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Performance implications of sales strategy: The moderating effects of leadership and environment
Nikolaos G. Panagopoulos, George J. Avlonitis
Athens University of Economics and Business, 76 Patission, Athens 104 34, Greece
Athens University of Economics and Business, 47 Evelpidon and 33 Leykados, Athens 113 62, GreeceIntern. J. of Research in Marketing 27 (2010) 46–57
摘要：
什么是销售战略？销售战略如何及何时影响企业经营绩效？本文试图通过发展一个综合的销售战略及其影响销售能力和企业绩效的概念模型来回答这个问题。销售战略在实施过程中被当作是一个多维的概念集，包含了四个维度，即客户，客户拜访目标、发展关系的目标/销售模式以及多种渠道的利用。此外，通过借鉴资源基础理论和产业组织理论，作者检验了变革型领导、客户导向解决方案、需求的不确定性等对销售战略与绩效的关系的调节作用。通过对调查以及170公司的组成的样本的二手资料的分析，发现了销售战略与企业绩效密切的正相关，此时，变革型领导、客户导向解决方案、需求的不确定性等对销售战略与绩效的关系有着重大的调节作用。本文的研究结论具有重要的意义，对于市场营销研究人员来说，这个研究结论提供了一个资源基础理论和产业组织理论等关于销售战略与企业绩效关系的经验证据。对于管理者来说，研究结果表明，一个精巧的销售战略要有价值，以及如果要充分利用他们的销售战略，管理人员应该做到：一是采取一种变革型领导方式；二是评估需求变化；三是评估客户要求提供解决方案的程度等。
Abstract
What is sales strategy? How and when does it affect performance? This study attempts to provide answers to these overlooked questions by developing a comprehensive conceptualization of sales strategy and examining its impact on sales force and firm performance. Sales strategy was operationalized as a multidimensional construct consisting of four dimensions, namely customer segmentation, customer prioritization/targeting, developing relationship objectives/selling models, and use of multiple sales channels. Moreover, by drawing on the resource-based view (RBV) of the firm, as well as on industrial organization theory (IOT), authors test the moderating effects of transformational leadership, customer solution orientation, and demand uncertainty on the sales strategy–performance relationship. the Analyses of survey and secondary data from a sample of 170 firms provide evidence that sales strategy is consistently and positively associated with performance while transformational leadership, customer solution orientation, and demand uncertainty were found to exert significant moderating effects on this relationship. The study's findings have important implications. For marketing researchers, they put forward an empirical operationalization of sales strategy and provide evidence regarding the usefulness of the RBV and IOT perspectives for explaining its performance implications. For managers, the findings show that a well-crafted sales strategy pays off and to get the most out of their sales strategy managers should (a) adopt a transformational leadership approach, (b) assess changes in demand, and (c) assess the degree to which their customers are demanding the provision of solutions.
Keywords:
Sales strategy
Performance
Leadership
Environment
Resource-based view
Industrial organization theory
关键词：销售战略；企业绩效；领导；环境；资源基础理论；产业组织理论
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