the role of salary versus incentive compensation because it identifies a set of theoretical constructs for determining the appropriate balance between these components. However, there is no evidence on the performance impact of a compensation plan designed on the theoretical basis of TCA. This work analyses this impact through a sample of 108 salesforces operating in Spain. We consider variables as difficulty of replacing salespeople, uncertainty, output variables adequacy to measure salesforce performance and salesforce size to verify the relationship between the compensation design and the company and salesforce performance. Our results permit us to state that the TCA framework is appropriate for determining the success of a compensation plan for salespeople, specifically regarding salesforce outcomes.

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    Bibliographic Info

    Article provided by Academia Europea de Dirección y Economía de la Empresa (AEDEM) in its journal Investigaciones Europeas de Dirección y Economía de la Empresa.

    Volume (Year): 12 (2006)
    Issue (Month): 2 ()
    Pages: 35-54

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    Handle: RePEc:idi:jiedee:v:12:y:2006:i:2:p:35-54

    Contact details of provider:
    Postal: Investigaciones Europeas de Dirección y Economía de la Empresa, Facultad de Ciencias Económicas y Empresariales, Universidad de Vigo, Lagoas - Marcosende s/n, E-36310, Vigo, Pontevedra, España
    Phone: (+34) 986812473
    Fax: (+34) 986812401
    Web page: http://www.aedem-virtual.com/es/journal/iedee

    Related research

    Keywords: Teoría de los costes de transacción; Retribución; Fuerza de ventas; Incentivos; Transaction cost economics; Compensation; Sales force; Incentives;

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