search query: @author Shi, M. / total: 8
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| Author: | Kaira, A. Shi, M. |
| Title: | Designing Optimal Sales Contests: A Theoretical Perspective |
| Journal: | Marketing Science
2001 : VOL. 20:2, p. 170-193 |
| Index terms: | OPTIMIZATION SALES SALESPEOPLE |
| Language: | eng |
| Abstract: | The authors examine how a firm should design an optimal contest to maximize its profit through stimulating salespeople's efforts. Specifically, we investigate how many salespeople should be given awards and how the reward should be allocated between the winners. Three commonly used sales contest formats are studied. The authors model salespeople's behaviour by considering utility of the reward from achieving one of the winning ranks in the contest and assessing incremental chances of winning by exerting more effort. The analysis was done for two situations based on whether the total reward is large enough for salespeople to participate in the effort-maximizing sales contest or not. |
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