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| Author: | Rochford, L. Wotruba, T. |
| Title: | The impact of sales management changes on new product success |
| Journal: | Journal of the Academy of Marketing Science
1996 : SUMMER, VOL. 24:3, p. 263-270 |
| Index terms: | MARKETING SALES MANAGEMENT NEW PRODUCTS |
| Language: | eng |
| Abstract: | Although the role of the sales force and sales management mix can be significant in influencing successful new product launch, the impact of specific sales management programs and tactics has not been examined in detail. This study explores whether firms that introduce new products were more successful in achieving their objectives when the new product introduction was accompanied by associated changes in sales management mix variables. Firms that were more successful in achieving their new product objectives accompanied their new product launches with significantly more changes in sales force quotas than did firms with whose achievement of new product objectives was less successful. |
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