Unpacking the Relationship Between Sales Control and Salesperson Performance: A Regulatory Fit Perspective

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Date

2018

Authors

Katsikeas, Constantine S.
Auh, Seigyoung
Spyropoulou, Stavroula
Mengüç, Bülent

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Publisher

Amer Marketing Assoc

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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.

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Keywords

Sales control, exploratory learning, Exploitative learning, Salesperson performance, Regulatory focus theory

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Citation

69

WoS Q

Q1

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Q1

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Volume

82

Issue

3

Start Page

45

End Page

69