The impact of sales management changes on new product success

Linda Rochford, Thomas R. Wotruba

Research output: Contribution to journalArticlepeer-review

13 Scopus citations

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 whose achievement of new product objectives was less successful. However, no significant differences in the number of changes in sales force structure, training, or sales support were found between firms with more successful versus less successful new products.

Original languageEnglish (US)
Pages (from-to)263-270
Number of pages8
JournalJournal of the Academy of Marketing Science
Volume24
Issue number3
DOIs
StatePublished - Jan 1 1996

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