Article Analysis of an Exploratory Investigation of the Impact of Culture on Sales Force Management Control System in Europe

1168 Words Dec 1st, 2013 5 Pages
An Exploratory Investigation Of The Impact Of Culture On Sales Force Management Control System In Europe * The summary of the research
The research objectives and key findings
The objective of the research is to investigate the impact of culture and governance system on sales on salespersons’ behavioral strategies in Europe. And the authors divided Europe into two parts in the research. They are Anglo/Germanic countries and Latin countries. There are three key findings. 1.Culture has an effect on salespersons' use of "smart" selling techniques. 2. Latin salespeople seem to use "smart" selling techniques significantly more than their British counterparts but not more than their German counterparts. 3.The more behavior-based the sales
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Under the research aspect of identification of key decision-makers in customers’ organizations, there are three hypotheses, too.
H3: Anglo and Germanic salespeople are more likely to select key decision-makers at higher hierarchical positions in a customer's organization than are Latin salespeople.
H4a: The more behavior- (outcome-) based the sales force control system, the stronger positive (negative) effect on sales- persons' likelihood to select key decision-makers at higher hierarchical positions in a customer's organization for Latin salespeople versus for Anglo and Germanic salespeople.
H4b: The higher (lower) level of fixed salary in total compensation, the stronger positive (negative) effect on sales- persons' likelihood to select key decision-makers at higher hierarchical positions in a customer's organization for Latin salespeople versus for Anglo and Germanic salespeople.
Sample characteristics
The data of the research were collected by means of a questionnaire which was translated in English, French, German, Italian, and Spanish, and reviewed for inconsistencies. Responses were obtained from 232 European salespeople, 69 percent from Latin countries (i.e., France, Italy, and Spain), and 31 percent from Anglo and Germanic countries (i.e., Germany, Great Britain). The selling environments included B2C consumer products (20 percent), B2B products (31 percent), and services (49 percent). The salespeople

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