TY - JOUR
T1 - The impact of sales management changes on new product success
AU - Rochford, Linda
AU - Wotruba, Thomas R.
PY - 1996/1/1
Y1 - 1996/1/1
N2 - 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.
AB - 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.
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U2 - 10.1177/0092070396243007
DO - 10.1177/0092070396243007
M3 - Article
AN - SCOPUS:0030554794
SN - 0092-0703
VL - 24
SP - 263
EP - 270
JO - Journal of the Academy of Marketing Science
JF - Journal of the Academy of Marketing Science
IS - 3
ER -