Katsikeas, CS orcid.org/0000-0002-8748-6829, Auh, S, Spyropoulou, S orcid.org/0000-0001-9509-254X et al. (1 more author) (2018) Unpacking the Relationship Between Sales Control and Salesperson Performance: A Regulatory Fit Perspective. Journal of Marketing, 82 (3). pp. 45-69. ISSN 0022-2429
Abstract
The literature examining the effect of sales control on salesperson performance is, at best, equivocal. To reconcile inconsistencies in empirical findings, this research introduces two new types of salesperson learning: exploratory and exploitative learning. Drawing on regulatory focus theory, the authors conceptualize exploratory learning as promotion focused and exploitative learning as prevention focused and find that salespeople exhibit both exploratory and exploitative learning, though one is used more than the other depending on the type of sales control employed. The results also suggest that the fit between salesperson learning type, customer characteristics (i.e., purchase-decision-making complexity), and salesperson characteristics (i.e., preference for sales predictability) is critical to salesperson performance and that salesperson learning mediates the relationship between sales control and salesperson performance (Study 1). Study 2 corroborates the findings using new panel data collected over two waves. The results of this research have important implications for integrating sales control, salesperson learning, and salesperson performance.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | © 2018, American Marketing Association. This is an author produced version of a paper published in Journal of Marketing. Uploaded with permission from the publisher. |
Keywords: | sales control; exploratory learning; exploitative learning; salesperson performance; regulatory focus theory |
Dates: |
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Institution: | The University of Leeds |
Academic Units: | The University of Leeds > Faculty of Business (Leeds) > Marketing Division (LUBS) |
Depositing User: | Symplectic Publications |
Date Deposited: | 17 Jan 2018 14:57 |
Last Modified: | 01 May 2019 00:39 |
Status: | Published |
Publisher: | American Marketing Association |
Identification Number: | 10.1509/jm.16.0346 |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:126304 |