Steering the sales force for new product selling: Why is it different, and how can firms motivate different sales reps?


Homburg, Christian ; Hohenberg, Sebastian ; Hahn, Alexander



DOI: https://doi.org/10.1111/jpim.12476
URL: https://onlinelibrary.wiley.com/doi/full/10.1111/j...
Additional URL: https://www.researchgate.net/publication/328120020...
Document Type: Article
Year of publication: 2019
The title of a journal, publication series: The Journal of Product Innovation Management
Volume: 36
Issue number: 3
Page range: 282-304
Place of publication: Oxford
Publishing house: Wiley-Blackwell
ISSN: 0737-6782 , 1540-5885
Publication language: English
Institution: Business School > ABWL u. Marketing I (Homburg)
Subject: 650 Management
Abstract: This study investigates how to direct and assemble the sales force for new product selling. In a first step, the authors draw on self‐determination theory to explore and empirically test a threefold conceptualization of motivation. Results provide insights into why sales force steering works differently in the new product selling context. Specifically, results show that for new products’ financial performance, internalized new product selling motivation is more important than intrinsic and controlled motivation. In a second step, the authors show how firms can motivate different sales reps to achieve higher financial performance of new products. In doing so, they examine the interaction effects of sales reps’ predispositions and widespread firm‐steering instruments on new products’ financial performance. Results reveal that the new product sales orientation of the bonus strengthens the positive relationship between sales reps’ performance predisposition and new product financial performance but weakens the relationship between sales reps’ learning predisposition and financial new product performance. Moreover, results reveal that the new product sales orientation of the periodic review strengthens the positive relationship between sales reps’ learning predisposition and financial new product performance. A post hoc analysis shows that a differentiated steering approach that matches appropriate steering instruments with sales reps’ varying predispositions substantially enhances reps’ financial new product performance.

Dieser Eintrag ist Teil der Universitätsbibliographie.




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Homburg, Christian ; Hohenberg, Sebastian ; Hahn, Alexander (2019) Steering the sales force for new product selling: Why is it different, and how can firms motivate different sales reps? The Journal of Product Innovation Management Oxford 36 3 282-304 [Article]


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